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Hilton launches budget hotel brand Tru

Staff writer ▼ | January 25, 2016
Hilton Worldwide unveiled Tru by Hilton, a budget brand that is simplified, spirited and grounded in value for the U.S. and Canada.
Tru by Hilton
Hospitality   Worldwide already has 102 hotels signed
The new brand was built from a belief that being cost conscious and having a great stay don't have to be mutually exclusive.

Worldwide 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.

"More than 40 percent of all U.S. hotel stays are within the midscale and economy sectors and Tru by Hilton addresses a gap in the marketplace by appealing to the youthful mindset demographic, pushing the industry to marry quality and value," said Jim Holthouser, executive vice president, global brands, Hilton Worldwide.

"We're breaking through the clutter of undistinguished offerings to capture the hearts of today's travelers and anticipating the needs of tomorrow's guests, while delivering a hotel that's a place travelers will want to go to rather than just through."

Tru by Hilton's prototype was designed to be easily scalable to fit urban, suburban, highway and airport adjacent locations. The prototype is also adaptable to dual-branded hotels. The first Tru by Hilton hotel is expected to open by the end of 2016 in the U.S.