Today's Hotelier - November 2017 - 31

H

Tru work stations by Hilton

opportunity for easy-going engagement," she says. "The lobby
has four areas for eating, working, lounging and playing that
are distinct, yet fluid."
Check-in: The brand allows guests to choose their check-in
experience, according to Jaritz. A centrally-located front desk
serves as the area for guests to check in with a team member
in person. Tru also offers mobile check-in with room selection
and Digital Key for Hilton Honors members.
Color: Jaritz says that the brand's design celebrates color
and patterns, using a neutral base palette for most architectural finishes.
"We wanted to be design-forward without being too trendy,
but we also want to be operationally efficient for our owners
to fulfill our third brand pillar, grounded in value," she says.
That's why the brand uses neutral palettes in areas that need
a longer shelf-life and pops of color where things can be costeffectively changed over time to keep them fresh, including
furniture, window treatments, upholstery and paint finishes.
Local flare: To help guests feel a local connection, Tru hotels
have an engagement wall located across from first-floor elevators, which provides local information via a streaming live
feed including social media posts that offer suggestions of
things to do and places to eat.
"We know guests like to get recommendations from hotel
team members, so this area also features a series of white
boards where team members can offer up their favorite local
haunts," Jaritz says. "As a final touch, each Tru hotel has a
mural designed specifically for that location as a key focal
point within the lobby space."
■

PHOTO COURTESY OF HILTON

ilton announced the launch of its new midscale brand
last year. Since then the brand has been on a development fast-track with hundreds of deals in various
stages of development on the books. More recently, the first
Tru by Hilton property opened in May to Oklahoma City locals
and visitors.
The demographic: The brand targets the cost-conscious traveler and was "built from the belief that being cost-conscious
and having a great experience do not have to be mutually
exclusive," says Alexandra Jaritz, global head of Tru by Hilton.
"The brand was built to appeal to a cross-generation of
travelers like millennials, Generation X'ers and boomers, who
share a zest-for-life mindset and an open-minded optimism,"
she says. "Our guests appreciate minimal yet meaningful features delivered consistently, including a fresh contemporary
design and tech-savvy amenities, all at a great value."
Public spaces: Tru was developed using consumer feedback;
therefore, the public spaces are designed for what guests
want, Jaritz says.
"Our open-floor lobby truly captures the essence of
what today's travelers are looking for in public spaces: an

PHOTO COURTESY OF HILTON

Local flare: The brand's design is drawn from the hotel's
location and surrounding community, Villamil says.
"Each hotel has a unique local narrative that is irreverently
translated into the interior designs," he says. "Recognizable
local inspiration can be found throughout the hotel's interior
elements."
For example, The Corner, where guests can work and socialize, provides a curated collection of local books and magazines.
The brand's bar and restaurant experience delivers locally
inspired food and signature cocktails.

Tru lobby by Hilton
TODAYSHOTELIER.COM | NOVEMBER 2017 | 31


http://www.TODAYSHOTELIER.COM

Table of Contents for the Digital Edition of Today's Hotelier - November 2017

Letter From the Chairman
Letter From the President & CEO
The Perfect Storm for Hotel Owners
Design That Brings People Together
New Brands Design for a New Kind of Hotel Experience
Time for a Group Sales Tune Up
AAHOA Interview
Marketing
Technology
Small Business
Finances
HR
AAHOA @ Industry Events
AAHOA Founding Members
AAHOA Vendor Partners
Classifieds
Advertiser Index
Today's Hotelier - November 2017 - intro
Today's Hotelier - November 2017 - cover1
Today's Hotelier - November 2017 - cover2
Today's Hotelier - November 2017 - 3
Today's Hotelier - November 2017 - 4
Today's Hotelier - November 2017 - 5
Today's Hotelier - November 2017 - 6
Today's Hotelier - November 2017 - 7
Today's Hotelier - November 2017 - 8
Today's Hotelier - November 2017 - 9
Today's Hotelier - November 2017 - Letter From the Chairman
Today's Hotelier - November 2017 - 11
Today's Hotelier - November 2017 - Letter From the President & CEO
Today's Hotelier - November 2017 - 13
Today's Hotelier - November 2017 - 14
Today's Hotelier - November 2017 - 15
Today's Hotelier - November 2017 - 16
Today's Hotelier - November 2017 - 17
Today's Hotelier - November 2017 - 18
Today's Hotelier - November 2017 - 19
Today's Hotelier - November 2017 - The Perfect Storm for Hotel Owners
Today's Hotelier - November 2017 - 21
Today's Hotelier - November 2017 - 22
Today's Hotelier - November 2017 - 23
Today's Hotelier - November 2017 - Design That Brings People Together
Today's Hotelier - November 2017 - 25
Today's Hotelier - November 2017 - 26
Today's Hotelier - November 2017 - 27
Today's Hotelier - November 2017 - New Brands Design for a New Kind of Hotel Experience
Today's Hotelier - November 2017 - 29
Today's Hotelier - November 2017 - 30
Today's Hotelier - November 2017 - 31
Today's Hotelier - November 2017 - Time for a Group Sales Tune Up
Today's Hotelier - November 2017 - 33
Today's Hotelier - November 2017 - 34
Today's Hotelier - November 2017 - 35
Today's Hotelier - November 2017 - 36
Today's Hotelier - November 2017 - 37
Today's Hotelier - November 2017 - AAHOA Interview
Today's Hotelier - November 2017 - 39
Today's Hotelier - November 2017 - Marketing
Today's Hotelier - November 2017 - 41
Today's Hotelier - November 2017 - 42
Today's Hotelier - November 2017 - 43
Today's Hotelier - November 2017 - Technology
Today's Hotelier - November 2017 - 45
Today's Hotelier - November 2017 - Small Business
Today's Hotelier - November 2017 - 47
Today's Hotelier - November 2017 - 48
Today's Hotelier - November 2017 - 49
Today's Hotelier - November 2017 - 50
Today's Hotelier - November 2017 - 51
Today's Hotelier - November 2017 - Finances
Today's Hotelier - November 2017 - 53
Today's Hotelier - November 2017 - 54
Today's Hotelier - November 2017 - 55
Today's Hotelier - November 2017 - HR
Today's Hotelier - November 2017 - 57
Today's Hotelier - November 2017 - AAHOA @ Industry Events
Today's Hotelier - November 2017 - 59
Today's Hotelier - November 2017 - AAHOA Founding Members
Today's Hotelier - November 2017 - 61
Today's Hotelier - November 2017 - AAHOA Vendor Partners
Today's Hotelier - November 2017 - 63
Today's Hotelier - November 2017 - 64
Today's Hotelier - November 2017 - 65
Today's Hotelier - November 2017 - 66
Today's Hotelier - November 2017 - 67
Today's Hotelier - November 2017 - 68
Today's Hotelier - November 2017 - 69
Today's Hotelier - November 2017 - 70
Today's Hotelier - November 2017 - Classifieds
Today's Hotelier - November 2017 - 72
Today's Hotelier - November 2017 - 73
Today's Hotelier - November 2017 - 74
Today's Hotelier - November 2017 - 75
Today's Hotelier - November 2017 - 76
Today's Hotelier - November 2017 - 77
Today's Hotelier - November 2017 - 78
Today's Hotelier - November 2017 - 79
Today's Hotelier - November 2017 - 80
Today's Hotelier - November 2017 - Advertiser Index
Today's Hotelier - November 2017 - 82
Today's Hotelier - November 2017 - cover3
Today's Hotelier - November 2017 - cover4
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