Hilton’s Tru brand opens in three new US states

by | Mar 29, 2018 | Chains

Tru by Hilton is making its presence known in three more US states. Texas, Virginia and Iowa will now be home to a number of new Tru by Hilton hotels. We take a look inside this expansion.

Tru takes on new territory

Tru, Hilton’s midscale lifestyle brand, has proved itself a success since opening a little less than a year ago. Championing unique experiences with the same great quality of service and accommodation you would expect from Hilton, Tru is a “brand providing a simplified and spirited approach that is grounded in value for business and leisure travelers. The brand is modern and functional, offering social connectivity with reimagined public spaces, including an open lobby comprised of four areas where guests can work, play, lounge, and eat.” Tru continues its expansion by announcing the opening of a further three properties in the US states of Texas, Virginia and Iowa. Alexandra Jaritz, global head of Tru by Hilton, says of the brand’s mission, “When we first concepted Tru by Hilton, we understood the challenge of delivering a consistent product across a franchise brand while offering that tailored experience our guests are seeking and expecting. We know today’s travelers enjoy taking in local sights and activities, so we strive to provide those opportunities both inside and outside of our hotels, from the unique murals in our lobby to local recommendations of things to do and see provided by our team members.”

Tru’s truly unique properties

Tru’s brand image is one of fun, friendliness and accessibility. Tru knows that their guests, whether they are traveling for business or pleasure, like nothing better than engaging with the local area and experiencing the best that the destination has to offer. To cultivate this sense of wonder and curiosity, each Tru hotel tries to make an impression on the visitor as soon as they arrive, and this is why each Tru lobby is adorned with an eye-catching mural that greets guests when they walk in the door. Each mural is specific to the particular location, and is designed in collaboration with the hotel’s general manager, who will know what defines the particular location so this essence can be communicated with the guest. One of the new properties will be a 91-key property in Garland, Texas. Guest at the Texan hotel will have easy access to the Hawaiian Falls Water Park, making this a great option for families with kids. The second new property will be located in Farmville, Virginia, and will be a 106-key hotel situated between two of the area’s key universities. Finally, the third property is in Cedar Rapids, Iowa. This 82-room hotel benefits from multiple shopping and entertainment facilities close by in the adjacent Westdale Mall Complex.

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