This Monday Hilton Worldwide officially launched the new Tru brand to the midscale hotel market. Hilton already has 102 Tru franchises signed with 30 more in the pipeline. Base4 is excited to be working on designs for several of these throughout the US.
With the Tru flag, Hilton is targeting a cross generation of travelers who respond to a mass appeal product. The standard Tru prototype will feature a large 2,800 sqft lobby and 98 guestrooms. Standard guestrooms will be on the smaller size with 231 sqft and 275 sqft options. Excluding land, Hilton anticipates development costs projections of $85,000 per key. These options make Hilton Tru a very competitive player in the midscale market. Hilton is targeting a $90 to $100 ADR range and ultimately foresees this brand becoming its largest in terms of total units.
We are excited to be an early part of this new brand and look forward to assisting our clients in the development of more Tru properties in the market.
Blair D. Hildahl
*Renderings courtesy of Hilton Worldwide Holdings