Hilton Worldwide has revealed details of its latest brand to be rolled out later this year.
Tru by Hilton will be the group’s 13th brand and is targeted at young cost sensitive travelers.
It marks Hilton’s re-entry into the mid-scale segment and already has more than 100 hotels signed for the brand.
"I ultimately think this will be our biggest brand over time," says Hilton CEO Christopher Nassetta.
"There’s an opportunity to build a new brand, if we do it right, that will drive huge demand."
Nightly rates will be around $100, the company said.
Each Tru will be a new build property or a conversion.
"We won’t take another hotel brand and rebrand it as a Tru," said Phil Cordell of Hilton Worldwide.
Tru hotels will feature smaller than average rooms with complementary Wi-Fi and public areas sectioned into dedicated zones for working, socializing and eating and drinking.
"Guests are very interested in having a great degree of flexibility. This idea of having customized experiences is very important to them," said Alexandra Jaritz, new global head of Tru by Hilton.
