Hilton’s Tru by Hilton brand has expanded with new properties in Texas, Virginia and Iowa, bringing its midscale, design-forward concept to additional communities. The brand focuses on providing a consistent, modern guest experience while highlighting local character through artwork, engagement features and regionally sourced snacks and beverages.
“When we first developed Tru by Hilton, we knew the challenge was balancing a reliable franchise product with the tailored experiences today’s travelers expect,” said Alexandra Jaritz, global head of Tru by Hilton. “Guests want to explore local sights and activities, so we create opportunities for that both inside and outside the hotel—from distinctive lobby murals to team-recommended local things to do.”
The new Tru by Hilton Garland Richardson in Garland, Texas, features 91 guestrooms and convenient access to nearby destinations such as the Curtis Culwell Event Center, the Richardson Technology Corridor and Hawaiian Falls Water Park. Tru by Hilton Farmville in Farmville, Virginia, offers 106 guestrooms and is located close to Longwood University and Hampden–Sydney College, serving visitors to the college towns. Tru by Hilton Cedar Rapids Westdale in Cedar Rapids, Iowa, provides 82 guestrooms and easy access to shopping and dining at the Westdale Mall complex.
Each Tru by Hilton property emphasizes local engagement: lobbies include locally inspired murals and “Tru-ly local” engagement walls that encourage guests to connect with the community. The brand also incorporates snacks and beverages sourced from regional makers, giving travelers a taste of the area. These design elements and curated recommendations are intended to make stays both comfortable and distinctly local, appealing to guests who want a dependable hotel experience that still reflects the surrounding neighborhood.
With these openings, Tru by Hilton continues to grow its footprint in secondary and suburban markets, where a blend of affordability, functionality and local personality resonates with business and leisure travelers alike. The brand’s approach aims to ensure predictability and value while providing authentic touches that highlight the character of each hotel’s location.