Hilton Unveils Rapid Expansion Plans for Caribbean and Latin America

by Laurie Baratti
Last updated: 5:20 PM ET, Wed February 21, 2024

This year, Hilton is set to build on its 2023 momentum with an ambitious expansion strategy in the Caribbean and Latin America, boasting record room growth and a robust development pipeline. In 2023 multiple Hilton-owned brands debuted in new markets and others celebrated significant milestones.

Last year, the hospitality giant broke its own records by welcoming 19 new hotels and more than 4,000 rooms across this crucial region, marking the company’s most significant room additions in a single year, ever.

With over 220 hotels and 40,000 rooms spanning 29 countries and territories, Hilton's presence in CALA continues to grow, fueled by a pipeline of 110 properties. Last year was also a strong year for new signings, with 35 new hotel deals inked in 2023 alone.

“The record growth that we achieved in the region in 2023 is a result of our strategic focus to bring the right hotels to the right destinations at the right time by partnering with exceptional owners,” said Pablo Maturana, Hilton's Vice President of Development for the Caribbean and Latin America. “Hilton’s award-winning brands continue generating interest from hotel developers in the region, where we have almost tripled our presence in the last decade with a diversified portfolio of hotels. The momentum of our growing pipeline reflects the power of our brands and our ability to meet the demands of leisure and business travelers.”

Hilton’s accelerated expansion in CALA was led largely by the top-performing growth markets of Mexico, Argentina and the Dominican Republic last year. Hilton has roughly 120 hotels already open and in its development pipeline in Mexico alone; 10 currently in Argentina and six in operation with 10 more in development in the Dominican Republic. Over the next few years, the company plans to nearly double its presence in Argentina and triple it in the Dominican Republic.

Key Drivers of Growth

Notable drivers of this expansion include conversions, which accounted for over 40 percent of the openings in 2023, with properties like Hilton Mendoza and Hilton San Salvador leading the charge. Additionally, new-build hotels strategically located in key markets, such as Embassy Suites by Hilton Aruba Resort and Hilton Monterrey in Mexico, contributed to Hilton's growth trajectory.

The all-inclusive segment continues to prove as a significant catalyst for expansion, with Hilton making a splash in the market in 2023 by signing and opening properties like Hilton Cancun Mar Caribe All-Inclusive Resort and The Rif at Mangrove Beach Corendon Curaçao All-Inclusive, Curio Collection by Hilton. It also signed the highly anticipated Zemi Miches All-Inclusive Resort, Curio Collection by Hilton, situated on a half-mile of virgin coastline in the Dominican Republic, slated to open in late 2024.

Milestones for Hilton Brands

Hilton's brand milestones further underscore its commitment to diversifying its portfolio and meeting the evolving needs of travelers.
In 2023, the focused-service brand Hilton Garden Inn celebrated its 1,000th hotel opening worldwide with the debut of Costa Rica’s Hilton Garden Inn San Jose Airport City Mall. The brand entered new markets with openings in the Dominican Republic, Panama and Puerto Rico, and Hampton Inn by Hilton debuted in Ecuador.
The Tru by Hilton brand enjoyed a breakout year by arriving in Mexico and signing 10 new deals across CALA last year.
Hilton’s lifestyle brands grew with Curio Collection by Hilton expanding its presence in Argentina, Brazil and Colombia, while the Tapestry Collection by Hilton made entry into Chile and Puerto Rico.
Hilton’s flagship Hilton Hotels & Resorts brand continues to increase its presence in the region with such openings as Hilton Mendoza in Argentina, Hilton Monterrey in Mexico and Hilton San Salvador in El Salvador.

Rendering of Zemi Miches All-Inclusive Resort, Curio Collection by Hilton.

Planned Openings for 2024

For this year, Hilton has ambitious plans to open over 15 hotels across the CALA region, with highlights including:

DoubleTree by Hilton Buenos Aires, marking the brand’s debut in Argentina (now open).
Motto by Hilton Cusco in Cusco’s Historic Center, the brand’s first hotel in Peru (now open).
DoubleTree by Hilton Lima San Isidro in Peru’s bustling capital city. (Q1)
Hilton Garden Inn Asuncion Aviadores del Chaco, marking the company’s arrival in Paraguay. (Q2)
Perla La Paz, Tapestry Collection by Hilton in Bolivia, situated in the golden zone of La Paz’s boardwalk area. (Q2)
Tropicana Los Cabos, Tapestry Collection by Hilton, set in the heart of Mexico’s San Jose del Cabo. (Q3)