First Tru Debuts
Hilton brand has 425 hotels in the pipeline
The first-ever Tru by Hilton hotel has opened in Oklahoma City. The debut marks the parent company’s 5,000th property, and with 425 hotels in development, the new flag has the fastest-growing pipeline in the history of hospitality, according to Hilton, nabbing two-thirds of all planned development in the midscale segment since its launch at the Americas Lodging Investment Summit (ALIS) early last year. So far, the flag has signed deals in 41 U.S. states.
Created based on consumer and owner feedback, the new-build brand’s prototype—which was featured in Boutique Design’s March 2016 edition—was developed by Hilton in conjunction with Cincinnati-based FRCH Design Worldwide. The latter firm also won a Gold Key Award in the Judges’ So Cool category for the concept last year.
“We are pleased to celebrate our first Tru by Hilton—a brand we launched with the goal of reinventing the midscale segment by providing guests with a contemporary, consistent and fresh experience at a great value,” says Christopher Nassetta, president and ceo, Hilton.
Private, built-in alcoves with sound absorption, power outlets and work surfaces at Tru by Hilton Oklahoma City Airport. Photo: Courtesy of Tru by Hilton
That value-centric experience is designed to target guests who are “young at heart,” project participants say. Located near Will Rogers World Airport, the 86-key Tru by Hilton Oklahoma City Airport is owned by Champ Patel, ceo of Champion Hotels LLC, and features the brand’s core hallmarks, including:
- A 2,880-sq.-ft. lobby with public areas designed for guests to work, play games, eat or lounge.
- Guest rooms with a modern aesthetic designed to leverage every square foot. Those accommodations play up natural light via oversized windows and feature bright all-shower bathrooms.
- Eat. & Sip., a 24/7 lobby market offering snacks and drinks from both national and local brands.
- Tech-centric features, such as mobile check-in, digital keys, remote printing, a social media wall, lobby and market iPads, charging stations and easily accessible outlets.
- A fitness center that’s home to TRX bands, free weights, cardio and flexibility gear, and workout tablets.
Accommodations at Tru by Hilton Oklahoma City Airport. Photo: Courtesy of Tru by Hilton
“Tru by Hilton appeals to a cross-generation of travelers who share a zest for life mindset and appreciate minimal yet meaningful amenities and design,” says Alexandra Jaritz, the brand’s global head.
Patel adds, “We believe in the potential of this transformative brand, and are very excited to bring 15 other Tru by Hilton properties to life in cities across the country.”