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Midscale brand unveiled by Hilton Worldwide

Hilton world WideAnyone who loves the idea of staying in luxury hotels will welcome the news that Hilton Worldwide has launched a new brand called Tru by Hilton, which aims to be a simplified version of the famous name that offers great value.

Initially aimed at travellers in the U.S. and Canada, the new venture looks to fill a void in the midscale hotel chain category sector, which promises to be cost conscious, offer a great stay and provide an experience delivered in a surprisingly affordable way.

Largest hotel segment

Hilton Worldwide already has 102 hotels signed up for the brand and another 30 hotels in various stages of approval. Cities that will be serviced include Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.

President and CEO of Hilton Worldwide, Christopher J. Nassetta said: “We are incredibly excited to be launching Tru by Hilton, which will serve the largest segment of the hotel market, but a segment where no brand is meeting guests' current needs.”

“Tru will provide guests with a high-quality, contemporary, consistent and fresh experience at a great value for customers, while at the same time delivering strong returns to our owners.”

The brand aims to appeal to a wide spectrum of travellers of all ages and will achieve this by focusing on operational efficiency and strong value offerings.

Breaking through the clutter

In excess of 40% of all U.S. hotel stays are in the midscale and economy market sectors and Hilton Worldwide thinks that they have noticed a gap in the market where certain demographics are concerned.

Jim Holthouser, Executive Vice President, Global Brands, Hilton Worldwide, commented: “We're breaking through the clutter of undistinguished offerings to capture the hearts of today's travellers and anticipating the needs of tomorrow's guests, while delivering a hotel that's a place travellers will want to go to rather than just through.”

Hilton Worldwide is the largest and fastest-growing global hospitality company and operates in 100 different countries offering 275,000 rooms. Tru by Hilton is the latest addition to a portfolio of 13 independent yet complementary hotel brands within the group which service guests and owners across a range of price points.

If you're thinking of travelling abroad this year, be sure to organise your Worldwide Travel Insurance in advance.

Date Created: 01 February 2016

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