Tru by Hilton Expands in Three College Towns

By Gail Kalinoski

Tru by Hilton Auburn in Auburn, Ala.,

Hilton’s midscale hotel brand, Tru by Hilton, continues its expansion by adding five properties, including the first three locations in college town markets.

“We’re excited to open properties in college towns where there is a need for a comfortable stay at an affordable price. When families visit their children away at college, they want an inviting place to stay with proximity to the university campus and downtown area,” Alexandra Jaritz, global head, Tru by Hilton, said in a prepared statement. “We look forward to expanding our presence in more college towns across the country.”

The 106-key Tru by Hilton Madison West is located near the University of Wisconsin-Madison campus and a short drive from downtown Madison, Wis.

The 98-key Tru by Hilton Auburn is off Interstate-85, four miles from Auburn University and a 10-minute drive from downtown Auburn, Ala.

The 90-key Tru by Hilton Tallahassee Central is nine miles from Tallahassee International Airport and four miles from Florida State University and downtown Tallahassee, Fla.

Growth since launch

The hotel brand also recently opened the 82-key Tru by Hilton Salt Lake City Airport hotel, located in the SLC International Center in Salt Lake City, Utah. The 79-key Tru by Hilton Williamsville Buffalo Airport hotel in upstate New York was also added to the portfolio. The hotel, which is part of a dual-branded property with an 86-key Home2 Suites by Hilton, is located next to the Buffalo Niagara International Airport and is a short drive to Niagara Falls.

Tru by Hilton was launched two years ago to fill a void in the midscale category in the U.S. and Canada. Aimed at Millennial travelers, the brand features a 2,880-square-foot lobby with areas to work, play and lounge, a fitness center, complimentary breakfast bar, and tech features such as Wi-Fi, mobile check-in and digital key entry. Rooms are smaller but feature comfortable beds and larger bathrooms.

More than 470 hotels are in various stages of the development process, with nearly 300 in the pipeline. When the Madison hotel opened last week, it was the brand’s 20^th property in the U.S. Last month, Tru by Hilton opened three Southern U.S. hotels in Meridian, Miss., Louisville, Ky., and Little Rock, Ark. In late February, three openings were held in Garland, Texas, Farmville, Va., and Cedar Rapids, Iowa.

The brand is also expected to open three Tru by Hilton hotels in Canada over the next two years. Tru by Hilton Edmonton-Windermere, a 92-key property in Alberta, is set to open this year. Two properties are scheduled to open in Ontario in 2019.

Image courtesy of Tru by Hilton