Hilton has very powerful brands, a very powerful ecosystem: Carlos Miro

by | Sep 1, 2019 | Experts

Brands such as Hampton by Hilton, Waldorf Astoria, Conrad and LXR show great promise in Spain and Portugal, says Carlos Miro, Director of Development, Hilton Worldwide.

With sky-high tourism levels, Spain and Portugal are massive centres for international hotel development.

As director of development for Hilton Worldwide overseeing the two countries, Carlos Miro has his work cut out for him.

On the sidelines of TOPHOTELWORLDTOUR Barcelona, Miro spoke exclusively with TOPHOTELNEWS about Hilton’s plans and track record in the region’s booming hotel market.

Hilton’s most successful brands in Spain and Portugal

Miro: We are developing the same brands in Spain and Portugal as we are developing in other areas outside the United States, starting with the luxury segment that includes brands like Waldorf Astoria, Conrad and LXR (the new Collection brand for this segment).

We are also continuing to develop our full service brands such as Hilton, Curio (the full service version of the Collection brand) and DoubleTree by Hilton. We have Canopy by Hilton, our lifestyle brand, in that same range. Last but not least, we have the Hilton Garden Inn and Hampton by Hilton, focused service brands that have significant growth potential in Spain and Portugal. This broad range of brands is being developed in Spain right now, and this year has proven to be a very good year to sign new projects.

Secrets behind Hilton’s excellent performance in the region

Miro: There is a lot of competition in this market because we are competing with Spanish chains in certain segments. We are lucky that, in recent years, we have opened lots of hotels that have spectacular RevPar index levels, giving us a much greater market penetration than our competitors.

In addition to our very powerful brands, another reason for the success of our hotels in this market is that we actually have a very small presence in Spain and Portugal, so when we open a new hotel, the property benefits from one of the world’s most powerful hotel distribution channels. Hotels we opened a few years ago are now reaching the stabilization phase. Their results and returns have been very positive, and this is the ideal case study to support our growth.

Obviously, we are very happy to see that owners who already have hotels with us are continuing to grow. Overall, the Spanish and Portuguese market is doing very well, especially in the urban destinations. And of course we want to continue to grow.

Hilton’s current hotel pipeline, with an accent on Hampton by Hilton

Miro: Well, recently we signed two magnificent new Hampton by Hilton hotels, one in Alcobendas (Madrid) and another in Barcelona Fira. We’re very happy with how Hampton is doing. We have 84 hotels open and 72 under construction in EMEA, and the RevPar index level is around 125%. It’s amazing to think that 10 years ago, there were no Hampton by Hilton properties in the region, and now we have 156 properties under that brand.

In Madrid, we expect to open at the end of the year, and in Barcelona we have just signed 240 rooms here in L’Hospitalet just in front of the Fira. Construction started a few months ago. These are two magnificent products that will act as a basis for significant growth with Hampton by Hilton in Spain.


Miro: I think the format of the event is different and a very smart one. The biggest challenge at conferences like these is to meet everyone, but that problem is solved here with an ingenious format, and the truth is that it works very well.

Carlos Miro was a delegate at TOPHOTELWORLDTOUR Barcelona 2019. To attend, address or sponsor our boutique hospitality networking events around the world, contact TOPHOTELPROJECTS Head of Global Events & Conferences Kayley van der Velde.



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