Tru by Hilton to Shake Up the Madison Market

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Tru by Hilton Madison West, Tru by Hilton, Hilton Worldwide, Madison, Wisconsin, millennial
Tru by Hilton Madison West

Launched in early 2016, Hilton Worldwide’s trendy, millennial-minded Tru by Hilton brand will soon make its way to Madison, Wis.

When the 106-room, four-story Tru by Hilton Madison West debuts in early 2018, it will bring the brand’s distinct youthful design to a new market.

“We know the [Tru by Hilton] brand will have broad appeal to travelers who span generations but have a similar ‘zest for life’ mindset,” says Alexandra Jaritz, global head for Tru by Hilton. “At its core, Tru is value-engineered to provide guests with a contemporary, consistent and fresh experience in an affordable way, while at the same time being operationally efficient to our owners.”

The Madison hotel will feature an open lobby concept dubbed The Hive, which has four distinct zones for lounging, working, eating or playing. The brand’s Play Zone concept, for instance, includes table games, a large-screen TV and tiered, stadium-style seating for impromptu gatherings.

Designed to appeal to attendees from all age groups, the hotel will also feature complimentary amenities such as mobile check-in and a digital key, a multifunctional fitness center and segment-leading Wi-Fi bandwidth. Its complimentary Build Your Own breakfast will also allow attendees to customize their breakfasts with up to 30 sweet and savory toppings available to round out a meal of oatmeal, yogurt or bagels, to name a few.

This latest Tru by Hilton hotel is one of 120 approvals and more than 200 deals to expand the Hilton brand.

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