Luis Perillo on Hilton’s Plans to Push LatAm Growth
What: Luis Perillo, VP of Sales & Marketing, Caribbean & Latin America at Hilton Worldwide, explains why the hotel line is making a significant effort to continue its expansion into the Latin American market with new hotel openings and brands.
Why it matters: Hilton Worldwide is a leading global hospitality company with 13 distinct brands spanning more than 4,660 properties in more than 100 countries and territories around the world.
Portada: Why are you focusing on Latin America?
LP: Latin America is a dynamic region that continues to afford great opportunities for the travel industry, thanks to stable and growing economies, increase in foreign investments, improvements in infrastructure and actions to promote tourism in many countries.
Hilton Worldwide currently has a portfolio of more than 90 hotels and resorts open and welcoming travelers in Latin America. The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 50 hotel projects throughout the region, including developments in Argentina, Brazil, Chile, Colombia, Costa Rica, Honduras, Mexico, Paraguay, Peru and Uruguay, among others.
Portada: How do you introduce a new brand to the Latin American market?
LP: Introducing a new brand to a new market is always exciting, and in Latin America it is no different. With brands to fit every lifestyle and occasion, we have experienced brand and commercial leaders that help drive the strategy for this effort by creating the right mix of commercial activities to establish a new brand in a new market.
In our case, the introduction of a new brand in a specific market often coincides with the introduction of a new hotel.
With any new hotel opening, we have The Hilton Performance Advantage - services that combine the power of scale, access, reputation and innovation designed to enhance our competitive lead, including everything from activating a global Hilton Worldwide sales force and educating our Hilton Reservations and Customer Care teams to developing leading-edge websites and leveraging our Hilton Honors guest loyalty program and its more than 50 million members worldwide.
Portada: What is your marketing strategy when introducing a new brand?
LP: In terms of marketing tactics, we employ a mix of sales and marketing activities including print and online advertising, as well as significant focus on social media and a strong public relations campaign to successfully position the brand, generate awareness for our new hotel and create interest from the travel community, all while keeping in mind the local culture and nuances of the destination.