Hilton Worldwide (NYSE: HLT) yesterday kicked off a month of groundbreaking celebrations for its youngest and fastest-growing hotel brand in company history, Tru by Hilton. A ceremony in Lancaster, Pa., this week marked the first of 10 groundbreakings Tru by Hilton will host in the next 30 days all over the country. The event series, spanning Pennsylvania, Texas, Mississippi, Iowa, South Carolina, Alabama and Virginia, will demonstrate Tru’s commitment to breaking the mold at every occasion and celebrate the one-year anniversary of introducing Hilton Worldwide’s new midscale brand to the development community.
“We launched Tru with the goal of reinventing the midscale segment, and its phenomenal success proves the market was ready for this truly disruptive brand,” said Christopher J. Nassetta, president and CEO, Hilton Worldwide. “Tru has exceeded even our most optimistic growth expectations and we are thrilled to see it on 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 in process.
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 10 groundbreakings in 30 days with some of our most valued developers ahead of this year’s conference,” said Alexandra Jaritz, global head, 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 DIRECTV 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.
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, 5-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, including:
- York, Pennsylvania: August 31, 2016
- Meridian, Mississippi: September 7, 2016
- Auburn, Alabama: September 8, 2016
- Ridgeland, Mississippi: September 9, 2016
- Cedar Rapids, Iowa: September 13, 2016
- Garland, Texas: September 15, 2016
- San Antonio, Texas: September 20, 2016
- Farmville, Virginia: September 21, 2016
- Sumter, South Carolina: September 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,” said Jaritz. The month of groundbreaking celebrations brings the total number of groundbreakings for Tru by Hilton up to 13. Tru by Hilton is believed to be the fastest growing new-build hotel brand in U.S. history. The first Tru by Hilton property is expected to open in summer 2017 in Oklahoma City.