Hilton Unveils Tru, A New Midscale Brand
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: