Hotels Hilton aims to offer a memorable midscale stay with new brand By Danny King / January 25, 2016 Share 1 Tru hotels will offer a complimentary "build-your-own" breakfast. -- Hilton Worldwide on Monday revealed that its new midscale brand will be called Tru by Hilton, and said that its first U.S. hotel will open by the end of the year. The company said it has agreements for 102 Tru hotels, plus 30 in various stages of approval for cities including Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.Hilton said last summer that it would launch a midscale brand, enabling it to pursue a market that it currently doesn't serve. Further, Hilton indicated that U.S. midscale brands don't offer a memorable experience, and in that regard Hilton intends to fill a "massive void" with Tru.Well-known midscale brands include Best Western, La Quinta, Quality Inn and Ramada."The Hive," Tru's lobby concept, will offer four separate zones, including one for lounging. “More than 40% of all U.S. hotel stays are within the midscale and economy sectors, and Tru by Hilton addresses a gap in the marketplace by appealing to the youthful mindset demographic, pushing the industry to marry quality and value,” said Jim Holthouser, executive vice president, global brands, Hilton Worldwide. “We’re breaking through the clutter of undistinguished offerings to capture the hearts of today’s travelers and anticipating the needs of tomorrow’s guests, while delivering a hotel that’s a place travelers will want to go to rather than just through.”Tru will focus on travelers from the millennial generation and will feature a lobby concept called the Hive with zones for lounging, working, eating and playing. The Play Zone will be equipped with table games, a large-screen TV with DirecTV satellite service, and stadium-inspired seating. All guestrooms will have DirecTV, too, and 55-inch TVs on which to watch it. Also in the guestrooms: all-white platform beds, 8-foot-wide windows and "access to power everywhere," Hilton said. Bandwidth for the complimentary Wi-Fi will be sufficient to download and stream content on personal electronic devices, Hilton said.Mobile check-in will be available, as will the ability to use a smartphone as a room key.A complimentary "build-your-own" breakfast will offer 30 sweet and savory items that guests can put on bagels and donuts, and in Greek yogurt and oatmeal.When guests walk into a Tru hotel, they will see a "Command Center," which Hilton describes as a "re-envisioned front desk" featuring a social media wall and a market that sells sundries, snacks, light meals, soft drinks and single-serve wine and beer.“Tru will provide guests with a high-quality, contemporary, consistent and fresh experience at a great value,” Hilton CEO Christopher Nassetta said in a statement.