Hilton announced the opening of the brand’s first property in Latin America


Five years after opening its first hotel, Hilton’s (NYSE: HLT) innovative hotel brand Tru by Hilton announces the opening of its first property in Brazil, Tru by Hilton Criciuma, which is also the first property in the brand 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 trendiest areas in the city, near the Parque das Nações Cincinato Naspolini and just ten minutes from the bustling center of Criciúma.

Built from the ground up based on consumer and owner feedback, Tru by Hilton is a groundbreaking brand with cross-generational appeal for travelers seeking a new, affordable hotel experience. The brand promises guests a streamlined, lively stay rooted in value.

“Tru by Hilton’s exponential growth is evidence that the brand’s appeal and focus on what travelers want translates to any market,” said Talene Staab, global head of Tru by Hilton. “Tailored to the needs of the region, Tru by Hilton Criciuma includes elements of our innovative new prototype for the Caribbean and Latin America. Easy and efficient to build, Tru’s prototype has made the brand a favorite of owners and we are delighted to start a new chapter in the brand’s history with this opening.”

“Having tripled the number of Hilton hotels in Brazil in the last five years is testament to our philosophy of bringing the right brand to the right place at the right time,” said Juan Corvinos, vice president of development, architecture and construction at Hilton for the Caribbean and Latin America. “As we celebrate the opening of the twelfth Hilton-branded hotel in Brazil, we reinforce our commitment to growing our offerings in the region with owners who share our long-term vision.”

With more than 210 hotels welcoming travelers and more than 240 in development, 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 José Airport, Costa Rica, in 2024; and Tru by Hilton San Juan Condado in Puerto Rico in 2025.

The 154-room Tru by Hilton Criciuma features the amenities and experiences that matter most to guests, including comfortable beds; smaller rooms with a more efficient layout; spacious bathrooms with top quality products; and top-notch in-room entertainment. The lobby includes areas for guests to work, play, eat and relax — and travelers can enjoy the free “Top It” brand breakfast, featuring healthy sweet and savory items, as well as an “Eat. & Yep.” open 24 hours a day, seven days a week, with snacks and gourmet beverages. The hotel experience is made easier by technology, including free Wi-Fi, remote printing, tablets in the lobby, and access to outlets throughout.