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US: Hilton Worldwide has launched a month of celebrations for its youngest and fastest-growing hotel brand in the company’s history, Tru by Hilton.
US: Hilton Worldwide has launched a month of celebrations for its youngest and fastest-growing hotel brand in the company’s history, Tru by Hilton.
The company hosted a ceremony in Lancaster, Pennsylvania this week to mark the start of work on the first of 10 Tru by Hilton properties over the next 30 days.
The event series, spanning Pennsylvania, Texas, Mississippi, Iowa, South Carolina, Alabama and Virginia, will demonstrate “Tru’s commitment to breaking the mould at every occasion and celebrate the one-year anniversary of introducing Hilton Worldwide’s new midscale brand to the development community”.
“We launched Tru with the goal of reinventing the midscale segment, and its phenomenal success proves the market was ready for this truly disruptive brand,” said Christopher J. Nassetta, president and CEO of Hilton Worldwide. “Tru has exceeded even our most optimistic growth expectations and we are thrilled to see it on the fast track to becoming our largest brand.”
Hilton Worldwide has 120 Tru executed agreements, totalling more than 11,000 rooms, with another 200 hotels in process representing more than 18,000 rooms in process.
“We could not ask for a more meaningful way to honor the first anniversary of Tru’s public debut than to host 10 groundbreakings in 30 days with some of our most valued developers ahead of this year’s conference,” said Alexandra Jaritz, global head, Tru by Hilton. “With the number of hotels focusing strictly on millennials, we’re proud to be different with a hotel designed to attract a broad spectrum of travellers who share a common ‘zest for life’ mindset, whether they are Millennials, GenXers or Boomers
trubyhilton.com
