Tru by Hilton
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| Franchise | |
| Industry | Hospitality |
| Founded | January 2016 |
| Founder | Hilton Worldwide |
| Headquarters | McLean, Virginia, U.S. |
| Parent | Hilton Worldwide |
| Website | www.trubyhilton.com |
Tru by Hilton is a brand of hotels trademarked by Hilton Worldwide (NYSE: HLT).[1][2][3] The hotel brand was announced in January 2016 at the Americas Lodging Investment Summit in Los Angeles.[4] The first Tru by Hilton hotels are expected to open in late 2016.[5]
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.[6][7] The brand will occupy the mid-scale hotel market.[8] 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.[9]
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.[10] 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, Denver, Portland and Nashville markets.[2][7]
References
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