Hilton has launched yet another hotel brand—the 12th in its current portfolio— by announcing that it intends to push this one to being its largest in terms of nationwide room count.
Tru by Hilton is targeted to open hundreds of properties in the coming years, and with that trajectory will soon overtake Hilton's Hampton brand. In fact, although you haven't stayed in a single Tru yet, there are 102 that are signed and on their way to reality.
Tru hits a midscale price point (generally around $85 a night) by scaling back: No bathtubs in the rooms. No closets (you get hooks and hangers instead). No restaurant—there's a kiosk for snacks and light meals.
The colorful design is Hilton's concept of what will attract younger travelers who don't want to spend a lot on a hotel. The common area is divided into "zones" defined by what you're supposed to do there: one area for working—rooms don't have desks and Hilton can't leave out those potential business travelers—one for eating, and so forth. Wi-Fi is free throughout each Tru property.
The target room count for each Tru is just 98 units, each measuring 231 or 275 square feet.
Confused about all the new corporate hotel brand announcements? We put together a "field guide" to what each one is all about. Click here for that.