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We helped Hilton launch their 13th brand called Tru by Hilton. The brand was Hilton’s re-entry into the midscale hotel segment with a revolutionary new concept designed to offer business and leisure travelers a simplified and spirited experience while ultimately being grounded in value, filling a massive void in the current midscale category. The goal was to create a hotel for guests with a millennial mindset – a youthful energy, zest for life, and a desire for human connection.

Every aspect of the design, from furniture to fabric to lighting, resonates with a broad range of travelers’ needs.  The 2,770 square-foot lobby is more than just an entrance. It is an innovative, open space with unique opportunities for guests to interact with one another or spend time in one of the four distinct zones for lounging, working, eating, or gaming.

The Game Zone is filled with table games, a large-screen TV, and tiered, stadium-inspired seating. The Command Center, a centrally located re-designed front desk features a 24/7 market, offering fun snacks and refreshments, single-serve wine and beer, healthy light meal options, and sundries for purchase. Lastly, Top-It a complimentary “Build Your Own” breakfast area, consists of a toppings bar with 30 sweet and savory items, allowing guests to customize bagels, donuts, yogurt, and oatmeal to satisfy their taste buds and cravings.

Guestrooms are also designed to be smart and efficient – full of the things that matter most to guests –VSpace comfortable platform beds, 55″ TVs, expansive windows maximizing natural light, access to power everywhere, and spacious bathrooms.

Demonstrating owners’ desire for a forward-thinking and innovative midscale brand with a strong value proposition, Hilton is successfully attracting new owners and is considered Hilton’s fastest-growing brand with plans to have hundreds of properties in its portfolio by 2021.