Hilton Worldwide has unveiled Tru by Hilton, a brand that is simplified, spirited and grounded in value, filling a massive void in the midscale category in the US and Canada.

Built from a belief that being cost conscious and having a great stay don’t have to be mutually exclusive, Tru by Hilton offers an experience unlike anything in its space, consistently delivered in a surprisingly affordable way.

Demonstrating owners’ desire for a forward-thinking and innovative midscale brand with a strong value proposition, Hilton Worldwide already has 102 hotels signed and an additional 30 hotels in various stages of approval in cities including Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.

“We are incredibly excited to be launching Tru by Hilton, which will serve the largest segment of the hotel market, but a segment where no brand is meeting guests’ current needs,” said Christopher Nassetta, president, Hilton Worldwide.

“Tru will provide guests with a high-quality, contemporary, consistent and fresh experience at a great value for customers, while at the same time delivering strong returns to our owners.”

Pairing a stringent focus on operational efficiency with thoughtful innovation, Tru by Hilton is more than just a place to sleep, it’s a true travel experience designed to deliver a strong value proposition for owners and guests.

The brand will appeal to a broad range of travellers who span generations but think alike; they are united by a millennial mindset - a youthful energy, a zest for life and a desire for human connection. No brand is meeting their needs in their price point today.

“More than 40 percent of all US 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 travellers and anticipating the needs of tomorrow’s guests, while delivering a hotel that’s a place travellers will want to go to rather than just through.”

Tru by Hilton’s prototype was designed to be easily scalable to fit urban, suburban, highway and airport adjacent locations.

The prototype is also adaptable to dual-branded hotels.

The first Tru by Hilton hotel is expected to open by the end of 2016 in the US.