Hilton's Tru brand updates prototype amid expansion

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Tru by Hilton launched a refreshed prototype in a bid to enhance guest comfort and flexibility as the midscale brand continues to expand globally, according to a Hilton release published Tuesday.
Tru by Hilton has opened more than 300 hotels globally since its launch in 2016. The brand is seeking to expand in both primary and fast-growing secondary and tertiary markets in the U.S. and internationally, Brand Leader Andrew Harp told Hotel Dive.
The new design brings enhancements to guest rooms, public spaces and guest floors that are 'rooted in real-world feedback' from guests, owners and hotel teams, according to Harp.
Guest rooms in the refreshed Tru prototype feature a redesigned mobile rolling desk intended to offer space for working or dining, as well as improved lighting and updated furnishings to create a 'warmer, more welcoming atmosphere,' according to Hilton. A new roller shade system for window treatments also minimizes maintenance labor and downtime compared to the previous design, the company said.
A revamped lobby features soft seating and high-back chairs, as well as a media wall with lobby games. Meanwhile, the brand has added a 'heat and cool' station near the elevator offering microwaves, ice machines and water-bottle refilling in response to guest and operator feedback.
Harp said Hilton is 'focused on evolving the Tru experience in ways that drive loyalty, deliver value and set the brand up for long-term growth.'
'We're seeing strong demand from travelers seeking a vibrant, value-minded and practical hotel stay,' Harp told Hotel Dive, adding that the brand's global expansion has been driven by markets with a 'rising middle class.'
Tru's flexible model, Harp noted, will allow the brand to expand further in both primary and fast-growing secondary and tertiary markets. Tru currently has 175 additional hotels in development, according to Hilton's website.
In March, the brand opened Tru by Hilton Houston Downtown Convention Center, a dual-flag property with Home2Suites across from Houston's Toyota Center. Hilton has more than 100 dual-brand properties under development, as of a March announcement. The Tru by Hilton and Home2Suites pairing is the most common, per the company.

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