MCLEAN, VA—Hilton Worldwide has broken ground on its first Tru by Hilton property, located in McDonough, GA. The celebration marked the fastest brand announcement to groundbreaking in Hilton history, less than eight weeks after Tru’s public debut, according to the company. The milestone event tossed traditional hard hats and shovels aside, treating guests to an unveiling of 3D chalk paintings created of the hotel’s exterior and guestroom design, as well as an interactive photo booth that placed them right inside the lobby of the hotel.
The 98-room, four-story hotel is located at 251 Avalon Ct. and is owned by McDonough Hotel Partners, LLC. It is expected to be completed in summer of 2017.
“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 for Tru by Hilton. “We know the brand will have broad appeal to Atlanta-area travelers 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.”
Hilton Worldwide said it has 189 Tru hotel deals in process to date, up from 130 hotels in January when the brand launched at the ALIS conference.
“Today’s groundbreaking in McDonough demonstrates Hilton’s commitment to this new brand and, importantly, its owners,” said Pete Patel, McDonough Hotel Partners LLC owner. “Tru fills a massive void in the midscale category, and we’re delighted to be the first to bring this exciting new Hilton brand to life. It will add to the offerings in McDonough and provide a new option for travelers who believe that being cost-conscious and having a great stay don’t have to be mutually exclusive.”
When completed, the new Tru by Hilton McDonough will feature an open lobby with four distinct zones for lounging, working, eating or playing. Complimentary amenities will include breakfast, coffee and tea; mobile check-in and Digital Key available through the Hilton HHonors mobile app; a multifunctional fitness center; and segment-leading WiFi bandwidth, according to Hilton.
A “Build Your Own” breakfast option will allow guests to customize their meal, and a centrally located Command Center—a re-envisioned front desk—features a 24/7 market.
“With Tru by Hilton, we are breaking through the clutter of undistinguished offerings in the midscale sector and delivering a hotel that travelers will want to go to rather than just through,” said Matt Wehling, SVP of development – North America, Hilton Worldwide.