Hilton Charts Continued Growth in Caribbean Fueled by All-Inclusive

The past decade and a half have seen large-scale growth for hospitality in the Caribbean and Latin America (CALA) – growth that isn’t slowing down any time soon.  

Take it from Fernando Luis, who joined Hilton’s CALA team 15 years ago and is now the hotel giant’s vice president and commercial director for CALA:     

“When we used to meet to do commercial strategy meetings, it would be three or four people in this office that I’m in now, 15 years ago,” he told Travel Market Report. “And now, when we want to talk about commercial strategy or have a team meeting, we have to go and get a big meeting room because there’s a lot of people involved.

“It’s definitely changed and evolved. It’s more diverse, more brands, and we’re always looking for opportunities to expand our portfolio in the region.” 

The growth has most recently brought online resort properties like Zemi Miches Punta Cana All-Inclusive Resort, Curio Collection by Hilton, and Waldorf Astoria Costa Rica Punta Cacique, which both opened in summer 2025. 

Hilton has 300 hotels across 16 brands and 34 countries and territories in CALA, now approaching 45,000 guest rooms in those hotels. There are about 150 more in the pipeline, set to open in the next few years. 

“When I first started, that was not the case. It was a handful of hotels in a handful of destinations,” Luis said. “So it’s really exciting.” 

Here’s what else Luis had to say about this “emerging region in the company,” from CALA’s all-inclusive strategy to delivering meaningful experiences for guests. 

Following the Trends 

Each year, Hilton releases a global Trends Report that highlights ever-evolving vacation trends. The 2025 report revealed a distinction between “traveling and vacationing,” where traveling is more fast-paced and sometimes associated with business, whereas vacationing is more slow-paced and associated with quality time with loved ones. Building on that, Hilton’s newest 2026 report reveals that this will be the year of “whycation.” 

“Travelers aren’t just asking where to go anymore. They’re starting with why,” Luis said. “It’s a global shift toward more intentional, emotionally driven travel. Whether it’s the need to rest, reconnect, or seek out meaningful experiences, travelers are looking for more than just a getaway. They are looking for purpose.” 

In the CALA region, this means experiences that blend “calm, culture, and connection,” Luis added. “Across CALA, we’re designing programs that speak directly to these desires, offering guests experiences that help answer their personal ‘why.'” 

Some examples include hands-on artisanal workshops learning the rich traditions of the Taino culture in Punta Cana, immersive culinary journeys inspired by the Chorotega people in Costa Rica, and Mayan-inspired spa treatments and rituals in Tulum. 

Centering All-Inclusive and Luxury 

Hilton is leaning into the all-inclusive model to deliver on the types of experiences travelers desire nowadays – slow and simple, but meaningful. The company’s all-inclusive portfolio includes properties such as Hilton Cancun, an All-Inclusive Resort; Hilton Cancun Mar Caribe; and Hilton Tulum Riviera Maya, an All-Inclusive Resort. 

In 2026, the company is highly anticipating the opening of Sens Cancun Adults Only All-Inclusive Resort, Tapestry by Hilton, to help usher in a new era of all-inclusive properties. 

“With over a century of hospitality experience, we are committed to redefining what all-inclusive means in the hospitality space,” Luis said. 

For families, all-inclusive properties have kids, teens, and night clubs, with easy access to all activities. This concept translates to meetings and events clients, as well – everything is made simple with all-inclusive packages. 

“There’s a traveler and a customer out there that prefers all-inclusive experiences, and they will search for these all-inclusive experiences first and foremost,” Luis said. “People love the idea of just showing up and not having to think of every step that they need to take during that vacation or plan their itineraries, and everything is taken care of. There’s no planning, there’s no hassle. Just sit down, lounge, and enjoy.” 

Luxury is another large focus for Hilton in the CALA region, especially with its Waldorf Astoria and Conrad properties in Costa Rica and Mexico. Notably, Waldorf Astoria Los Cabos Pedregal reopened last month after a major refurbishment. 

“For customers looking for a luxury experience, Cabo is the world’s top luxury destination in the world,” he said. “And then, the desire to have those luxury experiences in Costa Rica continues to grow, and Waldorf Astoria continues to provide an opportunity to truly connect with the soul of Costa Rica there.”