Hilton announces signing of first Tru by Hilton hotel in Argentina, furthering the company’s Caribbean and Latin America growth

The game‑changing hotel brand continues its global expansion to 10 countries with the signing of Tru by Hilton Bariloche.

MCLEAN, VA. and BUENOS AIRES, ARGENTINA – In a year of continued growth, Hilton’s innovative hotel brand, Tru by Hilton, announces the signing of Tru by Hilton Bariloche. Slated to open in 2027 in Patagonia, one of Argentina’s most exciting destinations, Tru by Hilton Bariloche will represent another market first for the fast-growing, game-changing brand and marks its 10th country with supply and pipeline locations. Located in the scenic village of San Carlos de Bariloche close to the Civic Center and Nahuel Huapi Lake, and steps away from shops, restaurants and attractions, the 130-room property will be developed and managed by Argenway.

Developed from the ground up using consumer and owner feedback, Tru by Hilton was built to appeal to a cross-generation of travelers who share a zest for life mindset; they appreciate minimal yet meaningful design and features. The brand was designed to appeal to business and leisure travelers who desire a simplified, spirited experience grounded in value. In addition, all Tru by Hilton hotels are 100% pet-friendly, ensuring travel is easier than ever for the entire family.

“Tru by Hilton’s cross-generational appeal and its ability to deliver a consistent, fun experience at an affordable price to global travelers makes it ideal for owners and developers in highly desired destinations,” said Pablo Maturana, vice president of development, Caribbean and Latin America, Hilton. “We are proud of our continued partnership with Argenway and excited with the continued expansion of the Tru by Hilton brand in the region and in Argentina.” 

Tru by Hilton Bariloche will be integrated into a mix-use development that will have retail shops on the ground floor. It will feature the brand’s signature amenities that guests know and love, as well as a prototypical lobby design with areas for guests to work, play games, eat and lounge. Guests will also enjoy the hotel’s complimentary build-your-own “Top It” breakfast bar, with healthy, sweet and savory items, alongside a 24/7 “Eat. & Sip.” market with gourmet snacks and drinks. Additionally, Tru by Hilton properties offer guests fitness centers that leverage the latest fitness trends, which may include barre, resistance bands, free weights, cardio and flexibility gear.

“Since its record-breaking debut in 2016, the Tru by Hilton brand has reimagined the midscale hotel segment by delivering the essentials consistently and reliably in a fun environment. Each new signing is an opportunity to bring the caliber of stay that is synonymous with the brand to a new market,” said Andrew Harp, brand leader, Tru by Hilton. “I am extremely proud of the growth of the Tru by Hilton brand and looking forward to its premiere in Argentina, a testament to its global appeal.”  

In October 2023, Tru by Hilton surpassed the milestone of 250 open hotels worldwide, with a robust pipeline of nearly 275 properties. The brand debuted in the Caribbean and Latin America with the opening of Tru by Hilton Criciuma in Brazil and Tru by Hilton Monterrey Fundidora in Mexico, and nearly 20 Tru by Hilton hotels are in development. Within the next two years, Tru by Hilton has plans to debut in Chile, Colombia, Costa Rica, Dominican Republic and Puerto Rico, among other destinations.

Tru by Hilton Bariloche will participate in Hilton Honors, the award-winning guest-loyalty program for Hilton’s world-class brands. In the Caribbean and Latin America, Hilton currently has a portfolio of nearly 210 hotels and resorts welcoming travelers and continues to pursue additional growth opportunities with a robust pipeline of more than 110 hotels throughout the region. Hilton continues to expand its presence in Argentina with eight hotels open and more than 10 projects in various stages of design and construction.

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor’s degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.

She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.

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