On January 25, Hilton Worldwide launched the Tru by Hilton brand. The operator hopes the new brand will cover the midscale category in both the US and Canada.
Hilton Worldwide already has 102 midscale hotels that will be affiliated with the new brand and another 30 units in various stages of approval in Atlanta, Dallas, Houston, Chicago, Denver, Portland, or Nashville.
According to Bloomberg, the brand does not seem to have planned to enter “expensive markets” such as New York and San Francisco, and is open to smaller cities, near colleges and major highways.
The first Tru by Hilton hotel will open this year in the US, and at the same time, the company plans to expand the brand outside the United States.
Source: Hotel Management
Frequently Asked Questions
What is Tru by Hilton?
Tru by Hilton is a new midscale hotel brand launched by Hilton Worldwide, targeting value-conscious travelers in the US and Canada.
Where will the first Tru by Hilton hotels be located?
Initial locations include cities like Atlanta, Dallas, Houston, and Chicago, focusing on smaller markets near colleges and highways rather than expensive urban centers.
When will the first Tru by Hilton hotel open?
The first hotel under the Tru by Hilton brand is scheduled to open within this year in the United States.