Tru by Hilton plots Latin America and Caribbean growth

Tru by Hilton has grown its pipeline to nearly 270 hotels in the last five years, and is now set to make its debut in the Caribbean and Latin America, with a new regional prototype and hotel developments in Brazil, Costa Rica, Dominican Republic, Mexico and Puerto Rico.

Since its inception, nearly one of every four Tru hotels was developed by an owner new to Hilton. From the beginning of 2020 through the first half of 2021, during a pandemic that essentially shut down global travel, that number grew to one in three owners new to Hilton.

“We attribute the remarkable pace of growth to Tru by Hilton’s ability to attract new owners with a packaged approach that makes it easy for investors to join a powerhouse global company,” said Talene Staab, global head, Tru by Hilton. “Tru has shown unstoppable momentum since the brand’s inception five years ago, where it took off as the fastest brand launch in industry history. We’re elated to now have more than 200 hotels welcoming travelers across the U.S. and Canada, and look forward to expanding our international footprint into the Caribbean and Latin America.”

Tru is expected to make its Caribbean and Latin America debut in late 2021 with the opening of Tru by Hilton Criciuma in Brazil, followed by Tru by Hilton Monterrey Fundidora in Mexico in early 2022. The following locations will also soon join the brand’s portfolio and will be among the first to feature Tru’s regionalized prototype:

  • Brazil: Tru by Hilton Chapeco (expected to open in 2022)
  • Costa Rica: Tru by Hilton San Jose Airport (expected to open in 2023)
  • Dominican Republic: Tru by Hilton Punta Cana (expected to open in 2022)
  • Puerto Rico: Tru by Hilton Arecibo; Tru by Hilton San Juan Condado (both expected to open in 2023)

Similar to Tru’s North American design, the Caribbean and Latin America product is inspired by the region. The brand tapped Mexico-based firm Arquitectura de Interiores to design the prototype, which includes subtle refinements such as:

  • Room Size: Queen or two double-bed guestroom layouts will offer a room size to suit guests in the highly competitive midscale market in the region, while still retaining all of the brand’s signature guestroom attributes, such as large windows that invite natural light into the room, along with a large TV and minifridge.
  • Updated Exterior and Color Palette: Exteriors will feature an updated façade; in addition to a softened color palette.
  • Localized F&B: Up to 20% of Tru by Hilton’s complimentary build-your-own “Top It” breakfast bar will feature regional food items, and the 24/7 market will offer local gourmet snacks and drinks.
  • Design Approach: Tru will offer a “kit of parts” approach to hotel design to provide owners with specifications and packages to allow for prototypical deployment.