When a concept works, enterprising people take the reigns a expand the concept as fast as possible. Such is the case with the Tru concept which was initiated just three years ago. Today, there are 100 hotels in operation throughout the Americas and over 320 additional hotels slotted to be developed in the future.
Global head of Tru by Hilton Talene Staab offered his perspective on the brand’s success to date, "Tru by Hilton was developed from the ground up based on consumer and owner feedback to deliver an offering that both find valuable. Created with developers in mind, owners have been a critical part of the brand's success throughout every stage, from conception to today, and their commitment and excitement for Tru continues to drive our momentum."
One of the owners and early adopters of Tru by Hilton is Mitch Patel, the president and CEO of Vision Hospitality Group. The group operates 40 hotels across the country. Patel provided some of his insight into why he thought the concept made sense.
“The midscale segment is the largest of all segments within the hospitality industry. Hilton saw a void in the segment, and that was the birth of Tru. Hilton did a brilliant job getting a focus group together, including a group of long-time owners, of which I was honored to be part of. The team asked for owner input right from the beginning and really listened to that feedback every step of the way. As such, Tru is truly a brand that has been designed in collaboration with the development community.”
