Milestone Builds on Brand’s Momentum as Fastest Launch in Hospitality Industry History and Kicks Off Boys & Girls Clubs of America Partnership
November 30, 2018, SALT LAKE CITY – Tru by Hilton, a game-changing, hospitality industry leader from Hilton (NYSE: HLT), celebrated its rapid growth to 50 newly constructed hotels less than two years since first opening its doors. The brand marked this milestone with the Tru Connections event, featuring a CONNECT 4 Tournament hosted by *NSYNC member and entertainer Lance Bass.
Tru by Hilton is continuing its momentum as the fastest hotel launch in hospitality industry history. In addition to the nearly 50 hotels open and operating today, the brand expects most of its pipeline of 300-plus locations, totaling over 30,000 rooms, to open by 2021.
“Approaching a milestone of 50 open hotels at such a fast pace while continuing to maintain a strong pipeline is a powerful testament to the continued growth potential of this category-disrupting brand,” said Alexandra Jaritz, global head, Tru by Hilton. “The Tru Connections event celebrates our remarkable growth while encouraging even more connections in our vibrant, energetic social spaces where guests want to be.”
Developed from the ground up using consumer and owner feedback, Tru by Hilton is designed to appeal to a broad spectrum of travelers who share a zest for life. The hotel’s reimagined public spaces have been designed to allow guests to choose how they use the space and connect with their fellow travelers, including an open lobby composed of four areas to lounge, eat, work or play. Each Tru by Hilton provides a collection of popular board games – which are making a comeback with younger generations – providing a perfect way for guests to connect and relax.
To commemorate the brand’s unparalleled growth, celebrity Lance Bass hosted the Tru Connections event at Tru by Hilton Salt Lake City Airport. Hotel guests, local residents and members of Boys & Girls Clubs of Greater Salt Lake enjoyed friendly CONNECT 4 competition in the property’s open-concept lobby. Tru by Hilton and Hasbro provided more than 150 board games to Boys & Girls Clubs of Greater Salt Lake to encourage young people to make meaningful connections.
The Tru Connections event marked the beginning of brand-wide partnership between Tru by Hilton and Boys & Girls Clubs of America to provide Club teens with the foundation they need to prepare for future careers, including those in hospitality. The partnership aligns with Hilton’s corporate responsibility strategy, Travel with Purpose, and the goal to double the company’s social impact by 2030.
“Tru by Hilton is a fun brand with a lot of energy, and it’s clear how the hotel lobby is helping create connections,” said Lance Bass. “Travel for me is all about the people I meet along the way so it was an honoa privilege to host the Tru Connections event Tournament to honor the connections that Tru by Hilton is building among guests and their communities, like their support of Boys & Girls Clubs of America.”
Tru by Hilton guests don’t have to sacrifice consistency or fun for an affordable price. The brand’s innovative hotel experience focuses on the amenities and experiences that matter most to guests, including comfortable beds, smaller, more efficiently designed rooms with a mobile desk, large bathrooms with premium bath amenities, top-rate in-room entertainment, a complimentary build-your-own “Top It” breakfast bar with healthy, sweet and savory items, a 2,880-square-foot lobby with areas for guests to work, play games, eat and lounge, and a 24/7 “Eat. & Sip.” market with gourmet snacks and drinks. The hotel experience is enabled by technology including mobile check-in, Digital Key, super-fast free WiFi, remote printing, a social media wall, lobby tablets and accessibility to outlets everywhere. Additionally, Tru by Hilton properties offer fitness centers that leverage the latest fitness trends including barre, TRX bands, free weights, cardio and flexibility gear.
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