Hilton has celebrated the opening of the 200th property under its midscale Tru by Hilton offering.
Tru was launched in 2016, with Hilton stating at the time that the brand would be aimed at “filling a massive void in the midscale category in the US and Canada”.
Signature elements include The Hive lobby experience with four areas for lounging, working, eating or playing; a games area with large flatscreen TV and tiered, “stadium-inspired seating”; The Command Centre reception area with a social media wall featuring real-time content; and guest rooms with 55-inch TVs and free wifi.
The 200th opening was the 113-room Tru by Hilton Atlanta Galleria Ballpark, the fifth Tru property in the Atlanta area, with the Tru by Hilton Atlanta Northlake Parkway also scheduled to open in early 2022.
The brand is currently limited to North American destinations, but will expand into Latin America later this year, with the opening of Tru by Hilton Criciuma in Brazil, followed by Tru by Hilton Monterrey Fundidora in Mexico in early 2022.
There are nearly 270 Tru properties in the pipeline, with hotels set to open in Chapeco (Brazil) and Punta Cana (Dominican Republic) in 2022, as well as San Jose airport (Costa Rica), Arecibo and San Juan (both Puerto Rico) in 2023.
Hilton said that the Tru product in the Caribbean and Latin America would see “subtle refinements” inspired by the region, including Queen or two double bed guest room layouts, and localised food and beverage offerings.
Commenting on the news Talene Staab, global head, Tru by Hilton, said:
“We attribute the remarkable pace of growth to Tru by Hilton’s ability to attract new owners with a packaged approach that makes it easy for investors to join a powerhouse global company.
“Tru has shown unstoppable momentum since the brand’s inception five years ago, where it took off as the fastest brand launch in industry history. We’re elated to now have more than 200 hotels welcoming travelers across the US and Canada, and look forward to expanding our international footprint into the Caribbean and Latin America.”