Five years since its first hotel opened, Hilton’s innovative hotel brand, Tru by Hilton, announces the opening of its first property in Brazil, Tru by Hilton Criciúma, which is also the brand’s first property in the Caribbean and Latin America. Owned by Próspera Empreendimento and managed by ICH Administração de Hotéis, the hotel is located in one of the city’s most trendy areas, close to Parque das Nações Cincinato Naspolini, and just ten minutes from Criciúma’s bustling city center.
Developed from the ground up using consumer and owner feedback, Tru by Hilton is a revolutionary brand with a cross-generational appeal for travelers looking for a new, affordable hotel experience. The brand promises guests a simplified and spirited stay rooted in value.
“Tru by Hilton’s exponential growth is proof that the brand’s appeal and keen focus on what travelers want the most translates into any market,” said Talene Staab, global brand head, Tru by Hilton. “Tailored to meet the needs of the region, Tru by Hilton Criciúma includes elements of our new innovative Caribbean and Latin America prototype. Tru’s easy and efficient-to-build prototype has made the brand a favorite of owners, and we are thrilled to start a new chapter in the brand’s history with this milestone opening.”
“Tripling Hilton’s footprint in Brazil in the last five years is a testament to our philosophy of bringing the right brand, to the right place, at the right time,” said Juan Corvinos, senior vice president of development, architecture and construction, Caribbean and Latin America, Hilton. “As we celebrate the opening of our 12th Hilton-branded hotel in Brazil, we reinforce our commitment to growing our portfolio in the region hand-in-hand with owners sharing our long-term vision.”
With more than 210 open hotels welcoming travelers and more than 240 in the pipeline, Tru by Hilton will continue its expansion in the Caribbean and Latin America with the opening of Tru by Hilton Monterrey Fundidora in Mexico in late 2022, Tru by Hilton Chapeco in Brazil in 2023, Tru by Hilton Punta Cana in the Dominican Republic and Tru by Hilton San Jose Airport, Costa Rica in 2024 and Tru by Hilton San Juan Condado in Puerto Rico in 2025.
The 154-room Tru by Hilton Criciúma features the amenities and experiences that matter most to guests, including comfortable beds; smaller, more efficiently designed rooms; large bathrooms with premium bath amenities; and top-rate in-room entertainment. The lobby includes areas for guests to work, play games, eat and lounge – and travelers can enjoy the brand’s complimentary build-your-own “Top It” breakfast bar with healthy, sweet and savory items, along with a 24/7 “Eat. & Sip.” market with gourmet snacks and drinks. The hotel experience is enabled by technology including free Wi-Fi, remote printing, lobby tablets and accessibility to outlets everywhere to plug in. Additionally, Tru by Hilton properties offer fitness centers that leverage the latest fitness trends which may include barre, free weights, cardio and flexibility gear.
Tru by Hilton Criciúma participates in Hilton Honors, the award-winning guest-loyalty program for Hilton’s 18 distinct hotel brands. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of points and money to book a stay, exclusive member discounts, free standard Wi-Fi, and access to the Hilton Honors mobile app.
Hilton currently has a portfolio of more than 180 hotels and resorts in the Caribbean and Latin America, and continues to pursue additional growth opportunities with a robust pipeline of more than 100 hotels throughout the region, including approximately 10 projects across Brazil.
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