Hil­ton Un­veils Tru, A New Mid­scale Brand

Business Traveler (USA) - - UPFRONT -

Hil­ton World­wide has premiered a new ho­tel brand in the mid­scale cat­e­gory. Tru by Hil­ton is in­tended to ad­dress what Hil­ton calls a“void in the mid­scale cat­e­gory in the US and Canada.” In an­nounc­ing the new brand, Hil­ton World­wide says it al­ready has 102 ho­tels signed and an ad­di­tional 30 ho­tels in var­i­ous stages of ap­proval in cities in­clud­ing At­lanta, Dal­las, Hous­ton, Chicago, Den­ver, Port­land and Nashville.

The Tru by Hil­ton is based on the idea that“be­ing cost con­scious and hav­ing a great stay don’t have to be mu­tu­ally ex­clu­sive,”ac­cord­ing to the Hil­ton an­nounce­ment. Among the brand’s new fea­tures:

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