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| The Tru by Hilton hotel that was built last year in Lancaster, Pa. One is slated for construction in Idaho Falls this year. |
The city of Idaho Falls Building Department approved a permit application Thursday from B&T Hotels IV LLC for a 43,102-square-foot hotel at 680 Lindsay Boulevard. Once the site of the Stardust Motor Lodge, the land is at the northeastern corner of where Lindsay merges with Utah Avenue. The job value on the permit is estimate at $5.55 million. The contractor is Headwaters Construction Co. of Victor.
Hilton announced the Tru brand, its 14th, in January 2016, billing it as its re-entry into the midscale hotel segment. In 2017 Hilton opened its first-ever Tru property, in Oklahoma City followed by eight additional hotel locations, and expanded internationally with signed deals for three locations in Canada. At the latest count, 470 Tru hotels were slated to be built.
”I ultimately think this will be our biggest brand over time," Hilton CEO Christopher Nassetta said at the time of the brand’s announcement, pointing out that 40 percent of demand for hotel rooms is in the midscale segment, e.g. brands such as Comfort Inn by Choice Hotels and Fairfield Inn & Suites by Marriott.
Rates at Tru are in the $90 to $100 range. The brand is especially intended appeal to people in their 20s and early 30s who tend to favor modern design, public spaces where they can work and socialize, and advanced technology such as mobile check-in, according to the company’s webpage. Local snacks and drinks, including single-serving beer and wine, are available from a grab-and-go area. A build-your-own breakfast station is complimentary, and coffee and tea are free throughout the day. The play area features a large TV, and activities such as ping pong and foosball tables. Wi-Fi is free. Rooms come with either a king bed or double queen beds, in sizes of 231 or 275 square feet.
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