Greetings to our Base4 Partners!
Tru by Hilton is believed to be the fastest growing new-build hotel brand in United States history. Last week we had the opportunity to visit the Hilton Headquarters in Memphis, Tennessee. Several partners and staff met with the Hilton A&C team who currently pioneer the Tru brand. As such, we were able to learn a great deal more about this new brand and potential franchise and expansion opportunities.
Tru by Hilton reflects a bold and spirited mid-scale brand that appeals to both cross-generational and cost-aware guests. At the headquarters we toured last week, Hilton presented a to-scale mockup of a Tru Hive (lobby) and guestroom. The Hive involves several zones to promote various working, planning, lounging, and eating activities. As a unique reinvention of the typical reception desk, the Command Center directs and engages these dynamic zones.
Hilton designed the Tru prototype to easily fit urban, suburban, highway, and airport locations. The guest rooms maximize the use of space with their respective 231sf and 275sf allocations for the King and Queen/Queen rooms. Overall, the style of the guestroom reflects a minimalistic, modern design with a focus on highly usable furniture and surfaces. Take a peek at the photos below photos that show these newly designed spaces.
Base4 has worked on Tru by Hilton projects across the United States, including developments in Alabama, Florida, Iowa, Illinois, Nebraska, North Carolina, South Carolina, and Wyoming. Renderings for a few of these are shown below. Right now our team has worked on more Tru by Hilton projects than any other Architecture & Engineering firm. Additionally, Base4 just had our first Tru by Hilton break ground in Cheyenne, Wyoming. The Cheyenne location is only the 3rd Tru by Hilton to break ground in the United States. Hilton worldwide currently has approximately 150 Tru hotels in various stages of design with plans for several hundred more in the very near future.