The U.S. hotel industry continues to remain robust, with 191,832 new rooms under construction as of May. That represents a 16.4% increase compared with May 2016, according to research firm STR’s latest pipeline report.
Hoteliers are also investing more in various markets, renovating hotels across the country. Here’s a roundup of some notable openings, renovations and brand announcements.
Hilton’s new Tru brand debuts
Hilton has opened the first of its new midscale brand. The debut of the first Tru by Hilton Oklahoma City Airport hotel marks another milestone. It is Hilton’s 5,000th hotel. Hilton now has 14 brands.
The McLean, Va. Company has 425 signed deals to create new Tru hotels. Ten properties are slated to open this year and 75 next year.
Hilton says it is targeting a “value-conscious” customer. The price point will be in the $100 range, depending on the location and time of year. The Tru in Oklahoma City has a 2,880-square foot lobby with spaces for working or lounging. The front desk features a social media wall with real-time content. A 24/7 “eat. & sip.” market offers snacks and refreshments, single-serve wine and beer, and light-meal options and sundries.
A complimentary “Top It” breakfast bar has 30 options for sweet and savory dishes, including bagels, donuts, yogurt, granola, hard-boiled eggs, and oatmeal.
Rooms have platform beds, 55-inch TVs, eight-foot wide windows, and several outlets for powering devices. There is complimentary Wi-Fi, mobile check-in, room selection and digital key entry to rooms available through the Hilton Honors mobile app.
“There are a whole bunch of customers that we haven’t been able to serve that we want to serve,” says Hilton CEO Christopher Nassetta about the market segment Tru is targeting.