MCLEAN, Va. and BUENOS AIRES, Argentina – In a year of continued growth, Hilton’s (NYSE: HLT) 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.
Learn more about Tru by Hilton at stories.hilton.com.
Photo caption: From left to right: Facundo Lozada, sr. manager development of Southern Cone, Hilton; Juan Corvinos, sr. vice president of development, architecture, and design, Caribbean and Latin America (CALA), Hilton; Lisandro Cristiá, founder and CEO, Argenway; Andrés Hilla, director of operations, Argenway; Pablo Maturana, vice president of development, CALA, Hilton.
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About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 8,300 properties and over 1.25 million rooms, in 138 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No.1 World's Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices for seven consecutive years. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 200 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X, LinkedIn, Instagram and YouTube.
About Tru by Hilton
Tru by Hilton is a game-changing hotel brand with more than 270 open locations across the Americas, providing guests with a consistent, fun experience at an affordable price. Spirited, simplified and grounded in value, Tru by Hilton is designed for cross-generational appeal. Efficiently designed modern guestrooms feature rolling desks, oversized windows for natural light and bright, spacious bathrooms. Guests can enjoy complimentary hot breakfast at the Top It breakfast bar, featuring a signature automatic pancake maker. Premium snacks, light meal options and single-serve wine and beer are available for purchase at the 24/7 Eat. & Sip. market. Experience a positive stay at Tru by Hilton by booking at trubyhilton.com or through the industry-leading Hilton Honors app. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Tru by Hilton at stories.hilton.com/trubyhilton, and follow the brand on Facebook, Instagram and X.