Hilton continued to expand at record levels in the Caribbean and Latin America (CALA) in 2024, adding more hotels to its portfolio, signing an unprecedented number of new deals across all segments, entering new markets and launching new brands. Hilton has nearly 280 hotels in CALA, across more than 30 countries and territories, and more than 130 hotels in development, the largest number in its history in the region.
“2024 was a landmark year for Hilton in the Caribbean and Latin America. We successfully expanded our hotel portfolio at a record pace, extending our iconic hospitality and award-winning brands to new destinations across the region,” said Pablo Maturana, Vice President, Development, Latin America and the Caribbean. “With more deals signed in 2024 than in any previous year, we are experiencing a period of extraordinary pipeline growth, and we are confident that demand for our renowned hospitality and distinguished brands will continue to increase among developers, owners and travelers.”
Hilton’s accelerated expansion in CALA through 2024 was fueled by the value of its award-winning brands and the expertise of its local development team. While the company’s growth spanned the region, a strategic focus on the Caribbean, Mexico and Brazil drove significant progress in these markets. In the Caribbean, Hilton plans to nearly double its footprint, adding 35 additional properties to its current portfolio of more than 45 hotels. Hilton surpassed the 100-hotel milestone in Mexico and has nearly 40 additional hotels planned, including the recently announced Conrad Los Cabos. Over the past three years, Hilton has increased its presence in Brazil, expanding to 25 hotels, and aims to double this number again, with approximately 20 projects planned in the coming years.
2024 in figures
Record portfolio growth
In 2024, Hilton added the largest number of hotels in its history in the Caribbean and Latin America with 64 new properties. In particular, the company dramatically expanded its luxury portfolio, including an exclusive partnership with Small Luxury Hotels of the World and increasing its lifestyle offering as guests increasingly seek unique experiences and sought-after destinations around the world. Conversions continued to be a key driver of growth, accounting for nearly 60% of openings in the region.
New markets
Hilton expanded into five new countries and territories in CALA, broadening its presence and offering more options to travelers. The company debuted in Paraguay with Palmaroga Hotel Asuncion, Tapestry Collection by Hilton; Bonaire with Delfins Beach Resort Bonaire, Tapestry Collection; and as a result of its new exclusive partnership with Small Luxury Hotels of the World in Turks and Caicos, St. Vincent and the Grenadines, and Antigua and Barbuda.
Brand milestones
Hilton’s award-winning brands celebrated significant milestones and market firsts. Motto by Hilton debuted in South America with an opening in Cusco, Peru. DoubleTree by Hilton debuted in Argentina and Ecuador with new hotels in Buenos Aires and Guayaquil. Tru by Hilton Cali Sur introduced the brand to Colombia. Curio Collection by Hilton established itself in the Dominican Republic with the addition of Hotel Santiago and in Puerto Rico with Palacio Provincial San Juan, in the prestigious Old San Juan neighborhood.
2025 and beyond
Unprecedented growth of the project portfolio
Hilton’s development efforts in CALA delivered historic results in 2024, ending the year with more than 130 projects in development, with more than 50% already under construction. Hilton signed more than 40 new deals in the region in 2024, representing approximately 6,000 rooms of future growth that will boost Hilton’s presence in strategic segments including luxury, lifestyle and resorts; expand its reach in key markets such as Brazil and Mexico, among other key destinations; and introduce new brands across the region. Conversions accounted for nearly 30% of new deals approved in 2024 and will continue to be a significant driver of development.
In the first half of 2025, Hilton will open the highly anticipated Waldorf Astoria Costa Rica Punta Cacique and Zemi Miches All-inclusive Resort, Curio Collection by Hilton, followed by the debut of Tru by Hilton Chillan Ferrat in Chile and Hampton Inn by Hilton St. Thomas, representing Hilton’s entry into exciting new destinations.
A future of luxury and lifestyle
Hilton is poised for extraordinary growth in the luxury and lifestyle segments, with nearly a third of the region’s hotels in the pipeline in these categories and Conrad Los Cabos and Waldorf Astoria San Miguel de Allende scheduled to open in 2027, further bolstering Hilton’s expansion into the luxury market.
In the lifestyle segment, Hilton has more than 25 hotels planned in approximately 10 countries and territories to meet the growing demand for culturally relevant and distinctive experiences in diverse destinations, such as Brazil, Costa Rica, the Dominican Republic and Trinidad and Tobago.
Unstoppable growth of flagship brands and specific services
Hilton’s flagship and service-focused brands are experiencing unstoppable growth. Notable projects under the Hilton Hotels & Resorts brand include Hilton Tijuana and Hilton Medellin, both planned for 2026, and a dual-brand project that will include Hilton Georgetown and DoubleTree by Hilton in Guyana, marking Hilton’s debut in the country.
Specialty service hotels also remain a major driver of growth. The strong Hampton by Hilton and Hilton Garden Inn brands continue to grow at a steady pace, while Tru by Hilton, which launched in CALA in 2022, has seen rapid growth and is now one of Hilton’s largest pipeline brands in the region.
Hilton will also introduce its award-winning extended-stay brand, Home2 Suites by Hilton, to the Caribbean and Latin America, with two new hotels signed in Mexico and additional agreements in advanced negotiations in multiple markets.
The Spark by Hilton brand is also set to launch in CALA in 2025, and will transform the premium economy segment in the region by offering guests and owners value, quality and consistency. Hilton is actively negotiating several Spark by Hilton hotels in the region.
Source: Hilton.