Hilton's Tru brand updates prototype amid expansion
This story was originally published on Hotel Dive. To receive daily news and insights, subscribe to our free daily Hotel Dive newsletter.
Tru by Hilton launched a refreshed prototype in a bid to enhance guest comfort and flexibility as the midscale brand continues to expand globally, according to a Hilton release published Tuesday.
Tru by Hilton has opened more than 300 hotels globally since its launch in 2016. The brand is seeking to expand in both primary and fast-growing secondary and tertiary markets in the U.S. and internationally, Brand Leader Andrew Harp told Hotel Dive.
The new design brings enhancements to guest rooms, public spaces and guest floors that are 'rooted in real-world feedback' from guests, owners and hotel teams, according to Harp.
Guest rooms in the refreshed Tru prototype feature a redesigned mobile rolling desk intended to offer space for working or dining, as well as improved lighting and updated furnishings to create a 'warmer, more welcoming atmosphere,' according to Hilton. A new roller shade system for window treatments also minimizes maintenance labor and downtime compared to the previous design, the company said.
A revamped lobby features soft seating and high-back chairs, as well as a media wall with lobby games. Meanwhile, the brand has added a 'heat and cool' station near the elevator offering microwaves, ice machines and water-bottle refilling in response to guest and operator feedback.
Harp said Hilton is 'focused on evolving the Tru experience in ways that drive loyalty, deliver value and set the brand up for long-term growth.'
'We're seeing strong demand from travelers seeking a vibrant, value-minded and practical hotel stay,' Harp told Hotel Dive, adding that the brand's global expansion has been driven by markets with a 'rising middle class.'
Tru's flexible model, Harp noted, will allow the brand to expand further in both primary and fast-growing secondary and tertiary markets. Tru currently has 175 additional hotels in development, according to Hilton's website.
In March, the brand opened Tru by Hilton Houston Downtown Convention Center, a dual-flag property with Home2Suites across from Houston's Toyota Center. Hilton has more than 100 dual-brand properties under development, as of a March announcement. The Tru by Hilton and Home2Suites pairing is the most common, per the company.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Yahoo
an hour ago
- Yahoo
Hotel operator NoMad chosen for Ford's Michigan Central Station in Detroit
Ford Motor Co. has found a luxury hotel operator to fill the top floors of its newly redone Michigan Central Station in Detroit. NoMad Hotels, an upscale boutique brand affiliated with Hilton and featuring a bourgeois-bohemian flair, plans to open an approximately 180-room hotel inside the former train depot in the first half of 2027. The rooms, including 30 suites, will be located on floors 14 through 18 of the building's tower, just off Michigan Avenue. The hotel also will feature a restaurant as well as bar and lounge area on the ground floor, plus a "wellness" space for guests on the third floor. The restaurant will be located on the west side of the building, within the station's to-be-rehabbed "carriage house." The carriage house's exterior clock face, now on display inside the station, is to be restored back to its original place. (The clock was stolen off the building years ago by someone who sought to preserve it from destruction, and anonymously returned shortly after Ford Motor Co. bought the whole property in 2018.) Now known as The Station at Michigan Central, the once-abandoned train depot dates to 1913 and, following its acquisition by Ford and the automaker's dramatic multiyear restoration project, reopened to the public in June 2024 as commercial, office and events space. Ford officials have for years indicated that some type of hotel would eventually be coming to The Station, although details were scarce. The official announcement for NoMad Detroit Michigan Central finally came on Monday, June 2. More: These 10 big and empty downtown Detroit buildings still need to be filled The hotel will be the first-ever occupant for the station's top five floors, officials said, as those floors were originally intended as office space for railroad-related businesses, but were never actually used or even built out. The first NoMad Hotel opened in 2012 in New York City and the brand is described on its website as a "vision of where life and art intersect." There are currently just a handful of NoMad Hotels in the world, including in New York, Las Vegas and London, although only the London location is currently affiliated with Hilton. Last year, Hilton reportedly acquired a controlling stake in New York-based developer Sydell Group to expand the NoMad brand globally. Another new NoMad Hotel is to open in Singapore in 2027. 'A year after we opened Michigan Central Station to the world, our vision to create a global innovation hub and a destination symbolizing Detroit's future is well underway,' Bill Ford, executive chair of Ford Motor Co., said in a statement. 'Together with NoMad and Hilton, we are now announcing the next phase of our ambitious vision offering visitors and the community a unique hotel destination and memorable food and beverage experiences in this iconic landmark," he continued. "The new NoMad Detroit hotel will not just be a place to stay, but an energetic and exciting gathering place for years to come.' In a recent interview, Josh Sirefman, CEO of Michigan Central, said they fielded numerous prospects for the station's hotel operator before deciding on NoMad. 'The interest internationally was amazing," he said. "We had 16 finalist proposals that we worked through and ultimately were very happy to choose the Sydell Group and Hilton together, and the NoMad brand." Sirefman said they appreciate NoMad's creative take on the "luxury lifestyle," with its emphasis on art, culture, community and novel experiences, as well as the brand's past experience operating in unique old buildings, such as how NoMad London is within a former courthouse and police station. 'So there's that ability and understanding of what it means to both honor the history and work with the history, but also to be very forward-looking," he said. Sirefman said it is too early to know potential room rates for NoMad Detroit or how many employees will be needed between the hotel and food and beverage spaces, although that number is likely in the hundreds. "NoMad has built a reputation for developing hotels that take inspiration from the history, art, design and culture that make a place unique," Sydell Group founder and CEO Andrew Zobler said in a statement, "and NoMad Detroit is poised to be no exception." Detroit has been experiencing a mini-boom in recent years of new upscale hotels. Some of the latest openings include the 154-room AC Hotel Detroit at the Bonstelle in Midtown, the nearby 227-room Godfrey Hotel Detroit that is also in Corktown, and the 158-room Cambria Hotel on Lafayette in downtown. Looking ahead, a new 600-room JW Marriott is to open in 2027 next to the Huntington Place convention center and an Edition Hotel is to open in the Hudson's site skyscraper that same year. Contact JC Reindl: 313-378-5460 or jcreindl@ Follow him on X @jcreindl. This article originally appeared on Detroit Free Press: Hotel operator NoMad chosen for Michigan Central Station in Detroit Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Skift
11 hours ago
- Skift
Hilton Pushes Deeper Into Luxury Market in Loyalty Play
Hilton expects to open three luxury properties a week this year, on average. This puts it on track to have a substantially larger share of luxury rooms than its peers, partly to make its loyalty program more attractive to travelers. Hilton is betting on luxury hotels as it chases affluent travelers worldwide who want more aspirational redemption options in its loyalty program. The hotel giant reached a milestone Monday with its 1,000th luxury and lifestyle hotel opening globally. It said it expects to add more than 150 luxury and lifestyle properties this year, equivalent to roughly three new hotels per week. "Our more than 218 million Hilton Honors members dream of those experiences and are motivated, in part, to consolidate their spend and get access to luxury properties," said Chris Silcock, president of global brands and commercial services, in a Skift interview at the NYU International Hospitality Investment Forum in New York City. Silcock will also speak on stage Wednesday June 4 in New York City at Skift's Data and AI Summit. Adding More Luxury to the Mix As of March 2024, Hilton only had 3% of its rooms in the luxury category. It held roughly three t
CNBC
14 hours ago
- CNBC
Hilton CEO on opening 150+ hotels: It'll be a really, really good year again
Chris Nassetta, Hilton Worldwide CEO, joins 'Squawk on the Street' to discuss Hilton's demand picture, the impact of tariffs and much more.
