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Hilton Aims at Midscale ‘Gap' with New Brand

MCLEAN, VA—Announced in connection with the 2016 Americas Lodging Investment Summit conference, the new Tru by Hilton brand is intended to appeal to "the youthful mindset demographic," says EVP Jim Holthouser.

By Paul Bubny | Updated on January 25, 2016

MCLEAN, VA—Hilton Worldwide said Monday it would launch a new midscale hotel brand, Tru by Hilton, with 102 locations already signed and another 30 in various stages of approval. The announcement was made in connection with the Americas Lodging Investment Summit conference under way in Los Angeles through Tuesday.

“More than 40% of all US hotel stays are within the midscale and economy sectors,” says Jim Holthouser, EVP, global brands, Hilton Worldwide. “Tru by Hilton addresses a gap in the marketplace by appealing to the youthful mindset demographic, pushing the industry to marry quality and value.”

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