Tru by Hilton Brand Breaks Ground in Georgia

At least 189 deals are in the works. When finished, the facility will provide smart lodging and re-imagined public spaces

Hilton Worldwide has broken ground on its pilot Tru by Hilton property situated in McDonough, Georgia. The milestone marks the fastest ground-breaking announcement in the history of the brand—less than eight weeks after the collection’s public debut.

Tossing traditional hard hats and shovels aside, the milestone event just passed welcomed attendees to an unveiling of 3D chalk paintings of the establishment’s exterior and guestroom design. The showcase made for an intimate encounter between patron and hotel.

An interactive photo booth presented on site, placing visitors inside the hotel’s lobby. The 98-room, four-storey landmark is positioned at 251 Avalon Court and is owned by McDonough Hotel Partners. The location is scheduled for completion in summer 2017.

Tru by Hilton is a revolutionary midscale hotel brand for business and leisure travellers

The marque has announced it has 189 Tru deals to date, up from 130 hotels in January. When finished, the hospitality facility will provide smart lodging and re-imagined public spaces—including a lobby with four distinct zones for lounging, working, eating, and playing.

Designed to appeal cross-generationally, complimentary amenities will entail breakfast, coffee, and tea; mobile check-in and digital key via the Hilton HHonors mobile app; a multi-functional fitness centre; segment-leading WiFi bandwidth, and a ‘Build Your Own’ breakfast proposition.

“Tru is a disruptive brand, as evidenced by its statement-making entrance to the midscale category and now the Atlanta market. We know the brand will have broad appeal to Atlanta-area travellers who span generations but share a similar youthful mindset,” said Alexandra Jaritz, Global Head for Tru by Hilton.

Video credit: HOTELIER TV