Tru by Hilton
| Company type | Subsidiary |
|---|---|
| Industry | Hospitality |
| Founded | 2016 |
| Headquarters | United States |
Area served | United States, other countries and territories |
| Parent | Hilton Worldwide |
Tru by Hilton represents a midscale hotel brand based in the United States and is part of the portfolio of Hilton Worldwide.
History
Introduced in January 2016 during the Americas Lodging Investment Summit held in Los Angeles, Tru by Hilton was developed to rival competitors such as Comfort Inn and La Quinta. The initial properties were slated to open within the same year. The brand emphasizes streamlined room layouts, featuring platform beds instead of traditional box springs and incorporating a "landing zone" designed for luggage and clothing storage as an alternative to conventional dressers. Room dimensions were optimized by removing large TV cabinets, made possible by the use of flat-screen televisions, resulting in narrower rooms than usual. Each room includes a desk equipped with a movable chair to allow versatile positioning.
By February 2021, Tru by Hilton had expanded to 178 franchised hotels containing a total of 17,403 rooms across two countries and territories.
Operations
Operating as a franchise under the Hilton Worldwide umbrella, Tru by Hilton secured over 100 franchise agreements at its inception, focusing on the midscale lodging segment. Its scalable design accommodates various property sizes suitable for urban centers, suburban areas, airports, or locations near highways. Early market entries included cities such as Atlanta, Cheyenne, Dallas, Houston, Chicago, St. Charles (St. Louis), Denver, Portland, Boise, Oklahoma City, and Nashville.
The hotels provide limited dining options and feature a communal space called The Hive, which serves as a spacious central lobby divided into distinct zones for dining, working, recreation, and relaxation. The reception area, referred to as the Command Center, incorporates a social media display intended to enhance guest interaction.