SANFORD, N.C. – June 16, 2026 –
Crown Hotel & Travel Management is pleased to announce it has been selected to manage the new 98-room Tru by Hilton currently planned for development in Sanford, North Carolina. The hotel, developed by Champion Hospitality, LLC, will be strategically located adjacent to the rapidly growing Lee County Athletic Park (LCAP) and along the U.S. 421 Bypass/Future Interstate 685 corridor.
The project represents another milestone in the continued partnership between the development team and Crown Hotel & Travel Management, following the successful opening and operation of the Home2 Suites by Hilton Sanford in 2024.
The new Tru by Hilton will provide modern accommodations designed to meet the needs of today’s travelers, including athletes, tournament participants, families, business travelers, and visitors exploring Lee County and Central North Carolina. Planned amenities include a swimming pool, fitness center, and flexible gathering spaces.
“We are honored to continue our partnership with Champion Hospitality, Holmes Legacy Partners, and Keller Development on this exciting project,” said Barry Eagle, President and CEO of Crown Hotel & Travel Management. “Sanford continues to experience tremendous growth, and the success of Lee County Athletic Park has created significant demand for quality lodging accommodations. We look forward to delivering an exceptional guest experience while supporting the continued growth of sports tourism and economic development throughout the region.”
Lee County Athletic Park has quickly emerged as one of North Carolina’s premier youth and amateur sports destinations. According to Visit Sanford, the facility has welcomed more than 239,000 visits since August 2025, generating substantial economic impact through overnight stays, restaurant visits, retail spending, and local tax revenue.
The addition of the Tru by Hilton will further strengthen Sanford’s lodging inventory and support the area’s ability to host regional tournaments, sporting events, and community gatherings.
“Projects like this reflect the strength of our development partnerships and our confidence in Sanford’s future,” Eagle added. “The combination of a growing tourism economy, expanding business community, and nationally recognized Hilton brand creates a strong foundation for long-term success.”
Construction is expected to begin following final permitting approvals, with additional project milestones to be announced as development progresses.
Crown Hotel & Travel Management is a veteran owned, operated, and third-party management company with properties throughout North Carolina, South Carolina, and Virginia. The company operates and franchises hotels and licenses vacation ownership resorts under such brands as Hilton, Marriott, IHG, Wyndham, and Best Western. Crown Hotel & Travel Management has garnered several industry awards and is ranked as one of the top hotel management companies in the United States. For more information, visit www.crownhoteltm.com