Tru by Hilton announces expansion in the Caribbean and Latin America

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Tru by Hilton announces expansion in the Caribbean and Latin America
Source: Hilton
Tue July 13, 2021

The brand adds almost 100 hotels during the pandemic and announces expansion to Brazil, Costa Rica, the Dominican Republic, Mexico and Puerto Rico


Tru by Hilton, the most accessible brand in the Hilton portfolio that is totally changing the game, celebrates its fifth anniversary with the opening of its 200th hotel. This milestone represents the tremendous growth that the brand has had since its record launch in 2016, adding nearly 100 hotels to its portfolio since early 2020 *, all in the midst of the global pandemic.

Tru was developed from the ground up from feedback from owners and consumers, and the brand continues to attract homeowners and builders from around the world, many of whom have never worked with Hilton before. Tru increased its development channel to almost 270 hotels and is now preparing to make its debut in the Caribbean and Latin America, with a new regional prototype and hotel developments in Brazil, Costa Rica, the Dominican Republic, Mexico and Puerto Rico.

Tru was designed to disrupt and change the rules of the game in the mid-range category by offering a new type of product to attract owners and developers.

Since its inception, more than one in four Tru hotels has been developed by a new Hilton owner.
From early 2020 to the first half of 2021, during a pandemic that essentially shut down all international travel, that number rose to one in three new Hilton owners.
Tru focuses on what matters most to guests, while offering a strong value proposition for owners. The brand continually attracts a new audience of members to Hilton and continues to solicit feedback from owners as it grows.

An added value with a comprehensive protocol, a small development center and an efficient staff model, Tru provides early hotel owners with an excellent starting point for opening a Hilton brand hotel, benefiting from the power and reputation of the The world's leading hospitality company, with the scale and strength of its high-performance business engine and the loyalty of its 115 million Hilton Honors members.

"We attribute the remarkable pace of growth to Tru by Hilton's ability to attract new owners with a package that makes it easy for investors to join a powerful global company," said Talene Staab, Global Director of Tru by Hilton. “Tru has shown unstoppable momentum since its launch five years ago, in which the brand took off immediately and stood out as the fastest launch in the history of the industry. We are delighted to now have more than 200 hotels welcoming travelers in the US and Canada, and we look forward to expanding our international presence in the Caribbean and Latin America. "

Tru is expected to enter the Caribbean and Latin America in late 2021 with the opening of Tru by Hilton Criciuma in Brazil, followed by Tru by Hilton Monterrey Fundidora in Mexico in early 2022. The following destinations will also soon join the lineup. brand portfolio and will be among the first to introduce Tru's regionalized prototype:

Brazil: Tru by Hilton Chapeco (scheduled to open in 2022)
Costa Rica: Tru by Hilton San Jose Airport (scheduled to open in 2023)
Dominican Republic: Tru by Hilton Punta Cana (scheduled to open in 2022)
Puerto Rico: Tru by Hilton Arecibo and Tru by Hilton San Juan Condado (both with openings scheduled for 2023).

"We work with owners and developers looking to establish a franchise in their local markets, and Tru by Hilton offers them an incredible opportunity to be part of the Hilton chain as an entry point," said Juan Corvinos, vice president of development for the Caribbean and Latin America. by Hilton. "For more than a century, Hilton has built a reputation for innovation, integrity and excellence, and the arrival of Tru by Hilton in the Caribbean and Latin America shows how we provide our developer community with the leading brands to capitalize on their vision of becoming a hoteliers backed by our leading systems and customer loyalty programs ".

As in Tru's North American design, the product for the Caribbean and Latin America is inspired by the region. The brand turned to Mexican firm Arquitectura de Interiores to design the prototype, which includes subtle refined details such as:

Room Size: The layout of the queen or two double bed rooms will offer a room size that accommodates guests in the region's highly competitive mid-range market, while retaining all characteristic attributes. of the brand's rooms, such as large windows that invite natural light into the room, along with a large TV and a mini fridge.
Updated exterior and color palette: Exteriors will feature an updated facade; plus a softer color palette.
Local Food and Beverages: 20 percent of Tru by Hilton's complimentary “Top It” breakfast buffet items will feature regional foods, and a 24/7 snack bar offering refreshments and local gourmet drinks.
Design Approach: Tru will offer a hotel design “kit of parts” to provide owners with specifications and packages that allow for prototypical implementation.

The exclusive Tru by Hilton items that guests know and love will also be offered in the region, including spacious lobbies with spaces to work, play board games, eat or relax; murals inspired by the local attractions of each property; and modern gyms that feature the  most sought- after fitness equipment such  as bars, resistance bands, free weights, cardio and flexibility equipment, and   gym tablets .

Tru by Hilton is part of Hilton Honors, the award-winning guest loyalty program for all 18 different Hilton brands. Hilton Honors members who book directly through the Hilton channels have access to instant benefits, including a flexible payment system that allows members to choose virtually any combination of points and money to book a stay, a discount Members only found nowhere else and free Wi-Fi. Members also enjoy popular digital tools available exclusively through the industry-leading Hilton Honors mobile app.

As Tru by Hilton responds to the COVID-19 pandemic, some services and amenities have been adapted to meet local government health and safety guidelines. To emphasize our commitment to guest health and safety, Tru by Hilton participates in the Hilton CleanStay program to provide an industry-defining cleaning standard. Our elevated processes and team member training have been developed to help Tru by Hilton guests enjoy an even cleaner and safer stay from check-in to departure.

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