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

Hilton continues to accelerate its growth in Brazil, one of the company’s key markets in the Caribbean and Latin America (CALA). By 2025, nearly a quarter of Hilton’s total room approvals in the CALA region were in Brazil. With nearly 30 hotels open and plans to double its presence across 10 different brands by 2030, this momentum underlines Hilton’s long-term commitment to Brazil and its role as a key driver of regional growth.

“Hilton is committed to being the partner of choice for hotel owners in Brazil, which is central to our growth strategy in the Caribbean and Latin America,” said Christian Charnaux, executive vice president and chief development officer of Hilton. “Last week I was in Brazil to further strengthen our partnership with owners and continue to accelerate our growth. The message from owners is clear: Brazil is a market with tremendous opportunity, and Hilton’s high-performing brands and strong commercial engines make us the partner of choice for them to realize their growth ambitions.”

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 openings of the Tru and Hampton properties underscore the strong appeal of the company’s service-oriented 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, which has become Hilton’s third largest brand in the CALA pipeline. Recognized as one of the top five franchise brands of the 21st century, Hampton by Hilton debuted in Caraguatatuba, offering travelers authentic, friendly service. DoubleTree by Hilton Caracol Canela marked Hilton’s arrival in the charming Serra Gaúcha region of Rio Grande do Sul.

2025 was a banner year for newly approved deals, bringing the total pipeline to nearly 30 hotels. With this momentum, Hilton is on track to double its presence in the country by 2030. The growing pipeline includes developments across the country designed to meet the evolving needs of today’s business and leisure travelers. As new hotels come online and new projects develop, Hilton continues to expand its footprint and diversify its brand presence nationwide.

New destinations outside São Paulo and Rio de Janeiro
Building on recent momentum, Hilton is expanding its footprint to new destinations throughout Brazil. With hotels from Maceio to Porto Alegre, the company is actively developing projects in other states, bringing its award-winning hospitality to new regions and consolidating its presence nationally. Recent and upcoming highlights of the opening 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.
Hilton plans to open Casa Costa Ilhabela, Curio Collection by Hilton in 2026. The 46-room boutique hotel offers a spa, outdoor pool and two distinctive culinary experiences, just steps from the island’s central village.
Hilton will make a landmark debut in the Amazon with the planned opening of Hilton Manaus in 2028. Located between the city’s two main shopping centers and minutes from the international airport, the property will bring Hilton’s world-class hospitality to one of Brazil’s most iconic natural destinations.
Hilton Garden Inn Natal is expected to open in 2028, expanding Hilton’s presence in northeastern Brazil with its first property in the state capital of Rio Grande do Norte. With its mix of leisure appeal and growing business demand, Natal welcomes the 164-room hotel to Ponta Negra, the city’s most iconic coastline.
In Brazil’s renowned wine country, Hilton will open Sanpiero Hotel Caminhos de Pedra, Curio Collection by Hilton, in Bento Gonçalves in 2028. The project marks Hilton’s continued growth in the Serra Gaúcha region, complementing existing properties in Canela and Porto Alegre and the upcoming development in Gramado.

Hilton is leading the way in airport hospitality with innovative projects near Brazil’s busiest travel corridors. Following the successful opening of Hampton by Hilton Guarulhos Airport in 2019, Hilton continues to pursue new airport hotel opportunities that redefine the airport stay experience. Designed to serve both transit travelers and local communities, these properties offer meeting spaces, fitness centers and dining options.

In 2028, Hilton plans to debut Tru by Hilton São Paulo Congonhas Airport, which will bring Hilton hospitality to Brazil’s second busiest airport, followed by Hilton Garden Inn São Paulo Congonhas expected to open in 2029. Congonhas is one of the most strategic nodes in the national air network.
Hilton Garden Inn Floripa Airport, located within the Florianópolis-Hercílio Luz International Airport, considered one of the country’s most modern and passenger-oriented gateways, is also scheduled to open in 2029.
Growth through conversions
Conversions remain a strong driver of Hilton’s expansion in Brazil, accounting for more than half of Hilton’s current hotel portfolio in the country. These projects allow Hilton to work with owners to reposition existing properties under globally recognized brands, providing guests with distinctive experiences while strengthening Hilton’s presence.

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

Hilton is evaluating opportunities to introduce the Spark by Hilton brand in Brazil and offer a conversion-friendly option that delivers a unique combination of value, quality and consistency for guests and owners. With more than 220 open locations in nine countries and territories around the world, the Spark by Hilton brand is generating strong interest from owners and developers in major capitals and secondary cities.

Branded homes attract interest from owners
Hilton’s developments with branded residential components continue to attract strong interest from owners and investors. These projects combine luxury living with world-class hospitality, giving residents exclusive access to Hilton’s amenities and services.

By combining Hilton’s centuries of global hospitality expertise with a culturally savvy, progressive and diverse, best-in-class portfolio, branded residences deliver a unique offering rooted in a philosophy of care and attention to the resident experience. In Brazil, Qoya Residences Curitiba, Curio Collection by Hilton is expected 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 co-working spaces.

Hilton’s expansion in Brazil is part of a broader growth strategy in the Caribbean and Latin America, where the company now operates more than 300 hotels and maintains a strong pipeline of more than 150 projects. In the coming years, Hilton plans to expand its reach into new countries and territories in the region, while continuing to strengthen its presence in established markets. This momentum reflects Hilton’s commitment to delivering diverse brand experiences and creating opportunities for travelers and owners across CALA.