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Tru by Hilton will operate as a [[franchising|franchise]], under Hilton Worldwide. When the launch of the new brand was announced, Tru by Hilton had already signed over 100 franchise agreements.<ref>{{cite web|url=http://www.hotelnewsnow.com/article/17487/Hilton-unveils-Tru-brand-to-fill-midscale-void|title=Hilton Unveils Tru Brand to Fill Midscale Void|publisher=Hotel News Now|date=25 January 2016|first=Jeff|last=Higley |access-date=17 March 2016}}</ref><ref name =adage>{{cite web|url=http://adage.com/article/cmo-strategy/hilton-introduces-hotel-brand-millennial-mindset/302310/|title=Hilton Introduces New Hotel Brand With Millennial Mindset|publisher=Advertising Age|date=25 January 2016|first=Lindsay |last=Stein|access-date=17 March 2016}}</ref> The brand will occupy the mid-scale hotel market.<ref>{{cite web|url=http://lodgingmagazine.com/tru-story-on-hiltons-newest-brand/|title='Tru' Story on Hilton's Newest Brand|publisher=Lodging Magazine|date=28 January 2016|first=Sean |last=Downey |access-date=17 March 2016}}</ref> The hotels will 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.<ref name=forbes/> The front desk, called the Command Center, will also have a [[social media]] wall to engage guests.<ref>{{cite web|url=https://www.wsj.com/articles/hilton-to-offer-value-brand-aimed-at-younger-guests-1453740894|title=Hilton to Offer Value Brand Aimed at Younger Guests|publisher=The Wall Street Journal|date=25 January 2016|first=Anne |last=Steele |access-date=17 March 2016}}</ref>
Tru by Hilton will operate as a [[franchising|franchise]], under Hilton Worldwide. When the launch of the new brand was announced, Tru by Hilton had already signed over 100 franchise agreements.<ref>{{cite web|url=http://www.hotelnewsnow.com/article/17487/Hilton-unveils-Tru-brand-to-fill-midscale-void|title=Hilton Unveils Tru Brand to Fill Midscale Void|publisher=Hotel News Now|date=25 January 2016|first=Jeff|last=Higley |access-date=17 March 2016}}</ref><ref name =adage>{{cite web|url=http://adage.com/article/cmo-strategy/hilton-introduces-hotel-brand-millennial-mindset/302310/|title=Hilton Introduces New Hotel Brand With Millennial Mindset|publisher=Advertising Age|date=25 January 2016|first=Lindsay |last=Stein|access-date=17 March 2016}}</ref> The brand will occupy the mid-scale hotel market.<ref>{{cite web|url=http://lodgingmagazine.com/tru-story-on-hiltons-newest-brand/|title='Tru' Story on Hilton's Newest Brand|publisher=Lodging Magazine|date=28 January 2016|first=Sean |last=Downey |access-date=17 March 2016}}</ref> The hotels will 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.<ref name=forbes/> The front desk, called the Command Center, will also have a [[social media]] wall to engage guests.<ref>{{cite web|url=https://www.wsj.com/articles/hilton-to-offer-value-brand-aimed-at-younger-guests-1453740894|title=Hilton to Offer Value Brand Aimed at Younger Guests|publisher=The Wall Street Journal|date=25 January 2016|first=Anne |last=Steele |access-date=17 March 2016}}</ref>


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.<ref>{{cite web|url=http://www.globest.com/news/12_1285/national/hotel/Hilton-Aims-at-Midscale-Gap-with-New-Brand-365355-1.html|title=Hilton Aims at Midscale 'Gap' With New Brand|publisher=GlobeSt|date=25 January 2016|first=Paul |last=Bubny|access-date=17 March 2016}}</ref> All of the brand's hotels will be newly built or created through the re-purposing of existing buildings. The brand's initial locations will be in the [[Atlanta]], [[Dallas]], [[Houston]], [[Chicago]], [[St. Louis]]: [[St. Charles, Missouri]], [[Denver]], [[Portland, Oregon|Portland]], Boise, Idaho <ref>http://idahobusinessreview.com/2017/03/22/tru-by-hilton-breaks-ground-on-eagle-road-in-meridian/</ref>, [[Oklahoma City]] and [[Nashville]] markets.<ref name=nyt/><ref name=adage/>
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.<ref>{{cite web|url=http://www.globest.com/news/12_1285/national/hotel/Hilton-Aims-at-Midscale-Gap-with-New-Brand-365355-1.html|title=Hilton Aims at Midscale 'Gap' With New Brand|publisher=GlobeSt|date=25 January 2016|first=Paul |last=Bubny|access-date=17 March 2016}}</ref> All of the brand's hotels will be newly built or created through the re-purposing of existing buildings. The brand's initial locations will be in the [[Atlanta]], [[Cheyenne]], [[Dallas]], [[Houston]], [[Chicago]], [[St. Louis]]: [[St. Charles, Missouri]], [[Denver]], [[Portland, Oregon|Portland]], Boise, Idaho <ref>http://idahobusinessreview.com/2017/03/22/tru-by-hilton-breaks-ground-on-eagle-road-in-meridian/</ref>, [[Oklahoma City]] and [[Nashville]] markets.<ref name=nyt/><ref name=adage/>


==References==
==References==

Revision as of 18:07, 26 April 2017

For the parent company, see Hilton Worldwide.
Tru by Hilton
Company typeFranchise
IndustryHospitality
FoundedJanuary 2016
FounderHilton Inc.
HeadquartersMcLean, Virginia, U.S.
ParentHilton Worldwide
Websitewww.trubyhilton.com

Tru by Hilton is a brand of hotels trademarked by Hilton Worldwide.[1][2][3] The hotel brand was announced in January 2016 at the Americas Lodging Investment Summit in Los Angeles designed to compete against Comfort Inn and La Quinta.[4] The first Tru by Hilton hotels are expected to open in late 2016.[5] The goal was to create rooms of 228 square feet 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 12 feet to 10 feet because typically the TV cabinet would take up 2 feet, but with flat screen TV's 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.[6]

Operations

Tru by Hilton will operate 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.[7][8] The brand will occupy the mid-scale hotel market.[9] The hotels will 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.[4] The front desk, called the Command Center, will also have a social media wall to engage guests.[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] All of the brand's hotels will be newly built or created through the re-purposing of existing buildings. The brand's initial locations will be in the Atlanta, Cheyenne, Dallas, Houston, Chicago, St. Louis: St. Charles, Missouri, Denver, Portland, Boise, Idaho [12], Oklahoma City and Nashville markets.[2][8]

References

  1. ^ Yu, Hui-Yong (25 January 2016). "Hilton Says New Tru Hotels May Become Company's Biggest Brand". Bloomberg Business. Retrieved 17 March 2016.
  2. ^ a b Glusac, Elaine (25 January 2016). "New From Hilton: Midpriced Hotels Geared Toward Millennials". The New York Times. Retrieved 17 March 2016.
  3. ^ Kell, John (25 January 2016). "Hilton Debuts New Chain to Win Over Millennials". Fortune. Retrieved 17 March 2016.
  4. ^ a b Bender, Andrew (27 January 2016). "Hilton Debuts Affordable 'Tru By Hilton' Brand for Millennials, Techies and Those Who Love Them". Forbes. Retrieved 17 March 2016.
  5. ^ Martin, Hugo (25 January 2016). "Hilton Plans Lower-Cost Brand With Several Hotels, Some in Southern California". Los Angeles Times. Retrieved 17 March 2016.
  6. ^ Fox, Jena Tesse (19 Dec 2016). "Tru story: How Hilton brought its newest brand to life". Hotel Management. 231 (17): 8. {{cite journal}}: |access-date= requires |url= (help)
  7. ^ Higley, Jeff (25 January 2016). "Hilton Unveils Tru Brand to Fill Midscale Void". Hotel News Now. Retrieved 17 March 2016.
  8. ^ a b Stein, Lindsay (25 January 2016). "Hilton Introduces New Hotel Brand With Millennial Mindset". Advertising Age. Retrieved 17 March 2016.
  9. ^ Downey, Sean (28 January 2016). "'Tru' Story on Hilton's Newest Brand". Lodging Magazine. Retrieved 17 March 2016.
  10. ^ Steele, Anne (25 January 2016). "Hilton to Offer Value Brand Aimed at Younger Guests". The Wall Street Journal. Retrieved 17 March 2016.
  11. ^ Bubny, Paul (25 January 2016). "Hilton Aims at Midscale 'Gap' With New Brand". GlobeSt. Retrieved 17 March 2016.
  12. ^ http://idahobusinessreview.com/2017/03/22/tru-by-hilton-breaks-ground-on-eagle-road-in-meridian/

External links

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