Hilton Worldwide Aims to ‘Change the Game’

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Hilton Worldwide Aims to 'Change the Game'On Monday, MGW was briefed by the team at Hilton Worldwide on the unveiling of “Tru by Hilton,” a brand that is “simplified, spirited and grounded” in value, filling what the hospitality giant calls a massive void in the midscale category in the U.S. and Canada.

Built from a belief that being cost conscious and having a great stay don’t have to be mutually exclusive, Tru by Hilton offers an experience unlike anything in its space, consistently delivered in a surprisingly affordable way.

We’re told that Hilton Worldwide already has 102 hotels signed and an additional 30 hotels in various stages of approval in cities including Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.

“We are incredibly excited to be launching Tru by Hilton, which will serve the largest segment of the hotel market, but a segment where no brand is meeting guests’ current needs,” said Christopher J. Nassetta, president and CEO of Hilton Worldwide. “Tru will provide guests with a high-quality, contemporary, consistent and fresh experience at a great value for customers, while at the same time delivering strong returns to our owners.”

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