Like the Rockefeller brothers, Conrad Hilton viewed hotel development throughout the Caribbean as an undertaking that would generate profits for the parent corporation and at the same time stimulate economic development and cultivate international goodwill in the host nation. In 1956, at the height of the golden age of American tourism in Latin America, Hilton addressed a glittering crowd of Mexican and American cosmopolites at the opening of the Continental Hilton in Mexico City. Global trends played a large role in setting the stage for Hilton's establishment of luxury hotels in Latin America. Hilton knew how to use mass advertising to his advantage and exploited every medium to promote his international hotels. He employed an innovative management strategy, world-class personnel, Hollywood star power, and modern design in adapting his cathedrals of comfort to Latin American cities in the post-World War II world. Given the lack of support from the board of directors of Hilton Hotels, Hilton utilized a management agreement that would become the industry standard for modern hotel management in the post-World War II era.
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