Hilton Worldwide yesterday unveiled Tru by Hilton, a brand that is simplified, spirited and grounded in value, filling a massive void in the midscale category in the U.S. 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.

Guests of Tru by Hilton will enjoy the benefits of Hilton HHonors, the award-winning loyalty program serving more than 50 million members. Hilton HHonors offers members exclusive benefits and more ways to redeem points than any other guest-loyalty program.