Hilton accelerates multi-brand growth in Brazil with plans to double its portfolio by 2030

Hilton continues to accelerate its growth in Brazil, one of the company's most important markets in the Caribbean and Latin America (CALA). By 2025, nearly a quarter of Hilton's total approved rooms in the CALA region were located in Brazil. With approximately 30 hotels currently operating and plans to double its presence across 10 different brands by 2030, this momentum underscores Hilton's long-term commitment to Brazil and its role as a key driver of regional growth.

“Hilton is committed to being the preferred partner for hotel owners in Brazil, which is central to our growth strategy in the Caribbean and Latin America,” said Christian Charnaux, Hilton’s executive vice president and chief development officer. “I was in Brazil to further strengthen our relationship with owners and continue accelerating our growth. The message from owners is clear: Brazil is a market of tremendous opportunity, and Hilton’s high-performing brands, along with our powerful commercial engines, make us the preferred partner to help them achieve their growth aspirations.”

Openings in 2025 and portfolio expansion

In 2025, Hilton expanded its presence in Brazil and debuted in new markets with Tru by Hilton Chapeco, Hampton by Hilton Caraguatatuba Serramar, and DoubleTree by Hilton Caracol Canela. The opening of the Tru and Hampton properties highlights the strong appeal of the company’s service-focused brands, which continue to attract owners, developers, and guests seeking efficiency, comfort, and value. Following the debut of the Tru by Hilton brand in the Caribbean and Latin America in 2022, the opening of Tru by Hilton Chapeco reinforced the brand’s rapid growth in the market, making it Hilton’s third-largest brand in the CALA portfolio. Recognized as one of the top five franchise brands of the 21st century, Hampton by Hilton debuted in Caraguatatuba, offering travelers authentic and personalized service. Meanwhile, DoubleTree by Hilton Caracol Canela marked Hilton’s arrival in the enchanting Serra Gaúcha region of Rio Grande do Sul.

2025 was a banner year for newly approved agreements, bringing the total portfolio to nearly 30 hotels. With this momentum, Hilton is on track to double its presence in the country by 2030. The growing portfolio includes developments across the country designed to meet the evolving needs of business and leisure travelers. As new hotels begin operations and other projects move forward, Hilton continues to expand its presence and diversify its brand portfolio throughout Brazil.

New destinations beyond São Paulo and Rio de Janeiro

Building on its recent momentum, Hilton is expanding its presence into new destinations across Brazil. With hotels from Maceió to Porto Alegre, the company is actively developing projects in other states, bringing its award-winning hospitality to new regions and solidifying its nationwide presence. Recent and upcoming openings include:

Motto by Hilton Recife Antigo opened last month, marking the lifestyle brand's debut in Brazil and representing Hilton's first hotel in Recife.

In 2026, Hilton plans to open Casa Costa Ilhabela, Curio Collection by Hilton. The 46-room boutique hotel will offer a spa, outdoor pool, and two distinctive dining experiences, just steps from the island's central village.

Hilton plans to make a landmark debut in the Amazon with the planned opening of Hilton Manaus in 2028. Located between the city's two largest shopping malls and just minutes from the international airport, the property will bring Hilton's world-class hospitality to one of Brazil's most iconic natural destinations.

The Hilton Garden Inn Natal is slated to open in 2028, expanding Hilton's presence in Northeast Brazil with its first property in the capital of Rio Grande do Norte state. With its combination of tourist appeal and growing business demand, Natal will welcome this 164-room hotel located on Ponta Negra, the city's most iconic waterfront.

In Brazil's renowned wine region, Hilton plans to open Sanpiero Hotel Caminhos de Pedra, Curio Collection by Hilton, in Bento Gonçalves in 2028. The project marks the continuation of Hilton's growth in the Serra Gaúcha region, complementing existing properties in Canela and Porto Alegre, as well as the planned development in Gramado.

Leadership in airport hospitality

Hilton is leading the way in airport hospitality with innovative projects near Brazil’s busiest airports. Following the successful opening of Hampton by Hilton Guarulhos Airport in 2019, Hilton continues to explore new airport hotel opportunities that redefine the airport-nearby experience. These properties are designed to serve both layover travelers and local communities, offering meeting spaces, fitness centers, and dining options.

In 2028, Hilton plans to open Tru by Hilton São Paulo Congonhas Airport, bringing Hilton hospitality to Brazil's second busiest airport, followed by Hilton Garden Inn São Paulo Congonhas, scheduled to open in 2029. Congonhas is one of the most important strategic hubs in the national air network.

Also planned for 2029 is the Hilton Garden Inn Floripa Airport, located at Florianópolis-Hercílio Luz International Airport, considered one of the most modern and passenger-focused airports in the country.

Growth through conversions

Conversions continue to be a strong driver of expansion for Hilton in Brazil, representing more than half of the company's current hotel portfolio in the country. These projects allow Hilton to collaborate with owners to reposition existing properties under globally recognized brands, offering distinctive guest experiences and strengthening Hilton's presence.

The first conversion in the country was the debut of the Hilton Garden Inn brand with the Hilton Garden Inn Belo Horizonte in 2016, followed by the iconic opening of the Hilton Rio de Janeiro Copacabana in 2017. More recently, the successful conversions of Yoo2 Rio de Janeiro, Tapestry Collection by Hilton, and Hilton Garden Inn Maceio have further increased brand recognition and positioned the company at the forefront of Brazil’s growing travel and tourism market.

Hilton is exploring opportunities to introduce the Spark by Hilton brand to Brazil, offering an ideal conversion option that provides a unique combination of value, quality, and consistency for guests and owners. With more than 220 locations open in nine countries and territories worldwide, the Spark by Hilton brand is generating strong interest among owners and developers in major cities and smaller towns.

Branded residences attract the interest of homeowners

Hilton's developments with branded residential components continue to attract strong interest from owners and investors. These projects combine upscale living with world-class hospitality, offering residents exclusive access to Hilton's amenities and services.

By combining Hilton’s century of global hospitality experience with a culturally sophisticated, diverse, and design-driven portfolio, the branded residences offer a unique proposition based on a philosophy of care and attention to the resident experience. In Brazil, Qoya Residences Curitiba, Curio Collection by Hilton is slated to debut in 2028. Located next to Qoya Hotel Curitiba, Curio Collection by Hilton, residents will have access to the hotel’s amenities, including a spa, fitness center, restaurants, and coworking spaces.

Hilton's expansion in Brazil is part of a broader growth strategy in the Caribbean and Latin America, where the company already operates more than 300 hotels and maintains a robust portfolio of over 150 projects. In the coming years, Hilton plans to expand its presence into new countries and territories in the region, while continuing to strengthen its position in established markets. This momentum reflects Hilton's commitment to delivering diverse brand experiences and creating opportunities for travelers and property owners throughout the Caribbean, Latin America, and Caribbean (CLAC) region.

Source: HILTON.