Hilton will debut its Tru by Hilton brand in Asia Pacific with 14 hotels in Vietnam by late 2025, in partnership with ROX Group (formerly TNG Holdings Vietnam), the company has said in a press release.
The first four hotels will open in Hanoi, Ha Long, Lang Son, and Nam Dinh, with future sites planned in Da Nang, Can Tho, Thai Binh, Bac Giang, Hoa Binh, Lao Cai, Dak Lak, Hau Giang, Tam Ky, and Viet Tri.
Key points:
- Tru by Hilton is a mid-scale hotel concept offering co-working spaces, localised breakfast bars, fitness centres, and modern guest rooms. Rates begin at VND 900,000 (about US$34) per night with breakfast included.
- This rollout expands Hilton’s Vietnam portfolio to 29 pipeline properties. The brand targets both business and leisure travellers, capitalising on rising domestic demand and increased international arrivals.
- ROX Group’s SOJO Hotels will be rebranded under Tru by Hilton, integrating global standards into locally developed hotels.
Hilton’s large-scale rollout of Tru by Hilton hotels in Vietnam signals strong confidence from the company in the country as a fast-growing, under-served market for mid-scale travel.
The move suggests the firm sees an opportunity in rising domestic demand, likely on the back of a growing middle class seeking reliable, affordable accommodation, and strong growth in Vietnam’s tourism industry more broadly.
Moreover, by entering both major and secondary cities, Hilton may be positioning Vietnam as a long-term strategic hub in Southeast Asia.
See also: How to Open a Hotel in Vietnam