MEDIA KIT CONTENTS ABOUT 2 EXPERIENCE 3 DEVELOPMENT 4 LOYALTY 5 BRAND LEADERS 6

MEDIA KIT CONTENTS ABOUT 2 EXPERIENCE 3 DEVELOPMENT 4 LOYALTY 5 BRAND LEADERS 6

ABOUT Tru by is a game-changing new midscale brand from designed to offer business and leisure travelers a simplified and spirited experience that is grounded in value. Our approach is intended to win the hearts and minds of guests sharing a common zest for life. They are united in their desire for a hotel brand that offers social engagement, unexpected certainty and vibrant simplicity. Tru is a category disruptor, breaking through the sea of sameness to offer a great stay that is fun and engaging. While other brands talk, we sing with a personality that s full of life and defined by three key pillars: Simplified We are making smart decisions on everything from technology to amenities that translate to an intuitive, effortless and efficient experience for guests. Spirited We are embracing the traveler s desire for human connection, and creating an experience that s playful, energetic and engaging. Grounded in Value We are championing the value-conscious traveler with better basics served up in a fresh, consistent and surprisingly affordable way. ABOUT 2

EXPERIENCE Designed to be a place that will make guests stop and smile and stay awhile, Tru s fresh and functional mindset applies to all aspects of the guest experience, including: Game-changing public spaces that are built for activation, from the lobby a reinvented first-floor experience with distinct yet fluid areas for guests to work, game, lounge and eat to the trend-setting fitness center allowing for workout customization. Minimal yet meaningful guest rooms that don t skimp where it matters most a comfortable bed, spacious bathroom with a great shower, 55" TV with DIRECTV, and vibrant touches throughout. Our complimentary Top It breakfast toppings bar gives you 30 sweet, savory and healthy ways to sprinkle your food with personality. Additionally, we offer a lobby coffee and tea program and 24/7 grab-and-go market filled with refreshments, single-serve wine and beer, and fun snacks and meals. Technology-forward mentality with Wi-Fi, straight to room check-in and digital key, convenient power outlets throughout for easy charging, and fixed and portable screens for entertainment or information. Fun and witty employee culture that empowers team members and engages guests through its reliable, unflappable and thoughtful approach to service. EXPERIENCE 3

DEVELOPMENT The first Tru by hotel is expected to open in Q1 2017. Tru by is a franchise-only brand that is easy to construct, operate and maintain, while delivering a strong FASTEST BRAND owner return. Designed for success in a variety of markets, the brand will develop in primary and secondary urban, LAUNCH TO FIRST GROUNDBREAKING IN COMPANY HISTORY in North America, with suburban and highway locations potential for further international expansion in the future. 120 ONE NEW TRU DEAL PER DAY SINCE BRAND support of the LAUNCH EXECUTED AGREEMENTS AND Developers of Tru receive the full Performance Advantage, an integrated system of 200+ HOTELS IN operational and marketing services that work together to create an unrivaled competitive advantage, including the VARIOUS STAGES MONTH OF OF DEVELOPMENT GROUNDBREAKINGS award-winning guest loyalty program, Honors. trubyhilton.com TRU BY HILTON DEVELOPMENT DEALS ACROSS THE U.S. OVER 300 WORKING DEALS IN PROCESS TO DATE PROPERTIES UNDER CONSTRUCTION To learn more about franchising opportunities http://partner.trubyhilton.com UPCOMING GROUNDBREAKINGS DEVELOPMENT 4

LOYALTY Tru by is the game-changing new midscale brand from, a leading global hospitality company. The brand joins s portfolio of 14 enduringly successful, world-class global brands comprised of more than 4,900 managed, franchised, owned and leased hotels and timeshare properties, with more than 800,000 rooms in 104 countries and territories. Honors Guest of Tru hotels will enjoy the benefits of Honors, the award-winning guest-loyalty program serving more than 60 million members worldwide. Honors members who book directly through preferred channels have access to instant benefits including an exclusive member discount that can t be found anywhere else. Awards o 2016 Stevie Awards: Bronze, Best New Product or Service of the Year, Consumer Services o 2016 Boutique Design s Gold Key Awards: Judges So Cool LOYALTY 5

BRAND LEADERS Phil Cordell, Global Head Focused Service and Hampton Brand Management Phil Cordell serves as the global head for focused service and Hampton brand management for, the internationally recognized pre-eminent hospitality company. The company develops, owns, manages or franchises more than 4,600 hotels globally. Its portfolio includes many of the world s best known and most highly regarded hotel brands. Cordell leads the focused service brand efforts, including Garden Inn, Hampton by, and the newest brand, Tru by. Rising from general manager of a single Hampton hotel more than 30 years ago, Cordell is now responsible for all aspects of the brands, including: strategy, global development, strategic brand positioning, product and service standards, marketing, public relations, brand culture, brand communications, hotel operations support and franchise relations. Cordell gained his franchising expertise early in his career when he helped to develop many of s franchise support systems, including: the original quality assurance process, training programs, guest assistance functions and hotel field support. In his roles as vice president of franchise operations and subsequently as vice president of hotel performance support, Cordell worked across a number of s premier brands, including DoubleTree by, Embassy Suites by and Homewood Suites by. During his tenure with Hampton, he has seen the brand grow to more than 2,000 properties, becoming the largest hotel brand in the United States. An expert in branding, franchise management and customer service, Cordell has been interviewed by The New York Times, USA Today, Entrepreneur Magazine, Harvard Business Review, Fox Business, and others; has received numerous awards and recognition for his leadership and for contributions to the hospitality industry; and is a frequent speaker and panelist on a wide variety of business and industry topics. Despite a work schedule filled with extensive business travel, Cordell enjoys exploring new countries, cultures and meeting new people. BRAND LEADERS 6

BRAND LEADERS Alexandra Jaritz, Global Head Alexandra Jaritz serves as the global head of, s game-changing new midscale brand, which is likely to become the fastest-growing new-build hotel brand in U.S. history. A brand strategist and marketing expert with more than a decade of leadership experience in the hospitality industry, and as one of only two female brand leaders at, she was hired just a year ago to change the status quo of the midscale hospitality industry as we know it today. Prior to joining, Jaritz held key executive positions with Choice Hotels International, serving most recently as a corporate officer and senior vice president of brand strategy and marketing. In that role, she was responsible for a portfolio of nine hotel brands across the midscale, economy and extended stay segments, representing 5,000 hotels and gross room revenue in excess of $5 billion. In addition to spearheading brand strategy, marketing and public relations, Jaritz directed product innovation, franchisee relations/portfolio management, and procurement services. During her tenure at Choice, she led the development of successful brand refresh strategies for Comfort Inn, Comfort Suites and Sleep Inn, driving significant increases in consumer satisfaction and ROI for developers. Additionally, Jaritz brings a unique financial perspective to Tru by, having worked as a real estate consultant at Ernst & Young LLP in the hospitality services group, and a financial analyst in the investment banking division at Lehman Brothers Inc. Jaritz received her Bachelor of Science degree in hotel administration from Cornell University, a Master of Business Administration degree from Duke s Fuqua School of Business, and completed Harvard University s executive education course in strategic marketing management. Originally from Germany, Jaritz began cultivating her deep understanding of the hospitality industry at an early age as she traveled the world with her family and held operations-focused roles at several leading hotel brands throughout her travels. Jaritz now resides in Alexandria, Virginia, with her husband, young daughter and two dogs. BRAND LEADERS 7

BRAND LEADERS Amy Martin Ziegenfuss, Vice President Focused Service Marketing As vice president of marketing for focused service brands at, Amy Martin Ziegenfuss is responsible for leading the marketing of Hampton by and Garden Inn, and the consumer launch of the company s newest brand, Tru by. In her role, she is responsible for the development and execution of brand positioning, driving digital commerce, traditional advertising, promotions and public relations. Ziegenfuss is a seasoned marketer, with 20 years of experience building global brands and driving digital commerce through high-impact advertising and marketing across broadcast, print, digital and social media. She has experience leading teams and campaigns across North America and EMEA in public companies and franchise organizations. Prior to joining, Ziegenfuss oversaw the advertising, creative and social media strategy for Choice Hotels, where she led the brand s relaunch, oversaw the national advertising strategy and campaign implementation, and led the brand s multicultural marketing initiatives across African American, Hispanic and LGBT segments. Ziegenfuss also spent time in Europe, where she led pan- European efforts for Choice Hotels, including strategic planning, creative development, and campaign management of offline and online advertising and marketing for the company s family of brands. Prior to her time at Choice, Ziegenfuss held marketing roles at a variety of organizations across financial, health care, and nonprofit sectors, as well as a stint at an agency. She earned a bachelor s degree in communications from Hood College in Frederick, Maryland, and a Master of Business Administration degree from George Washington University. She spent seven years living and working in London, and is a keen traveler, reader, diver, horse rider and cook. BRAND LEADERS 8

BRAND LEADERS Gina Valenti, Vice President Focused Service Brand Hospitality As the vice president of brand hospitality for focused service brands for, Gina Valenti is a 27- year veteran of the travel and hospitality industries. She is passionate about inspiring team members to shine by joyfully engaging their hearts and minds with a brand s culture and values. Her success in developing team members led to tap Valenti in 2010 to lead the company s first owner services team. The goal: to engage the hearts and minds of franchise owners in each of s 14 brands. Valenti created the first comprehensive, international owners recognition club, new communication channels, numerous national and international events, and the first global database of key owner metrics. In her current position, Valenti focuses on igniting team members with a brand s hospitality to deliver the very best in customer service. She makes sure that Hamptonality, Bright Hearted and Tru Spirit help fulfill s vision: To fill the earth with the light and warmth of hospitality by delivering exceptional experiences every hotel, every guest, every time. Valenti entered the hotel business working at the Embassy Suites in Arcadia, California, where she began each day checking out guests and flipping pancakes. In 1994, she was promoted to her first corporate position with Promus Hotel Corporation, which was later acquired by Hotels Corporation. She has since developed training programs for Hampton by, Homewood Suites by, Embassy Suites by,, Garden Inn and DoubleTree by hotels, as well as launched reward and recognition programs that are still in place today. Valenti is a graduate of California State University Northridge and holds a Bachelor of Science degree in business administration, human resource management/labor relations. BRAND LEADERS 9

CONTACTS FOR ALL MEDIA INQUIRIES, PLEASE CONTACT: Jennifer Hughes Director, Public Relations Focused Service Brands 901.374.6518 jennifer.hughes@hilton.com Astrid Egerton-Vernon Director, Corporate Public Relations 703.883.5696 astrid.egerton-vernon@hilton.com 10