Charter Road Hospitality is moving forward with plans to build its third hotel in the Oxford Commons area.

This time, CRH is partnering with Hilton to build an innovated mid-scale hotel branded Tru by Hilton. The 110-plus room, five-story hotel is planned to be located adjacent to the Oxford Commons Malco and Premier Lanes.

“Tru by Hilton is a brand new product and is geared toward millennial,” said Janet Watkins, chief operating officer for CRH.

Development is expected to begin fall 2016 with completion slated for November 2017. Plans are currently under review by Oxford’s Site Plan Review Committee and is expected to go before the Oxford Planning Commission in September.

If approved, the new Tru by Hilton Oxford will provide guests with smart and efficiently designed guest rooms and re-imagined public spaces, including an open lobby, called “the hive,” with four distinct zones for lounging, working, eating or playing.

Designed to appeal cross-generationally, complimentary amenities will include breakfast, coffee and tea; mobile check-in, a multifunctional fitness center; and high-speed Wi-Fi bandwidth.

“We know how important internet speed is to our guests,” Watkins said. “We will have the fastest speeds available.”

The circular check-in area will be centrally located in the lobby and will feature a market open 24 hours a day that will have snacks, refreshments and single-serve wine and beer options.

“Today’s announcement marks an exciting chapter in the Tru by Hilton brand, and we’re honored to be a part of it,” Watkins said Thursday. “We’re eager to get started on bringing this revolutionary concept to life and new Hilton brand to Oxford.”

The new hotel will be the third CRH hotel in the Oxford Commons area. The Hampton Inn and Suites was opened across from the Oxford Conference Center in 2009 and in December 2014, CRH opened the TownePlace Suites by Marriott next door, which is geared toward extended stay.

CRH started in 1991 when M.V. Patel and his family opened the Ole Miss Motel on University Avenue.

In 2000, they opened its first new hotel property with the Holiday Inn Express and Suites on Heritage Drive, followed in 2004 by the Hampton Inn and Suites located next to the Holiday Inn. Patel’s son, Chan Patel is director of operations.

Staff additions and future plans

Also new for CRH is their new chief financial officer, Joel Reeves who joined the company earlier this week. Reeves earned his bachelor’s and master’s degrees at the University of Mississippi. Prior to taking the position with CRH he worked for Fed-Ex as an auditor.

Watkins, the former CEO, was promoted to COO after Reeves came on board. She has an accounting degree and a law degree from Ole Miss.

Future plans for the company include building a boutique hotel on the former Gin property on the Square, with a soft branding, which will allow CRH to retain the name, The Gin, yet have a franchised reservation system.