With the opening of a hotel in York County, Central Pennsylvania will become home this week to one-third of all operating Tru by Hilton hotels, a low-cost brand launched last year by the hotel giant to attract younger travelers.
The four-story hotel opening behind Sheetz near U.S. Route 30 and Interstate 83 is 45,000 square feet with 106 guest rooms. The lobby “hive” will feature a pool table in addition to work and play areas. It also has a fitness center.
The York County property will be the second in the region and the sixth to open in the brand’s short history. But hundreds more Tru hotels are in various stages of development, according to Hilton, which calls it the “fastest-growing pipeline in the history of the hospitality industry.”
Tru is a more affordable brand, with rooms marketed at $90 to $100 per night. It is designed to compete with brands such as Comfort Inn, La Quinta and Fairfield hotels.
Regional hotel developers have been riding a development boom of more moderately priced hotels as the lodging industry nationwide continues to bounce back from the last economic downturn, sparking fresh investments in new hospitality products. And with millennials overtaking the baby boomers as the largest living generation last year, the pace of development for new hotel products is picking up.
Aware of these trends, Springwood has been very active in selecting sites for new hotels through its partnership with the Hilton and Marriott chains.
The York County Tru will be Springwood’s ninth hotel in its portfolio. It also operates two Fairfield Inn & Suites, two Hampton Inn & Suites, two Homewood Suites and a Home2 Suites.
Home2 is part of another recent trend, which is construction of hotels that fall into the higher end of the mid-tier market or upscale segment. Many of the new hotels are all-suite hotels, like Home2, that cater to corporate travelers staying for multiple days, and hotels with limited food-service operations and little meeting space.
Springwood has two Home2 Suites hotels under construction, including one in Lancaster County and another in Frederick, Md. Those properties are slated to open in 2019, said CEO David Hogg.
The company also has two Tru and two Home2 projects in its development pipeline, including one in Susquehanna Township. Those hotels are expected to break ground in 2019.