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Tru by Hilton Opens First Hotel in the Caribbean and Latin America

Tru by Hilton Criciúma
Tru by Hilton Criciúma introduces Hilton’s game‑changing brand in Brazil

MCLEAN, Va. - Five years since its first hotel opened, Hilton’s (NYSE: HLT) 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. 

For more information or to make reservations, please visit Tru by Hilton Criciúma or call 1-800-HILTONS (in the U.S.) or + 55 48 99993-6848 (in Brazil).

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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 7,600 properties and nearly 1.2 million rooms, in 126 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 nearly 190 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 for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.  

About Tru by Hilton

Tru by Hilton is a game-changing hotel brand with nearly 260 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 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, and follow the brand on Facebook, Instagram and Twitter.