Tru by Hilton, a revolutionary new midscale brand from Hilton Worldwide (NYSE:HLT) and the fastest growing new-build hotel brand in U.S. history, broke ground on its 10th property, located in Auburn, Alabama. The 98-room Tru by Hilton Auburn is owned by RAM Hotels and is expected to open in Fall 2017.
The decision to invest in the Tru brand was an easy one to make,” said Matt Patel, executive vice president of RAM Hotels. “We are incredibly proud to be a member of the Hilton Family with six Hilton properties and four more in development including this Tru by Hilton in Auburn,” he said.
RAM Hotels was one of the first-ever developers of the Home2 Suites by Hilton – an all-suite extended-stay property – and has been a major advocate of the brand. “Ever since the beginning of [Home2 Suites], we have been amazed at how much energy and strength these new brands have as part of Hilton engine,” Patel said. “We believe Tru will once again deliver the same dominant results and be a major player in the marketplace.”
Grounded in value for business and leisure travelers, Tru by Hilton will offer smart and efficiently designed guest rooms and reimagined public spaces, to appeal cross-generationally. The brand will also offer complimentary amenities including a customizable toppings bar breakfast; coffee and tea; mobile check-in and a digital key available through the Hilton HHonors mobile app; a multifunctional fitness center; and segment-leading Wi-Fi bandwidth.
“The Tru concept is any developers dream come true,” Patel said. “The hotel is easy to build, easy to operate and easy to maintain. It is well thought out and engineered to deliver a strong value for owners without sacrificing the experience for our guests. Everything about this brand is different from what’s currently available in the market.”
Mayor Bill Ham, Jr., local representatives from the Auburn and Opelika Chambers of Commerce, Tourism Bureau and Economic development offices, Frank McFadden with Hilton Worldwide, as well as Rinkesh Patel and Matt Patel with RAM Hotels, were onsite to celebrate the new property’s groundbreaking.