Hilton Accelerates Multi‑Brand Growth in Brazil with Plans to Double Portfolio by 2030

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

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. I was in Brazil last week to further strengthen our partnership with owners and continue to accelerate our growth. 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.

Christian Charnaux, executive vice president and chief development officer, Hilton

2025 Openings and Pipeline Expansion

In 2025, Hilton expanded its footprint 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 focused-service 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 Tru by Hilton Chapeco opening 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 standout 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 throughout the country designed to meet the evolving needs of today’s business and leisure travelers. As new hotels come online and additional projects advance, Hilton continues to broaden its footprint and diversify its brand presence nationwide.

New Destinations Beyond São Paulo and Rio de Janeiro

Building on recent momentum, Hilton is expanding its footprint into new destinations across 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 at a national level. Recent and upcoming openings highlights include:

• Motto by Hilton Recife Antigo opened last month, marking the debut of the lifestyle brand to Brazil and representing Hilton’s first hotel in Recife.

• In 2026, Hilton plans to open Casa Costa Ilhabela, Curio Collection by Hilton. The 46-room boutique hotel will offer a spa, outdoor pool and two distinctive culinary experiences, steps away from the island central village.  

• Hilton is set to make a landmark debut in the Amazon with the planned opening of Hilton Manaus in 2028. Positioned between the two most important malls in the city and a few 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 into Brazil’s Northeast with the first property in the capital of Rio Grande do Norte state. With its blend of leisure appeal and growing business demand, Natal will welcome the 164-room hotel located in Ponta Negra, the city’s most iconic shoreline.

• Within Brazil’s renowned wine country, Hilton is set to 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.

Airport Hospitality Leadership

Hilton is leading the way in airport hospitality with innovative projects near Brazil’s busiest travel gateways. 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. These properties are designed to serve both travelers in transit and local communities, offering meeting spaces, fitness centers, and dining options.

• In 2028, Hilton plans to debut Tru by Hilton São Paulo Congonhas Airport which will bring Hilton’s hospitality to the second busiest airport in Brazil followed by Hilton Garden Inn São Paulo Congonhas expected to open in 2029. Congonhas is one of the most strategic hubs in the national air network.

• Hilton Garden Inn Floripa Airport located at Florianópolis-Hercílio Luz International Airport, which is considered one of the country’s most modern and passenger-focused gateways, is also planned for 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 enable Hilton to collaborate with owners to reposition existing properties under globally recognized brands, offering guests 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. Most 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, offering a conversion-friendly option that provides 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 Residences Attract Owner Interest

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

Pairing Hilton’s century of global hospitality expertise with a culturally-savvy, design-forward, and diverse, best-in-class portfolio, branded residences deliver a singular offer, 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 spa, fitness center, restaurants and co-working spaces.

Hilton’s expansion in Brazil is part of a wider growth strategy across 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 extend its reach into new countries and territories across 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 throughout CALA.

For more Hilton development news, please visit stories.hilton.com.