A Midscale Market Game Changer

Filling a massive void in the midscale category, Tru was built from a belief that being cost conscious and having a great stay don’t have to be mutually exclusive. With an experience unlike anything in its space, Tru has the opportunity to capture 18 million new guests and 40% of the market who stay in economy and midscale hotels today. A focus on the bed, the shower, in-room entertainment, desired technology, engaging and lively public spaces to connect, eat, work or play—creates a hotel that is more than just a place to sleep, but a true travel experience.

Thanks to owners’ continuous input and rigorous customer research during our planning stages, every detail has been crafted for operational efficiency and simplicity to connect with guests in never-before-seen ways. Backed by Hilton’s unmatched loyalty program and commercial engine, Tru is powered by Hilton, engineered by you.

Why Develop a Tru?

Thoughtful design

Tru is value engineered to drive a compelling ROI for owners. With lower upfront investment costs, a stringent focus on operational efficiency and simplicity, and a focus on those things most highly valued by guests, this all-new-build brand is designed to be easy to build, operate and maintain to support strong owner returns.

Tru Development

Develop a brand backed by the power of Hilton.

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Tru Development Contacts

Colleen O’Shea

Senior Manager, Development - U.S. East and Canada (Tru by Hilton only)

T +1 773 263 4681