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Tru Hotel opening up shop on Columbiana Drive

Youth Oriented, Hilton-Owned brand will occupy location next to Carolina Ale House

Columbia, SC (James Bowers)-The already hotel-heavy Columbiana Drive will soon have a new player in the lodging game. Tru Hotels, the newest property of the well-known Hilton conglomerate, will open a new location next to Carolina Ale House on Columbiana Drive. This is in the Lexington County portion of the City of Columbia.

Hilton launched the Tru brand in 2016 in an effort to create a more cost-efficient brand targeting a younger demographic, particularly millennials. According to its website, the chain describes itself as “vibrant, affordable, and young at heart.” The first location opened near the Oklahoma City airport earlier this year. Hilton’s Worldwide website says that over 320 new Tru outlets are in the works for the near future. The hotels boast colorful architecture and décor, large lobbies with free coffee, tea, and hot chocolate, as well as sound absorbing “alcove” workspaces. The hotels also feature fitness centers and pantries dubbed “24/7 Eat & Sip Markets."

Tru’s rooms are described as smaller, and more efficient, equipped with DirectTV. Other amenities include the free “Top It” continental breakfast, free wi-fi, and digital check-in. The chain’s customers are eligible for all Hilton rewards. Typical per-night rates are in the $90-$100 range.

According to city of Columbia documents, Columbiana Drive’s Tru is owned by Suwanee, Georgia-based Sycamore Investment Group. The hotel will have 85 rooms in a four-story, 38,000 foot building, and will not feature a restaurant or pool. An opening date for the Tru has yet to be revealed.

Columbiana Drive is already home to several chains including Home Towne Suites, Holiday Inn, and Hilton Garden Inn. Tru’s relatively radical exterior appearance and youth-savvy marketing and amenities promise to give weary travelers a new, innovative option in the busy Harbison/Columbiana corridor that runs close to the very busy interstate 26.

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