Hotel Announcements
Now Open29 August 2018

Tru By Hilton Amarillo

NewcrestImage Opens Tru By Hilton In Amarillo

Now open – 94 Rooms

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NewcrestImage has expanded its portfolio with the opening of a 94-room, 4-floor Tru by Hilton in western Amarillo. 

It is the first property of a three-hotel, 300-room "hotel campus" located on a five-acre site at the intersection of I-40 frontage Road and South Soucy Road – an intersection that is among the city's busiest, according to the Texas Department of Transportation.

"Our appeal is to travelers with a millennial mindset - tech-savvy, design-conscious, contemporary in spirit, and on a budget," explains Mehul Patel, Chairman and CEO of NewcrestImage. "It's a hotel that is a game-changer for the area's mid-scale category."

For example, the hotel's large central lobby features four different areas -

• for play, with a billiards table, large screen TV, and tiered stadium-style seating
• for lounging, with bar tables and mini-hammocks
• for working or relaxing, with noise-cancelling seating set into the walls, and
• for eating, with stations where guests can fix hot or cold breakfast; make a Greek yogurt parfait topped with one of 35 different offerings; or purchase snacks, meals, and beverages.

Guest rooms convey a sense of openness, with features such as an 8-foot window; a platform bed with space underneath for storing luggage; and a suspended bar instead of a closet for hanging clothes.

High-tech features include checking in remotely and getting a room key through smartphone app; a social media wall in the registration area to engage guests; 55-inch televisions in guest rooms with more than 100 channels; free high-speed broadband Wi-Fi throughout; and abundant electrical outlets.

"This hotel, like all our properties, has been carefully created and furnished to be a comfortable place of community - for the community," adds Patel.

The two other hotels in the complex are under construction - a 90-room Hyatt Place and a 90-room Aloft, which is a Marriott International brand. They are expected to open in 2019.

NewcrestImage owns and operates two other properties in downtown Amarillo: a 107-room, 10-floor Courtyard by Marriott that opened in 2011 in the city's historic Fisk Building, and a 226-room, 6-floor Embassy Suites that opened in December of last year and includes 18,000 square feet of flexible meeting space.

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Tru by Hilton

Tru by Hilton is a game-changing midscale hotel brand providing a simplified and spirited approach that is grounded in value for business and leisure travelers. The brand is modern and functional, offering social connectivity with reimagined public spaces, including an open lobby comprised of four areas where guests can work, play, lounge, and eat.
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Management Company

NewcrestImage, LLC

NewcrestImage is a privately-owned hotel development, construction, and management firm based out of Dallas. NewcrestImage currently owns and operates 19 properties, with another 12 hotels under construction or in development, including the new dual-branded project in Oklahoma City.
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Brand Owner


Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 17 world-class brands comprising more than 5,700 properties with more than 923,000 rooms, in 113 countries and territories.
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