Hilton has said Türkiye is its fastest-growing market in Europe and one of the company’s most important growth markets globally, as it expands further across the country. The hotel group now operates 91 hotels in Türkiye and has 46 more projects in development.
Funda Eratıcı, Hilton’s senior development director for Türkiye, said the company aims to grow its presence in the country by more than 50% over the next five years. She said the group signed 15 new hotel deals in the past year and plans to add new properties in major city centres, transport hubs and resort destinations.
The company’s latest push includes the planned opening of Hilton Istanbul Airport, a 485-room and suite property, and the recent renovation of Hilton Istanbul Bosphorus, which Eratıcı described as a major investment in one of the brand’s most historic hotels.
Hilton’s comments underline how strongly international hotel groups continue to see Türkiye’s tourism market, which recorded 64 million visitors last year, as a source of future growth. The country is also attracting development interest because of its expanding transport links, strong domestic market and rising international demand.
In her interview with Turizm Aktüel, Eratıcı said Türkiye remains central to Hilton’s long-term strategy because of its strategic location, diverse destinations and improving infrastructure. She said the company sees opportunities not only in Istanbul, but also in cities including Izmir, Antalya, Cappadocia, Mersin and Edirne.
Hilton is also leaning on newer brands to capture changing demand. Eratıcı said lifestyle hotels now make up about one-fifth of the company’s development pipeline in Türkiye, following the launch of Canopy by Hilton and Tapestry Collection by Hilton in the market. She said there was also strong demand for brands such as Hilton Garden Inn, DoubleTree by Hilton and Hampton by Hilton, particularly in fast-growing regional cities.
The group introduced Spark by Hilton to Türkiye this summer with Spark by Hilton Van City Centre and said it sees further opportunities for its premium economy and extended-stay brands. Eratıcı said hotel owners increasingly want global brands that can combine commercial performance, operational expertise, distribution power and loyalty programmes.
“Türkiye is not only one of Hilton’s most important growth markets globally, it is also our fastest-growing market in Europe,” said Funda Eratıcı, Senior Development Director for Türkiye. “That is why the country continues to sit at the centre of our long-term growth strategy.”
She said the company’s experience in Türkiye spans more than 70 years and has supported what she called record growth momentum. Hilton currently operates 91 hotels in the country, with 46 projects under development. Over the next five years, it aims to increase its presence by more than 50%.
Türkiye’s tourism performance also remains a key reason for investor interest. Eratıcı said the country’s long-term tourism potential, strong domestic demand, developing transport network and rising international visitor numbers are keeping hotel owner interest high despite wider economic pressures.
She said lifestyle brands are proving especially attractive because owners want hotels that reflect the culture and character of their destinations. That trend has helped make lifestyle properties roughly one-fifth of Hilton’s development pipeline in Türkiye.
Hilton’s wider brand mix in the country now spans full-service hotels, select-service properties and long-stay accommodation. Eratıcı said the company believes Spark by Hilton and Home2 Suites by Hilton will also create important opportunities as the market diversifies further.
Asked about priorities for future growth, she said Istanbul will remain strategically important because of its scale and global connectivity. But she said some of the most exciting opportunities are now outside the city, in destinations that combine leisure, culture, wellness, health tourism and business travel.
That view reflects broader confidence in Türkiye’s tourism sector. Last year’s 64 million visitors marked a record for the country and reinforced its place among the world’s most visited destinations. Hilton said investment in airports, transport infrastructure and destination development should help support further growth.
The renovation of Hilton Istanbul Bosphorus also carries symbolic weight for the brand. Eratıcı said the hotel, as Türkiye’s first international hotel and the longest-operating Hilton property outside the Americas, has a special place in both the company’s history and the country’s hospitality sector.
She said the refurbishment shows Hilton’s long-term commitment to Türkiye and its ability to protect heritage while improving the guest experience. It also reinforces the strength of the Hilton Hotels and Resorts brand, she said.
Hilton Istanbul Airport, due to open in the coming month, is expected to become another important milestone. Eratıcı said the 485-room hotel, located next to one of the world’s major aviation hubs, will serve international travellers, airline crews, meeting delegates and transit passengers.
She said the property will strengthen Hilton’s position in Istanbul and add facilities including dining, fitness and wellness spaces and meeting rooms. Its opening will further underline Türkiye’s role as a global connection point linking Europe, Asia, Africa and the Middle East.
Hilton said it remains confident about the outlook for Turkish tourism as global travel patterns change. The company expects continued demand in leisure, luxury, lifestyle, health and wellness, as well as meetings and events, and sees Türkiye as well placed to benefit from those shifts.
