HONDURAS | Tru by Hilton has made its debut in Honduras, expanding the brand's global portfolio, with a further 25 in the pipeline.
Hilton has announced the opening of Tru by Hilton Distrito Palmerola, marking the brand’s debut in Honduras and expanding the brand’s growing footprint across the Caribbean and Latin America (CALA). With nearly 10 hotels welcoming guests and approximately 25 in development across the region, Tru by Hilton expects to have a presence in seven countries throughout the region in the coming years. Located directly steps from Palmerola International Airport (XPL) within Distrito Palmerola, the 103-room hotel introduces Tru’s spirited design, social lobby experience and value-driven amenities to one of Honduras’ key connectivity hubs.
The opening of Tru by Hilton Distrito Palmerola builds on the brand’s strong momentum across CALA, driven by a series of strategic market firsts that continue to elevate brand awareness and attract owner interest. In 2022, the brand made its regional debut in Brazil with Tru by Hilton Criciúma, followed by Mexico with Tru by Hilton Monterrey Fundidora. In 2024, Tru by Hilton Cali Sur opened, marking its debut in Colombia, and Tru by Hilton Chillán Ferrat was the brand’s first in Chile in 2025. Tru by Hilton Chapeco in Brazil and Tru by Hilton Saltillo in Mexico also opened in 2025. In January 2026, the brand welcomed Tru by Hilton Puebla Angelopolis with plans to expand with its fourth property in Mexico with the opening of Tru by Hilton Mexico City Airport by mid-year.
Looking ahead, Tru by Hilton plans to debut in Argentina with Tru by Hilton Bariloche, Costa Rica with Tru by Hilton San Jose Airport, and the Dominican Republic with Tru by Hilton Punta Cana over the next few years.
“As Tru by Hilton continues to expand globally, we’re inspired by how strongly the brand resonates with travellers across cultures. That momentum is especially evident across the Caribbean and Latin America, where demand for our fresh, consistent, and spirited approach to hospitality continues to grow,” 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 and to travellers around the world.”
Tru by Hilton Distrito Palmerola stands as the first internationally branded hotel in the city of Comayagua, introducing a fresh, modern hospitality option that distinguishes itself within the local market. The hotel delivers a thoughtfully curated guest experience anchored in comfort, convenience, and the brand’s signature spirited style.
“As travel demand grows and evolves across the region, we remain focused on bringing guests more choice, greater value, and the consistent quality they expect from our brands,” said Maxime Verstraete, vice president, brand management, Caribbean & Latin America, Hilton.
“This opening not only introduces a fresh and affordable lodging option to a key connectivity hub but also reinforces our commitment to supporting local tourism growth and creating meaningful opportunities for the communities we serve.”
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