Tru by Hilton Celebrates Rapid Growth to 50 Open Hotels With Tru Connections Event Featuring CONNECT 4 Tournament, Hosted by Lance Bass
Milestone Builds on Brand’s Momentum as Fastest Launch in Hospitality Industry History and Kicks Off Boys & Girls Clubs of America Partnership
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 a privilege to host the Tru Connections event 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.
Hi-res imagery from the Tru Connections event can be found here.
CONNECT 4 is a trademark of Hasbro and is used with permission. © 2018 Hasbro. All rights reserved. Licensed by Hasbro.
Hasbro (NASDAQ: HAS) is a global play and entertainment company committed to Creating the World's Best Play Experiences. From toys and games to television, movies, digital gaming and consumer products, Hasbro offers a variety of ways for audiences to experience its iconic brands, including NERF, MY LITTLE PONY, TRANSFORMERS, PLAY-DOH, MONOPOLY, BABY ALIVE and MAGIC: THE GATHERING, as well as premier partner brands. Through its entertainment labels, Allspark Pictures and Allspark Animation, the Company is building its brands globally through great storytelling and content on all screens. Hasbro is committed to making the world a better place for children and their families through corporate social responsibility and philanthropy. Hasbro ranked No. 5 on the 2018 100 Best Corporate Citizens list by CR Magazine and has been named one of the World’s Most Ethical Companies® by Ethisphere Institute for the past seven years. Learn more at www.hasbro.com, and follow us on Twitter (@Hasbro) and Instagram (@Hasbro).
About Tru by Hilton
Tru by Hilton is a game-changing hotel brand with more than 60 open locations across North America where guests don’t have to compromise between a consistent, fun and affordable hotel stay. Spirited, simplified, and grounded in value, Tru by Hilton is designed for cross-generational appeal, with a large, reimagined public space where guests can work, play, lounge, and eat, and efficiently designed modern guestrooms that feature a rolling desk, oversized windows for natural light, and bright, spacious bathrooms. Guests can enjoy complimentary amenities, including a free build-your-own ‘Top It’ hot breakfast with both healthy and indulgent items and more than 35 toppings; a multifunctional fitness center; and fast WiFi. Premium snacks, light meal options and single-serve wine and beer are available for purchase at the 24/7 Eat. & Sip. market. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more at www.trubyhilton.com or newsroom.hilton.com/trubyhilton, and connect with Tru by Hilton on Facebook, Twitter, YouTube, LinkedIn, and Instagram.
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 17 world-class brands comprising more than 5,700 properties with more than 923,000 rooms, in 113 countries and territories. Dedicated to fulfilling its mission to be the world’s most hospitable company, Hilton earned a spot on the 2018 world’s best workplaces list, and has welcomed more than 3 billion guests in its 100-year history. Through the award-winning guest loyalty program Hilton Honors, more than 89 million members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy, plus enjoy instant benefits, including digital check-in with room selection, Digital Key, and Connected Room. Visit newsroom.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram, and YouTube.