Hilton Expands Latin America Presence with First Tru by Hilton Hotel in Colombia

Hilton’s hotel brand, Tru by Hilton, has opened its first property in Colombia. The hotel, named Tru by Hilton Cali Sur, is close to universities, shopping centers, major hospitals, and the country’s two top technology hubs.

Andrew Harp, brand leader of Tru by Hilton, expressed excitement over the brand’s growth in the Caribbean and Latin America. He mentioned that opening a new hotel in Colombia is an important step in their international expansion.

Ana María Montilla, general manager at Hoteles MS, stated that their objective is to offer a refreshing hospitality experience in Colombia with a focus on simplicity and agility.

The hotel has 98 modern rooms and amenities like a full-service gym, complimentary Wi-Fi, and social areas for games and meetings. The hotel also features a complimentary breakfast bar and a 24/7 market for snacks and essentials. The hotel is in Bochalema Plaza in southern Cali, a city known for its warm climate and vibrant salsa culture.

Tru by Hilton Cali Sur is part of Hilton Honors, Hilton’s loyalty program. Members who book directly through Hilton channels can enjoy flexible payment options, exclusive discounts, and free Wi-Fi.

Since its launch in Mexico and Brazil in 2023, Tru by Hilton has seen impressive growth in the Caribbean and Latin America. The brand plans to open 20 more hotels in the region, including in Argentina, Chile, Costa Rica, the Dominican Republic, Honduras, and Puerto Rico.

In the past decade, Hilton has tripled its presence in the Caribbean and Latin America (CALA), expanding to nine new territories and launching seven new brands, including Tru by Hilton. Hilton operates over 225 hotels and resorts in 29 countries across CALA, with more than 20 hotels in Colombia. The company is actively seeking further growth opportunities and has over 170 hotels in various stages of development across the region.