Meagan Drillinger
Aruba's hospitality landscape is undergoing a significant shift as the island positions itself more firmly within the luxury travel market. A wave of new high-end development, including the St. Regis, Iberostar and continued investment at existing properties, reflects a destination catering to travelers seeking exclusivity and personalized service.
One of the most notable developments is the extensive transformation underway at the Hilton Aruba Caribbean Resort & Casino, which is completing a more than $100 million renovation and preparing to debut The Westerly, a resort-within-a-resort tower scheduled for a gradual opening beginning in the first quarter of 2026. The project marks both an investment in the future of Aruba's premium travel sector and a return to the property's historical roots, something general manager Jerome Luciani describes as central to the redesign philosophy.
Luciani said the renovation was guided by an intent to protect the heritage of what was originally the Aruba Caribbean Hotel, which opened as one of the first luxury hotels on the island in 1959.
Designed by architect Morris Lapidus (known for Miami Beach's Eden Roc and Fontainebleau), the property attracted high-profile travelers during its early years, including the royal Dutch family and Frank Sinatra. Maintaining that identity for Aruba residents who hold majority ownership in the resort was a driving priority.
Introducing The Westerly
The Westerly aims to diversify the resort's offerings and appeal to a traveler seeking more privacy and personalization.
"The entire experience is designed for travelers seeking exclusiveness and a personalized, curated experience," Luciani said. "We have a team of pre-arrival concierges who will arrange everything from airport pickup to spa treatments, palapa reservations and restaurant reservations."
The Westerly includes 161 rooms and 18 oceanfront suites as well as 14 adults-only swim-up rooms. Most rooms feature ocean views and oversized balconies, which Luciani describes as part of the elevated experience.
A key amenity within The Westerly will be Terrace on 10, an adults-only rooftop venue available as a paid add-on rather than being tied to a room category.
"Terrace on 10 is designed for people who want an exclusive experience. The terrace offers wellness activities, cabanas, signature cocktails, sunset canapes and live entertainment," Luciani said.
Access to the rooftop will cost $150 per person and will include food and beverages.
"It was the right time to introduce a product designed for a different type of traveler who is seeking a more exclusive product than traditional resorts," he added. "Aruba is refocusing on those segments of travelers who are seeking an exclusive experience."
Hilton updates, as well
At the Hilton itself, the $100 million-plus renovation includes updates to existing restaurants, new dining concepts and repositioned gathering spaces. The resort is opening Shore Club, a standalone two-story beachfront restaurant, alongside redesigned venues like Sunset Grille and grab-and-go markets.
As Aruba broadens its luxury offerings, Luciani said he sees Hilton's expansion as aligned with the island's trajectory rather than an island repositioning. For travel advisors, the addition of The Westerly may broaden the customer base for a resort long known for repeat visitation.
Hilton Aruba's redevelopment reflects a wider acceleration in Aruba's premium travel market, signaling demand for more differentiated, service-led offerings. For advisors, it may represent both an upgraded product for longtime Aruba clients and an entry point for travelers who previously looked elsewhere for boutique-style luxury.