MCLEAN, VA – Hilton Worldwide today broke ground on its very first Tru by Hilton property located in McDonough, Georgia. The celebration marked the fastest brand announcement to groundbreaking in Hilton history, less than eight weeks after Tru’s public debut.
Demonstrating Tru’s commitment to breaking the mold at every occasion, 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 guest room design that allowed attendees to feel as though they were part of the hotel. In addition, attendees had some fun in an interactive photo booth that placed them right inside the lobby of the hotel.
“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.
The value proposition continues to drive developer interest. Hilton Worldwide announced today that it has 189 Tru hotel deals in process to date, up from 130 hotels in January when the brand launched at The Americas Lodging Investment Summit.
“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.”
“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, senior vice president of development – North America, Hilton Worldwide. “Our fantastic partners within McDonough Hospitality Partners and Vision Hospitality are the first of many developers that see the opportunity Tru creates and will be breaking ground across the US in the coming months.”