Tru by Hilton Breaks Ground on First Property in Atlanta

By Robert Demeter

Tru by Hilton groundbreaking event in McDonough

Atlanta–Hilton Worldwide recently broke ground on its first Tru by Hilton-branded property in McDonough, Ga. Hilton first introduced its 13th brand in January 2016, and stated that the collection is aimed at younger travelers with a millennial mindset.

The event marked the fastest brand announcement to groundbreaking in Hilton history, less than eight weeks after the Tru brand’s public debut. Tru by Hilton McDonough will be located at 251 Avalon Court and is owned by McDonough Hotel Partners LLC. Hilton Worldwide 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. 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,” Pete Patel, McDonough Hotel Partners owner said in a statement.

The 98-key, four-story hotel will feature efficiently designed guest rooms and re-imagined public spaces, including a 2,770-square-foot open lobby dubbed “the hive” with four distinct zones for lounging, working, eating or playing. Amenities will include complimentary breakfast, coffee and tea, a fitness center, Wi-Fi and mobile check-in. The hotel is scheduled for completion in the summer of 2017.

“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 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,” said Alexandra Jaritz, global head for Tru by Hilton.

“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,” added Matt Wehling, senior vice president of development, North America, Hilton Worldwide.

Image courtesy of Hilton Worldwide.