Hilton is experiencing significant growth in the Caribbean and Latin America (CALA) region. The company's CEO, Chris Nassetta, recently visited several countries in the area to reaffirm Hilton's commitment to expansion. In 2023, Hilton opened nearly 20 new hotels and added 4,000 rooms in the region, marking their most successful year of growth. The company aims to surpass 300 hotels in CALA within the next three years.
Over the past decade, Hilton has tripled its presence in CALA to 225 hotels, introduced nine new brands, and entered nine new countries. The company has a robust pipeline of over 100 hotels and plans to enter seven new markets, including Bermuda and Paraguay. Hilton will also introduce two new brands: Spark by Hilton and Home2 Suites by Hilton.
The article details Nassetta's visits to Argentina, Peru, Colombia, and Costa Rica, highlighting Hilton's growth in each country and discussing future projects. The company's expansion is creating job opportunities, with more than 8,500 local jobs added in the last five years and an expected 30% growth in the regional workforce as new hotels open.
Hilton's commitment to its employees is also emphasized, with the company being recognized as the #1 World's Best Workplace and receiving high rankings in several Latin American countries.
Hilton's Eco-Friendly Initiatives in CALA
As Hilton expands its presence in the Caribbean and Latin America, the company is also focusing on sustainable tourism practices to minimize its environmental impact and contribute positively to local communities. Recognizing the region's rich biodiversity and unique ecosystems, Hilton has implemented a series of eco-friendly initiatives across its CALA properties.
One of the key programs is LightStay, Hilton's proprietary corporate responsibility performance measurement platform. This system allows each hotel to track and reduce its energy consumption, water usage, and waste production. In the CALA region, many Hilton properties have achieved significant reductions in their environmental footprint through this program. For example, the Hilton Bogota Corferias in Colombia has implemented a comprehensive waste management system that has reduced its landfill waste by 30% since opening.
Hilton is also partnering with local organizations to support conservation efforts. In Costa Rica, the upcoming Waldorf Astoria Costa Rica Punta Cacique is working with marine biologists to protect sea turtle nesting sites on nearby beaches. The hotel will offer guests the opportunity to participate in conservation activities, creating unique and meaningful experiences while contributing to local ecosystems.
Water conservation is another critical focus area, especially in regions prone to drought. Hilton properties in Mexico and the Caribbean have implemented innovative water-saving technologies, such as low-flow fixtures and greywater recycling systems. These efforts not only reduce the hotels' environmental impact but also help preserve water resources for local communities.
In addition to environmental initiatives, Hilton is committed to supporting local economies through responsible sourcing practices. Many CALA properties prioritize purchasing from local suppliers, promoting regional products and traditional crafts. This approach not only reduces transportation-related emissions but also helps sustain local industries and preserve cultural heritage.
As part of its Travel with Purpose commitment, Hilton aims to double its social impact investment and cut its environmental footprint in half by 2030. The company's expansion in the CALA region presents an opportunity to implement these sustainability goals on a larger scale, potentially setting new standards for eco-friendly hospitality in the area.
Enhancing Guest Experiences in CALA Hotels
As Hilton continues its rapid expansion in the Caribbean and Latin America, the company is leveraging cutting-edge technology to enhance guest experiences and streamline operations. The CALA region, with its diverse mix of business and leisure travelers, presents unique opportunities for digital innovation in the hospitality sector.
One of the key technological advancements being rolled out across Hilton's CALA properties is the Hilton Honors app with Digital Key functionality. This feature allows guests to bypass the front desk, using their smartphones as room keys. In a region where tourism is a major economic driver, reducing check-in times and enhancing convenience can significantly improve the overall guest experience. The app also enables guests to select their preferred rooms, request amenities, and communicate with hotel staff, all from their mobile devices.
Hilton is also investing in artificial intelligence and machine learning to personalize guest experiences. By analyzing data from previous stays and guest preferences, Hilton's AI systems can provide tailored recommendations for dining, activities, and services. This level of personalization is particularly valuable in the CALA region, where travelers often seek authentic local experiences alongside luxury accommodations.
In response to the growing demand for contactless services accelerated by the COVID-19 pandemic, Hilton has expanded its Connected Room technology in the CALA region. This system allows guests to control room temperature, lighting, and entertainment options through their smartphones or voice commands. In markets like Brazil and Mexico, where Hilton has a significant presence, this technology is being integrated with local streaming services and smart home devices to create a seamless, familiar experience for guests.
To cater to the region's booming business travel sector, Hilton is enhancing its conference and event spaces with state-of-the-art audiovisual equipment and hybrid meeting capabilities. Properties like the Hilton Buenos Aires and Hilton Bogota Corferias now offer advanced teleconferencing systems and virtual event platforms, allowing for seamless integration of in-person and remote participants.
Hilton is also exploring the use of virtual and augmented reality to showcase its properties and destinations. Potential guests can take virtual tours of hotels and surrounding attractions before booking, while on-site guests can use AR-enabled apps to navigate properties and discover local points of interest. This technology is particularly useful in promoting newer destinations within the CALA region where Hilton is expanding.
As part of its commitment to innovation, Hilton is partnering with local tech startups in the CALA region to develop and test new hospitality technologies. This not only fosters innovation within the company but also supports the growth of the local tech ecosystem. In countries like Colombia and Costa Rica, where the tech sector is rapidly developing, these partnerships could lead to groundbreaking advancements in hospitality technology.
Source: Hilton