Aruba is witnessing a transformative shift in its hospitality industry, as the island increasingly embraces the luxury travel market. Recent developments, including prestigious projects such as the St. Regis and Iberostar, reflect a growing focus on catering to travelers who value exclusivity and personalized service.
One major undertaking is the comprehensive renovation of the Hilton Aruba Caribbean Resort & Casino. This extensive project, which exceeds $100 million, aims to unveil The Westerly, a resort-within-a-resort that will start gradually opening in early 2026. The meticulous redesign emphasizes a commitment to preserving the property’s historical significance while enhancing the luxury experience.
According to General Manager Jerome Luciani, the renovation aims to honor the heritage of the Aruba Caribbean Hotel, originally opened in 1959 as one of the island’s first luxury accommodations. Designed by renowned architect Morris Lapidus, famous for Miami Beach’s iconic hotels, the resort attracted elite guests, including the Dutch royal family and Frank Sinatra during its early years.
Introducing The Westerly
The Westerly is designed to diversify the resort’s offerings and cater to guests seeking privacy and a bespoke experience. Luciani shared that “the entire experience is curated for travelers desiring exclusiveness.” A dedicated team of pre-arrival concierges will handle everything, from airport pickups to spa treatments and restaurant reservations.
The Westerly features 161 rooms, 18 oceanfront suites, and 14 adults-only swim-up rooms, most boasting breathtaking ocean views and spacious balconies. A standout amenity is Terrace on 10, an adults-only rooftop venue accessible as a paid add-on rather than a room feature. Priced at $150 per person, this exclusive area will offer wellness activities, cabanas, and enjoyable live entertainment paired with signature cocktails and sunset canapés.
Luciani emphasized that the introduction of such offerings targets a new type of traveler looking for luxury beyond traditional resorts. Aruba’s renewed focus is on attracting visitors interested in unique and personalized experiences.
Comprehensive Enhancements at Hilton Aruba
The extensive renovation at the Hilton incorporates updates across various dining and gathering spaces, including the introduction of Shore Club, a two-story beachfront restaurant, along with redesigned spaces like Sunset Grille and grab-and-go markets.
As Aruba expands its luxury footprint, Luciani views Hilton’s reinvigoration as complementary to the island’s overall progression rather than a repositioning effort. He believes that The Westerly will appeal to a broader client base, enhancing appeal for travel advisors and creating opportunities for attracting new luxury clientele.
The redevelopment at Hilton Aruba mirrors a broader trend in Aruba’s premium travel sector, indicating a rising demand for sophisticated, service-oriented offerings. For travel advisors, the enhancements provide both an upgraded option for longstanding Aruba patrons and an enticing entry point for travelers seeking boutique-style luxury experiences.
In summary, Aruba’s evolving luxury landscape emphasizes exclusivity and top-tier service, positioning itself as an attractive destination for high-end travelers. With significant investments and revamped offerings, the island is set to redefine what luxury travel looks like in the Caribbean.
