Hilton Unveils Midscale Brand Tru

Hilton Worldwide has launched Tru by Hilton, a midscale brand for the United States and Canada. It features an open-space lobby with lounging, working, eating and entertainment “zones;” a front desk command center with a social media wall and a 24/7 market offering wine, beer and healthy snacks and meals; and a complimentary Build Your Own breakfast bar. Hilton touts plenty of in-room power-sources, free Wi-Fi with enough bandwidth for streaming and downloading and Digital Key and mobile check-in through the HHonors app. It has 102 hotels signed and 30 more are in various stages of approval including in Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville. The first Tru hotel is expected to open in the United States by the end of 2016.