One of the World's Biggest Hotel Companies Just Overhauled Its C-Suite — and Created a Role It Has Never Had Before

Hilton is making sweeping changes at the top of its organization, restructuring its leadership team in preparation for the retirement of Chris Silcock, one of the company's longest-serving executives. The shakeup includes creating a chief technology officer role for the first time in the company's history.

Laura Fuentes, who has served as Hilton's chief human resources officer, will transition into the newly created position of chief brand officer. The move consolidates brand strategy and guest experience under a single executive, signaling Hilton's intent to sharpen its competitive positioning across its portfolio of brands.

The search for a dedicated CTO reflects the growing importance of technology in the hotel industry. Hilton has been expanding its use of artificial intelligence across operations, recently announcing partnerships with Google, OpenAI, and Anthropic to develop AI-powered tools for guests and hotel operators alike.

The changes come at a strong moment for Hilton's business. The company posted solid Q1 RevPAR growth and raised its full-year outlook, with CEO Chris Nassetta pointing to continued conversion momentum and growth across all brand segments. Hilton's pipeline continues to expand, with the company competing aggressively with Marriott and Hyatt for new development deals.

For the all-inclusive segment specifically, Hilton has been steadily building out its presence in the Caribbean and Mexico through its Hilton All-Inclusive Resorts brand, which now competes directly with established players like Hyatt Inclusive Collection for share of the growing all-inclusive market.