Construction work has started on Hilton’s first ever Tru hotel.
The ground-breaking of the new Tru by Hilton property in the US state of Georgia comes less than eight weeks after Hilton first announced the new brand. Tru will be a midscale concept designed for “millennial” travellers, according to Hilton.
“Tru is a disruptive brand, as evidenced by its statement-making entrance to the midscale category and now the Atlanta market,” said Alexandra Jaritz, global head of Tru by Hilton.
“We know the brand will have broad appeal to… travellers who span generations but share a similar youthful mindset. At its core, Tru is value-engineered to provide guests with a contemporary, consistent and fresh experience in an affordable way, while at the same time being operationally efficient to our owners.”
The new 98-room, four-story hotel is expected to be completed in summer of 2017. And Hilton is planning a rapid roll-out of the new brand, with more than 100 hotels already signed in cities across the US, including Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.
Key hotel features will include open lobbies, games areas, complimentary ‘Build Your Own’ breakfast, and rooms with free Wi-Fi and multiple power outlets. Guests will also be offered mobile check-in, room selection and digital keys through the Hilton app.
“With Tru by Hilton, we are breaking through the clutter of undistinguished offerings in the midscale sector and delivering a hotel that travellers will want to go to rather than just through,” said Matt Wehling, Hilton’s senior vice president of development for North America. “[More Tru hotels] will be breaking ground across the US in the coming months.”