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Hilton Worldwide is launching a new “forward-thinking and innovative” midscale brand called Tru by Hilton.
The hotel giant said that new concept has been created to be “easily scalable to fit urban, suburban, highway and airport adjacent locations”.
Hilton added that it had already signed up 102 properties to operate under the Tru by Hilton banner, with another 30 hotels “in various stages of approval” in the US and Canada.
Christopher Nassetta, CEO of Hilton Worldwide, said: “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."
Tru by Hilton properties will feature a “reimagined” lobby, The Hive, and a reception area renamed as the Command Centre, as well as a Play Zone games area with large-screen TV and stadium-style tiered seating.
Guests will also benefit from free wifi throughout the hotel while a “build your own” breakfast service will be offered with a selection of 30 sweet and savoury options.
All rooms will feature platform beds and eight-feet wide windows, as well as 55-inch TVs.
Jim Holthouser, executive vice president of global brands for Hilton Worldwide, added: "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."
The first Tru by Hilton property is scheduled to open in the US at the end of this year. It will be Hilton’s 13th brand, following the launch of Canopy by Hilton and Curio in 2014.