MCLEAN, VA—Hilton Worldwide said Monday it would launch a new midscale hotel brand, Tru by Hilton, with 102 locations already signed and another 30 in various stages of approval. The announcement was made in connection with the Americas Lodging Investment Summit conference under way in Los Angeles through Tuesday.
"More than 40% of all US hotel stays are within the midscale and economy sectors," says Jim Holthouser, EVP, global brands, Hilton Worldwide. "Tru by Hilton addresses a gap in the marketplace by appealing to the youthful mindset demographic, pushing the industry to marry quality and value."
Phil Cordell, global head, focused service brands, adds that the design was intended "to challenge everything we thought we knew about how a hotel in this category should be designed and to shift guests' behavior and expectations." The hotelier says the new brand, its 13th, could reach up to 18 million new travelers, mainly although not exclusively among the Millennial generation.
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Paul Bubny
Paul Bubny is managing editor of Real Estate Forum and GlobeSt.com. He has been reporting on business since 1988 and on commercial real estate since 2007. He is based at ALM Real Estate Media Group's offices in New York City.
