Meet Tru: Hilton’s New Affordable Hotel Brand

Finally, there’s a Hilton hotel that millennials, families and budget-conscious travelers can actually afford. The recently unveiled Tru by Hilton, the hospitality giant’s newest hotel brand, will have rooms priced between $75 and $90 per night.

Designed to fill what Hilton describes as a “massive void in the midscale [hotel] category in the U.S. and Canada,” the first Tru hotels are expected to open in the United States by the end of this year. More than 100 new hotels are planned in cities including Chicago; Atlanta; Dallas; Houston; Denver; Portland, Oregon; Charlotte, North Carolina; San Antonio; and Nashville, Tennessee.

Hilton said Tru, the 13th hotel brand in its portfolio, will appeal to millions of consumers who will no longer be forced to “compromise between price and a quality experience.”

“More than 40 percent of all U.S. hotel stays are within the midscale and economy sectors and Tru by Hilton addresses a gap in the marketplace by appealing to the youthful mindset demographic, pushing the industry to marry quality and value,” Jim Holthouser, Hilton Worldwide executive vice president for global brands, said in a statement. Tru will be “a hotel that’s a place travelers will want to go to rather than just through,” Holthouser added.

The Tru hotels will feature smaller, more efficiently designed guest rooms (no desks, closets or in-room coffee machines) with a 55-inch TV and lots of DirecTV channels, a pop-up desk and high-speed Wi-Fi, as well as huge lobbies that Hilton calls “a first-floor experience,” designed with areas for playing games, eating, lounging and working.

Travelers will also enjoy a free breakfast bar featuring Greek yogurt and more than 30 toppings (candy sprinkles, anyone?), oatmeal, bagels and doughnuts.

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