Tru by Hilton debuts in Honduras, furthering brand growth across Latin America

Hilton opened at the end of April Tru by Hilton Distrito Palmerola, marking the Tru by Hilton brand’s debut in Honduras and further accelerating its expansion across the Caribbean and Latin America.

The property is located next to Palmerola International Airport (XPL) in Comayagua. The city is one of the top tourist destinations for visitors coming to Honduras.

The former capital city of Honduras was founded in 1537, and remained the political and religious center of Honduras for more than three centuries, until 1880. Comayagua has one of the best-preserved historical centers in the country with its cobblestone streets, colorful buildings and majestic churches. The 103-room hotel is indeed the first internationally branded hotel in the city, bringing a new affordable lodging option to Honduras’ main air transport hub.

Tru by Hilton Distrito Palmerola features the brand’s signature bright design, open social spaces, and flexible lobby concept where guests can work, relax, dine, and socialize.

Amenities include complimentary hot breakfast, free high-speed Wi-Fi, a fitness center, outdoor pool, onsite parking, and airport shuttle service. Guest rooms are designed for efficiency, with large windows, spacious bathrooms, practical storage, and streamlined entertainment options.

Hilton says the property also supports its Travel with Purpose sustainability strategy. Environmental features include fresh air recirculation systems and rooftop solar panels expected to generate around 250,000 kWh annually, preventing more than 120 metric tons of CO2 emissions each year.

More Tru by Hilton properties to be set up in Latin America

The opening strengthens Tru by Hilton’s growing presence across the region, where the brand now has nearly 10 operating hotels and around 25 more in development. Hilton expects Tru by Hilton to be present in seven countries across the Caribbean and Latin America in the coming years.

The brand first entered the region in 2022 with Tru by Hilton Criciúma in Brazil, followed by Tru by Hilton Monterrey Fundidora in Mexico. Since then, openings have included Colombia, Chile, and additional hotels in Brazil and Mexico.

In January 2026, Hilton launched Tru by Hilton Puebla Angelopolis, with Tru by Hilton Mexico City Airport scheduled to open later this year. Future pipeline projects also include Argentina, Costa Rica, and the Dominican Republic.

“As Tru by Hilton continues to expand globally, we’re inspired by how strongly the brand resonates with travelers across cultures,” said Andrew Harp, brand leader, Tru by Hilton.

“The debut of Tru by Hilton Distrito Palmerola in Honduras represents a noteworthy expansion of our global footprint and reinforces our commitment to delivering Tru Spirit — a fun, energetic hotel experience to more destinations across the region.”

Maxime Verstraete, vice president of brand management for Caribbean and Latin America at Hilton, said the Comayagua opening supports both tourism growth and local communities.

“This opening introduces a fresh and affordable lodging option to a key connectivity hub while reinforcing our commitment to supporting local tourism growth and creating meaningful opportunities for the communities we serve,” he stated.

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