About Tru by Hilton East Durham

Tru by Hilton is a brand of hotels under the influential Hilton Worldwide. It was announced in January 2016 at the Americas Lodging Investment Summit in Los Angeles. It was made to be a potential rival of the competitive Comfort Inn and La Quinta. Later that year, the hotels opened with rooms of 228 square feet each with a “clever” bathroom concept. The brand operates as a franchise, and by the time of its first public announcement it was already signed with 100 franchise deals. It competes in the mid-scale market, although its quality starts in the range of semi-luxurious. The hotels offer free food and beverage in limited options.

Their guests can also freely hang out in their large central lobby that’s not a usual design for mid-scale establishments. It’s called The Hive—divided into sections for different activities, from dining to casual lounging. The brand was designed for scalable purposes. The properties were made to vary in size to fit different settings like urban, suburban, airport, or highway areas. Within a year, the initial earnings of the hotel were promising. In 2018, the brand already has 470 hotels built or under construction, and more projects were already being brewed as well.