Tru by Hilton explained

Tru by Hilton
Type:Subsidiary
Founder:Hilton Worldwide
Location City:McLean, Virginia
Location Country:United States
Locations:228 (2022)[1]
Industry:Hospitality
Parent:Hilton Worldwide

Tru by Hilton is an American chain of hotels owned by Hilton Worldwide.[2] [3] [4]

History

The hotel brand was announced in January 2016 at the Americas Lodging Investment Summit in Los Angeles. It was designed to compete against Comfort Inn and La Quinta,[5] and the first Tru by Hilton hotels were expected to open late in the same year.[6] The goal was to create rooms of with "clever" bathrooms. The brand uses platform beds instead of box springs and uses a landing zone where guests can place their luggage and hang their clothes rather than a dresser. Hilton realized that they could shrink the width of the room from the typical NaNfeet because typically the TV cabinet would take up, but with flat screen televisions the space could be spared. The desk that was decided to be used is a portable chair attached to a table, allowing the guest to use the chair wherever they want in the room.[7], it has 178 properties with 17,403 rooms in two countries and territories, all franchised.

Operations

Tru by Hilton operates as a franchise under Hilton Worldwide. When the launch of the new brand was announced, Tru by Hilton had already signed over 100 franchise agreements.[8] [9] The brand will occupy the mid-scale hotel market.[10] Tru by Hilton was designed to be scalable so that properties could vary in size and still fit in urban, suburban, airport or highway adjacent settings.[11] The brand's initial locations were in the Atlanta, Cheyenne, WY, Dallas, Houston, Chicago, St. Louis: St. Charles, Missouri, Denver, Portland, Boise, ID,[12] Oklahoma City and Nashville markets.[3] [9]

The hotels offer limited food and beverage options and feature a social area characterized by a large central lobby, referred to as The Hive, that is divided into sections for eating, working, playing and lounging.[5] The front desk, called the Command Center, also features a social media wall to engage guests.[13]

Notes and References

  1. Web site: Hilton Reports Fourth Quarter and Full Year Results . businesswire.com . 19 November 2021.
  2. Web site: Hilton Says New Tru Hotels May Become Company's Biggest Brand. Bloomberg Business . Hui-Yong . Yu . 25 January 2016. 17 March 2016.
  3. Web site: New From Hilton: Midpriced Hotels Geared Toward Millennials. The New York Times. 25 January 2016 . Elaine . Glusac. 17 March 2016.
  4. Web site: Hilton Debuts New Chain to Win Over Millennials. Fortune. 25 January 2016. John . Kell . 17 March 2016.
  5. Web site: Hilton Debuts Affordable 'Tru By Hilton' Brand for Millennials, Techies and Those Who Love Them. Forbes . Andrew . Bender. 27 January 2016. 17 March 2016.
  6. Web site: Hilton Plans Lower-Cost Brand With Several Hotels, Some in Southern California. Los Angeles Times. 25 January 2016 . Hugo . Martin . 17 March 2016.
  7. Fox. Jena Tesse. Tru story: How Hilton brought its newest brand to life.. Hotel Management. 19 Dec 2016. 231. 17. 8. n ghhghjgghn
  8. Web site: Hilton Unveils Tru Brand to Fill Midscale Void. Hotel News Now. 25 January 2016. Jeff. Higley . 17 March 2016.
  9. Web site: Hilton Introduces New Hotel Brand With Millennial Mindset. Advertising Age. 25 January 2016. Lindsay . Stein. 17 March 2016.
  10. Web site: 'Tru' Story on Hilton's Newest Brand. Lodging Magazine. 28 January 2016. Sean . Downey . 17 March 2016.
  11. Web site: Hilton Aims at Midscale 'Gap' With New Brand. GlobeSt. 25 January 2016. Paul . Bubny. 17 March 2016.
  12. Web site: Tru by Hilton breaks ground on Eagle Road in Meridian. IBR. Staff. 22 March 2017. idahobusinessreview.com. 18 April 2018.
  13. Web site: Hilton to Offer Value Brand Aimed at Younger Guests. The Wall Street Journal. 25 January 2016. Anne . Steele . 17 March 2016.