Hilton has underlined its commitment to grow its presence in Brazil, aiming to double its presence in the country by 2030.
That growth will lead to the development of hotels under ten of the flags in its brand portfolio, as Hilton looks to take advantage of Brazil’s growing tourism and travel sector. Already, close to a quarter of the Hilton portfolio approvals in 2025, across the Caribbean and Latin America, are destined for Brazil. While major destinations such as Sao Paulo and Rio de Janeiro are known the world over, there are plenty of other cities and coastal destinations ripe for rolling out additional branded hotels.
Introducing New Brands
Among brands making an impact in the region is Hilton’s Tru brand. This was launched in CALA in 2022 and in 2025 expanded into Brazil with the opening of Tru by Hilton Chapeco. Further signings have made Tru the third largest brand in its regional pipeline.
Christian Charnaux, executive vice president and chief development officer at Hilton, points out that for Hilton to succeed, it needs to present an attractive offer to real estate owners. By getting out and meeting them locally, he has been able to better understand the country’s market dynamics.
“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. The message from owners is clear: Brazil is a market of tremendous opportunity, and Hilton’s high-performing brands and powerful commercial engines make us the preferred partner for them to achieve their growth aspirations.”
Most recently, Hilton launched its Motto brand in the country, opening Motto by Hilton Recife Antigo, its first hotel in the destination. Upcoming is Casa Costa Ilhabela, a 46 room boutique property joining the Curio Collection.
During 2028, a busy roster of openings is already in prospect. These will include Hilton Manaus, which will land in the city on a site close to the airport. In Natal, the 164 room Hilton Garden Inn Natal will open on the coast at Ponta Negra. And in the Serra Gaúcha wine region, another hotel will join the Curio Collection, Sanpiero Hotel Caminhos de Pedra.
With growing numbers of travellers across this vast country, airport hotels are also a key focus. The Hilton pipeline includes Tru by Hilton São Paulo Congonhas Airport, to be built alongside the country’s second busiest air transit hub and opening in 2028. It will be followed a year later by the addition of Hilton Garden Inn São Paulo Congonhas.
Making a Virtue of Conversions
The same brand is also destined for launch at another airport, on the south east coast of Brazil. Hilton Garden Inn Floripa Airport has a planned opening date in 2029.
Conversions remain a key part of Hilton’s growth, as international brand standards roll out across properties that were previously locally branded. The Spark brand, designed specially to be conversion-friendly, is likely to be introduced into the country soon, as the group evaluates several opportunities to revamp existing hotels in key markets.
