Tru by Hilton is a brand of American chain of hotels owned by Hilton Worldwide[2][3][4] with hotels operated by franchisees.
The hotel brand was announced in January 2016 at the Americas Lodging Investment Summit in Los Angeles. It was designed to compete against Comfort Inn and La Quinta,[5] and the first Tru by Hilton hotels were expected to open late in the same year.[6]
Tru by Hilton operates 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.[8][9] The brand will occupy the mid-scale hotel market.[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] The brand's initial locations were in the Atlanta, Cheyenne, WY, Dallas, Houston, Chicago, St. Louis: St. Charles, Missouri, Denver, Portland, Boise, ID,[12] Oklahoma City and Nashville markets.[3][9]
The hotels 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.[5] The front desk, called the Command Center, also features a social media wall to engage guests.[13]
