Tru by Hilton Unveils Updated Prototype

MCLEAN, VA—Tru by Hilton has rolled out an enhanced prototype, which is designed to elevate the guest experience through several design refinements to guestrooms and public spaces, and the addition of hot breakfast offerings.

“Every great brand continually evolves,” said Alexandra Jaritz, global head, Tru by Hilton. “And, as a new brand with a ‘disruptive’ strategy, we felt the need to evolve faster and better than most. We heard from owners and guests that we had nearly all things right with the Tru by Hilton concept. But, as with any new product, we needed to make a few adjustments, which have proven during beta tests to be overwhelmingly popular with our guests and owners. Fortunately, we are at a point in our growth as a brand in which we’re able to quickly and nimbly incorporate learnings from our 24 open properties, and further refine, value-engineer and generally improve the overall prototype concept.”

The updated prototype includes:

Guestroom upgrades: Tru by Hilton has enhanced the guestrooms by adding bedside and workspace lighting—with the convenience of bedside control—as well as increasing storage and hanging capacity. Guestrooms have a completely new mobile desk and media area, along with a new TV wall unit with sound absorption qualities. In partnership with the brand, all existing properties are in the process of being retrofitted with a movable desk solution.

Lobby design updates: Tru by Hilton’s 2,880-sq.-ft. lobby, with its four signature brand areas, continues to be one of the brand’s key differentiators. The lobby gives guests the option to be alone, socially alone or engaged with others. Tru by Hilton replaced the stadium-style seating with a large sectional sofa, which creates a clear delineation between table games and board games, and improves the TV-watching experience, according to the brand.

Elevated breakfast: Tru by Hilton’s signature “Top It” breakfast, with an array of more than 35 sweet and savory toppings, features a few new hearty, hot additions. Guest feedback indicated an appetite for a greater selection of protein and hot breakfast items, so targeted changes have been made. In addition, simplified graphics, streamlined presentation, heightened team member engagement, and an updated consumer messaging campaign are part of the new look.