Virtually all the major global hotel groups are growing the number of hotel brands they have. The reason for these brands isn’t directly because they’re trying to appeal to consumers, but rather because they’re trying to appeal to hotel owners. The major global hotel chains only manage a vast majority of their properties, so a hotel owner might be excited about being able to invest in the first hotel of its type in a city, rather than the sixth Hampton Inn, for example. That’s the main reason we’ve seen such a big increase in the number of hotel brands.
Since early last year, Hilton has introduced two new hotel brands — Tru by Hilton and Tapestry Collection by Hilton. Here’s how Hilton describes Tru:
“Welcome to Tru by Hilton, a revolutionary new brand that is simplified, spirited and grounded in value for guests with a zest for life and a desire for human connection. We have created an original, back-to-basics experience with soul—grounded in value and anchored in the DNA of Hilton—to win the hearts and minds of guests who are looking for social engagement, unexpected certainty and vibrant simplicity.”