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| This is what a Tru by Hilton looks like wherever one is built. The Idaho Falls Tru is scheduled to open June 11. |
Located at 680 Lindsay Boulevard, the hotel is owned by B&T Hotels IV LLC, which also own the Hilton Garden Inn next door and the Home2 by Hilton at Snake River Landing.
As a brand, Tru is aimed to appeal to a younger customer, in terms of both price and vibe. Hilton announced the Tru brand, its 14th, in January 2016, billing it as its re-entry into the midscale hotel segment. Its first-ever Tru property, in Oklahoma City, opened in 2017. ”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.
