Hilton Worldwide began a month of groundbreaking celebrations for its youngest hotel brand, Tru by Hilton. A ceremony in Lancaster, Pa., this week marked the first of 10 Tru by Hilton hotels developments that are starting over next 30 days all over the U.S. The event series, spanning Pennsylvania, Texas, Mississippi, Iowa, South Carolina, Alabama and Virginia, will celebrate the one-year anniversary of introducing Hilton Worldwide’s new midscale brand to the development community.
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“Tru’s success is proof that the midscale segment was ready for a brand to disrupt and reinvent the whole category,” said Christopher J. Nassetta, president and CEO, Hilton Worldwide. “Tru continues to exceed even our most optimistic growth expectations and has entered the fast track to becoming our largest brand.” Currently, Hilton Worldwide has 120 Tru executed agreements, totaling more than 11,000 rooms, with another 200 hotels in process representing more than 18,000 rooms. The brand is still young in its development cycle, having held its first meetings at the Lodging Conference in September 2015
“We could not ask for a more meaningful way to honor the first anniversary of Tru’s public debut than to host 10 groundbreakings in 30 days with some of our most valued developers ahead of this year’s conference,” said Alexandra Jaritz, global head for Tru by Hilton.
When completed, the new Tru by Hilton properties will provide guests with efficiently designed guestrooms and reimagined public spaces, including an open lobby with four zones for lounging, working, eating or playing. Designed to appeal cross-generationally, complimentary amenities will include breakfast, mobile check-in and Digital Key available through the Hilton HHonors mobile app, a multifunctional fitness center, more than 150 channels delivered through a partnership with DIRCTV and segment-leading Wi-Fi bandwidth.
Tru properties will offer a “Build Your Own” breakfast allowing guests to customize their meal by choosing from a variety of bases, such as hot oatmeal, and adding any of up to 30 sweet and savory items available at a toppings bar. A centrally-located Command Center – a re-envisioned front desk – has a 24/7 market offering snacks and refreshments, single-serve wine and beer, light meal options and sundries for purchase.
After kicking off construction in Georgia, Oklahoma and Wyoming earlier this year, the groundbreaking series marks Tru by Hilton’s debut in seven more states. Yesterday’s celebration of the 112-room, five-story property owned by Springwood Hospitality and located at 2320 Lincoln Highway East in Lancaster, Pa., is followed by more Tru by Hilton events across the country:
· York, Pa.: Aug. 31, 2016
· Meridian, Miss.: Sept. 7, 2016
· Auburn, Ala.: Sept. 8, 2016
· Ridgeland, Miss.: Sept 9, 2016
· Cedar Rapids, Iowa: Sept 13, 2016
· Garland, Texas: Sept 15, 2016
· San Antonio, Texas: Sept 20, 2016
· Farmville, Va.: Sept 21, 2016
· Sumter, S.C.: Sept 23, 2016
“With the number of hotels focusing strictly on millennials, we’re proud to be different with a hotel designed to attract a broad spectrum of travelers who share a common ‘zest for life’ mindset, whether they are millennials, GenXers, or boomers,” Jaritz said.
The month of celebrations brings the total number of groundbreakings for Tru by Hilton up to 13.