The hotel chain that aims to double its presence in Argentina

Hilton, the chain that has 7,530 luxury hotels worldwide, made significant expansion last year in the Caribbean and Latin America region, where 10% of its business is concentrated. Therefore, the hotel chain’s plans in Argentina are in line with this expansion: The company plans to double its brand portfolio in the country in the next few years, with the opening of ten new factories.

Last year, Hilton opened 19 hotels in the region, bringing its total to more than 220 hotels across 15 brands and 29 countries.

Regarding the reasons for the region’s growth, Pablo Maturana, Hilton’s vice president for Caribbean and Latin American development, comments that “the expansion and cultural richness of the countries in the region makes more guests want to visit and therefore generates greater expansion of our brands,” he underlines.

“This record growth we achieved in the region in 2023 is the result of our strategic approach to bringing the right hotels to the right destinations at the right time by partnering with exceptional owners.” In 2024, the chain plans two highly anticipated openings: Waldorf Astoria Costa Rica Cacique and Zemi Miches All-Inclusive Resort, Curio Collection by Hilton in the Dominican Republic.

The chain’s method is to operate with a mixed system between franchising and managerial development. Last year, 40% of openings were like-for-like conversions Hilton Mendoza, the first Hilton-branded hotel in that province and the Hilton San Salvador, the company’s first hotel in El Salvador.

Among the countries in the region with the highest growth in 2023 are Mexico, Argentina and the Dominican Republic. In the Aztec country the company has around 120 hotels, in the Dominican Republic it has opened six and plans to almost double its presence in the medium term. AND In Argentina it has 10 hotels open, in addition to those it intends to inaugurate.

As Maturana explains, the local economic situation is not an obstacle to the company’s development: “It must be seen holistically. Hotel investments of this level are long-term,” she emphasizes.

The last hotel to open locally – in January this year – was a DoubleTree by Hilton Buenos Aires, which marked that brand’s debut in the country. Looking to the future, the areas in which the chain has advanced negotiations to expand are the cities of Posadas, Parque Leloir (in Buenos Aires), Cañuelas, Rosario, Corrientes, Salta, Ushuaia and Bariloche.

Hilton has developed 22 brands worldwide. In particular in Argentina there are: Hiltonsuch as the Puerto Madero hotel and the Pilar hotel; Curiosity Collection (in Buenos Aires and Mendoza); Hilton Garden Inn (Tucumán, Neuquén and Santiago del Estero); Hampton by Hiltonin Bariloche e Double Hilton tree in Buenos Aires.