Hilton is looking to acquire individual hotels and build new properties in the Caribbean as part of aggressive plans to expand in the region.
Director of sales for the Caribbean Stuart Freeman said the group has ruled out buying an existing chain because there was not one suitable or available to acquire.
“There is a strong demand for four-star hotels and we’re looking for a very specific market,” said Freeman, who was recently relocated to the UK as part of Hilton’s plans to focus more on the market.
Locations being targeted include Costa Rica and Playa Car, south of Cancun.
The group currently has 10 properties in the region including Nassau, Puerto Rico, Barbados and St Lucia.
A new hotel in Trinidad and Tobago with 200 rooms and suites is opening at the end of May.
Demand for Hilton’s existing Caribbean hotels has been increasing with 90% occupancy during the July to August low season.
The UK and Europe represent approximately 55% of the market for the Caribbean and the UK market alone increased by 9% in the first two months of the year.
Freeman said the UK market was particularly attractive because the average stay is 10 nights, compared to five for US visitors.
Focusing on the long-haul market, Hilton is pushing the two-island option where customers can divide their holiday time between two different hotels.
Meanwhile, Hilton is offering a free wedding, complete with all legal arrangements, flowers and wedding co-ordinator, along with the purchase of any 14-night hotel package for travel before December 19 this year.