Hilton Worldwide kicked off a series of groundbreaking celebrations for its newest, fastest-growing hotel brand in company history, Tru by Hilton. A ceremony in Lancaster, PA this week marked the first of ten groundbreakings Tru by Hilton will host in the next 30 days all over the country. The groundbreaking for the Garland location was held Thursday, Sept. 15.
“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.
Simplified, spirited and grounded in value, Tru by Hilton has attracted unparalleled developer interest since the brand 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 ten 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 smart and efficiently designed guest rooms 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; 150+ channels delivered through a partnership with DIRCTV and segment-leading Wi-Fi bandwidth.
Sure to satisfy all taste buds and cravings, a “Build Your Own” breakfast will allow guests to customize their meal by choosing from a variety of bases, like 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 – features a 24/7 market offering fun snacks and refreshments, single-serve wine and beer, healthy light meal options and sundries for purchase.
“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,” said Jaritz.
More information is available at www.trubyhilton.com.
About Tru by Hilton
Tru by Hilton is a revolutionary midscale hotel brand providing a simplified and spirited approach that is grounded in value for business and leisure travelers. Disrupting the midscale hotel space, Tru by Hilton will offer modern and efficient guest rooms and social connectivity with reimagined public spaces, including an open lobby comprised of four zones where guests can work, play, lounge and eat. Designed to appeal cross-generationally, guests will enjoy complimentary amenities including breakfast, coffee and tea; optional mobile check-in and Digital Key; a multifunctional fitness center; and high-speed Wi-Fi. Single-serve wine and beer, fun snacks and light meal options will be available for purchase at a 24/7 retail market. Tru by Hilton is the newest addition to Hilton Worldwide’s portfolio of market-leading brands.