Hilton Hotels has revealed plans to refresh its Tru brand as it prepares to grow its global presence further.
The midscale brand has launched a new prototype for its hotel interiors, featuring a number of updates. Aimed at improving guest comfort and flexibility, these include a mobile, rolling desk in guest rooms that can shift easily from a working space, to a dining table.
Responding to guest feedback
Rooms will also benefit from updated furnishings, improved lighting and a new roller shade for windows, promising easier maintenance while being more intuitive for guests in use. Many of these updates were driven by feedback from guests and Hilton operational teams.
Elsewhere, in lobby areas there will be new soft seating featuring high back chairs, enhancing the space as an area to meet and connect. And a redesigned media wall will encourage more guests to partake in games, with interaction a key part of play.
Along each floor of the hotel’s accommodation, a new heat and cool station will be included. This features a microwave for heating food, an ice machine for those cool drinks, and a refilling station for water bottles.
The brand was launched in 2016, and has since grown to a portfolio of more than 300 hotels around the world. In recent months, new openings of Tru hotels have taken the brand into new markets including Chile, Colombia and Vietnam.
“Our journey has been defined by rapid growth, continuous innovation and a commitment to delivering a stay that’s simple, spirited and smart,” said Hilton’s Tru brand leader, Andrew Harp. “We’re excited to continue expanding our presence around the world and to welcome even more travellers to experience the Tru difference.”
“This prototype refresh reflects how we’re listening, both to our guests and our owners. Every update is rooted in real-world feedback, from added in-room flexibility to smart, efficient touches that improve operations. As we look to the future, we’re focused on evolving the Tru experience in ways that drive loyalty, deliver value and set the brand up for long-term growth.”
The brand continues its growth and further new market launches. The pipeline through the rest of 2025 includes the summer opening of Tru by Hilton Montreal Centre-Ville in Canada, plus the addition in Mexico of Tru by Hilton Saltillo.
Growing at pace in the US
In its home market of the United States, Hilton has a string of Tru hotels under construction. These include Nashville, San Diego, Cleveland, Huntsville, Norwalk and Cape Girardeau.
The brand is growing across Latin America. In Costa Rica, the group is planning a 150 room hotel at San Jose airport, plus at Punta Cana in the Dominican Republic. And in Puerto Rico, a new property is in development at San Juan, due to open in late 2026. The brand is also making its way to Honduras, with Tru by Hilton Comayagua in planning.
