Leading global hospitality company Hilton has announced the opening of the first four of 14 Tru by Hilton properties in Vietnam, in partnership with Rox Group, formerly TNG Holdings Vietnam.
In a press statement, Hilton says that the new hotels herald the entry of Tru by Hilton in Asia Pacific and build upon Hilton’s growth momentum in South East Asia.
Slated to open before the end of 2025, the new Tru by Hilton properties will bring Hilton’s total pipeline of hotels under development in Vietnam to 29. Hilton currently operates six properties across three brands in the country.
Alan Watts
“The arrival of Tru by Hilton in Vietnam reflects our robust growth momentum in South East Asia and the wider Asia Pacific region. Vietnam is emerging as one of Asia’s premier travel destinations, underpinned by rapidly growing domestic demand and rising international arrivals. Tru by Hilton addresses a gap in the market – bringing an energetic and playful brand to 14 cities in Vietnam, and will appeal to guests seeking a vibrant and practical hotel stay,” says Alan Watts, President, Asia Pacific, Hilton.
The statement adds that with Vietnam’s growing tourism arrivals and a rising middle class fuelling domestic travel, the new Tru by Hilton hotels will be strategically located in both popular and emerging destinations to cater to business and leisure travellers. The brand’s arrival in Asia Pacific follows successful ventures in Mexico, Brazil, and Colombia, further solidifying its presence in the Caribbean and Latin America.
Hilton says that designed for business and leisure travellers across generations, the brand delivers a young-at-heart experience centred on value and blends modern aesthetics with practical features and locally inspired elements for a seamless and comfortable stay.
Andrew Harp
“We are incredibly proud to bring the Tru Spirit to Southeast Asia, particularly Vietnam, a country rich in vibrant culture and rapid growth. Tru by Hilton began with the vision of ‘friends taking care of friends’ and has grown into an industry trailblazer. The successful expansion in Mexico, Brazil and Colombia paired with our arrival in Asia Pacific solidifies our commitment to meeting the needs of modern travelers and being where they want to visit. This is an exciting moment for Tru, expanding Hilton’s mid-market presence while redefining hospitality in bustling cities and emerging destinations,” says Andrew Harp, brand leader, Tru by Hilton.
The statement adds that the first four Tru by Hilton hotels in Vietnam includes property in Hanoi, bringing a fresh, vibrant stay to the heart of Vietnam’s capital. Designed with inspiration from Hanoi Railway Station, which has been the city’s key transit hub for over 120 years, the hotel blends contemporary comfort with the city’s rich local heritage. Located just across from Hanoi Railway Station, the property offers easy access to the city’s most iconic attractions, from Hoan Kiem Lake and the Old Quarter, to Hanoi’s renowned street food scene. Whether exploring historic landmarks or enjoying a taste of local flavours, guests will find everything they need just moments away.
“Our partnership with Hilton to bring 14 Tru by Hilton hotels to Vietnam is a testament to the country’s vibrant tourism market and immense potential. This milestone marks the transformation of the Sojo Hotels chain into Tru by Hilton, introducing a new international brand standard to our properties. With Hilton’s global expertise guiding these 14 hotels, we are set to elevate our offerings to world-class benchmarks and are confident that this partnership between Hilton and ROX Group will pave the way for even greater opportunities in the years ahead,” says Xuan Quang Tran, Vice President and CEO, Rox Group.
Following the first openings in Hanoi, Ha Long, Lang Son and Nam Dinh, additional planned openings include cities such as Da Nang, Thai Binh, Bac Giang, Hoa Binh, Hau Giang, Lao Cai, Dak Lak, Viet Tri, Can Tho, and Tam Ký. Each hotel will embody the vibrant and fun spirit of Tru by Hilton, offering guests a dynamic and memorable stay in these diverse and culturally rich locations.
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