Sneak Peek: New Hilton Brand “Tru” Launches With 102 Hotels

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If you’re a fan of Hilton hotels, you’ll soon have a new option for affordable stays.

Hilton announced a new brand called “Tru,” which will be a budget-friendly place to stay with a youthful vibe.  The concept reminds me of a cross between a Hyatt Place and a youth hostel!

The 1st Tru hotel will open towards the end of 2016.  Currently, 102 locations are planned in cities like Atlanta, Dallas, Houston, Chicago, Denver, Nashville, and Portland.

Sneak Peek New Hilton Brand Tru Launches With 102 Hotels

A New Hilton Choice for Travelers on a Budget – Tru Hotels Will Arrive in Late 2016

I’ll let you know what to expect.  And I’ll share my wish list for Tru!

What’s the Deal?

Link:   Tru by Hilton

Link:   Hilton Tru Press Release

New Tru hotels will begin opening in late 2016, starting in US cities, but later expanding worldwide.  Their aim is to offer basic, comfortable accommodations to folks who are NOT looking for luxury or fancy perks.

So far, they’ve suggested the average rate for a room at Tru hotels will be ~$90 to ~$100 per night.  That’s a little less than the usual price of a Hampton Inn hotel, which is the most similar of Hilton’s current brands (they also include free Wi-Fi and breakfast).

Sneak Peek New Hilton Brand Tru Launches With 102 Hotels

Tru Hotels Will Have an Open Lobby With Spaces for Socializing, Snacking, or Playing Games and Watching TV

It looks like Tru hotels are encouraging socializing with an upbeat, open feel.  They will offer:

  • Complimentary upgraded Wi-Fi (they imply it will be better than other hotels)
  • An open-space lobby with areas for eating, working, and playing (table games and a large-screen TV with stadium seating!)
  • 24/7 market with light meals, snacks, drinks, and toiletries
  • Guest rooms with 55″ televisions, 150+ DIRECTV channels, and lots of power outlets
  • Fitness centers
  • Free breakfast!

About that free breakfast …

A complimentary “Build Your Own” breakfast consisting of a toppings bar with 30 sweet and savory items allowing guests to customize bagels, donuts, Greek yogurt and oatmeal to satisfy their taste buds and cravings

Breakfast toppings for donuts?  There goes my waistline!  😉

As with most budget hotels, the rooms will be small.  Double queen rooms will measure 275 square feet, and king rooms are even smaller at 231 square feet.  To compare, an average hotel room is usually 300 to 400 square feet.

I took the virtual tour and there doesn’t seem to be a traditional desk.  But there’s a rolling chair with an attached desk arm.

This brand might not work well for families with small children.  Because bathrooms at Tru hotels will only come with a shower and no bathtub.

Sneak Peek New Hilton Brand Tru Launches With 102 Hotels

100% Chance of Me NOT Singing in the Shower, but You Might Choose to Bust out Your Best Tunes!

I can see this brand appealing to young (or young-at-heart!) singles or couples who enjoy meeting fellow travelers and don’t care much about luxury perks or decor.  Or folks who just want a clean, comfortable place to crash for a night or two.

I really like that upgraded Wi-Fi and complimentary breakfast are included.  That can be a time and money saver!

Check out the Hilton Tru promotional video to get a better feel for this new brand:

I’m hoping award stays at these hotels will fall into the lower Hilton categories.  If that’s the case, this will be a terrific opportunity for folks who like to stretch their Hilton points for the most nights.

I like that we’ll soon have more options for using Hilton points!  Tru hotels could be great for folks who don’t plan to spend much time in their room.  And instead will be hanging out in shared spaces when they’re not exploring the city.

Remember, there are lots of ways to earn Hilton points!

I’ll update y’all when I find out more about where Tru hotels will be located, and what award nights will cost!

Bottom Line

There’s a new Hilton hotel brand coming in late 2016Tru hotels promise to cost Small Money while offering modern and clean accommodations.

I like that Tru will include free breakfast, improved Wi-Fi, and other features like DIRECTV and areas for socializing, playing games, and grabbing snacks and drinks.

But rooms are small and there are no bathtubs, just showers.

We don’t know yet what award nights will cost, but I’m hoping they’ll be reasonable!

What do you think of this new brand?

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3 responses to “Sneak Peek: New Hilton Brand “Tru” Launches With 102 Hotels

  1. In reply to Marriott’s Moxy brand? Both should appeal to a ‘young at heart’ public although I see some differences in the implementation. Moxy’s are less colorful and the Moxy brand is currently being rolled out mainly in EU.

  2. Concept reminds me of the Aloft brand from SPG, in terms of the open common areas for socializing and the young, hip vibe. The Aloft at KL Sentral in Kuala Lumpur was pretty cool, for example. Hopefully these will be in lower categories for points stays.

  3. So as a Hilton Diamond, what perks would the Tru brand provide?

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