Vietnam Sees Major Growth in Hospitality with the Launch of Tru by Hilton, Offering Affordable Yet Stylish Stays for Travelers Across Asia Pacific

Hilton has launched its Tru by Hilton brand in Vietnam, marking a significant step in the company’s strategy to broaden its presence across Asia Pacific. This expansion, in partnership with ROX Group (formerly known as TNG Holdings Vietnam), introduces the first four Tru by Hilton hotels in the country, with 14 properties planned over the next few years. This move not only reinforces Hilton’s growth momentum in Southeast Asia but also taps into the burgeoning demand for stylish yet affordable hotel options in the region.

As part of Hilton’s expansion in Vietnam, the Tru by Hilton brand will contribute to a larger portfolio of 29 hotels under development in the country by the end of 2025. The entry of Tru by Hilton into this vibrant market further cements Vietnam as a critical hub for Hilton’s operations in Southeast Asia, alongside a growing number of international arrivals and local travel.

Hilton currently operates six properties across three brands in Vietnam, including Hilton Hotels & Resorts, Curio Collection by Hilton, and Hilton Garden Inn. The launch of Tru by Hilton is expected to amplify the company’s footprint, particularly in urban and emerging areas, as it caters to both domestic and international travelers.

Vietnam: A Growing Hotspot for Hospitality

Vietnam is quickly becoming one of Asia’s most popular tourist destinations, thanks to its expanding middle class, vibrant culture, and increasing numbers of international visitors. Hilton’s Tru by Hilton brand, which has already found success in Latin America, is designed to meet the growing demand for affordable, practical accommodations in these rapidly developing markets. The brand’s debut in Vietnam addresses a clear gap, offering a modern and energetic option for travelers seeking a comfortable, budget-friendly stay in the country’s most sought-after locations.

This expansion is a response to the rising demand for flexible, contemporary hospitality that caters to both leisure and business travelers. By offering a hotel experience that blends local charm with modern design, Tru by Hilton will appeal to guests who want more than just a place to sleep but also seek vibrant spaces to work, relax, and explore.

A Dynamic Stay with Tru by Hilton

Tru by Hilton’s innovative approach to hospitality focuses on delivering value without compromising on comfort. Each hotel features spacious guest rooms that combine modern aesthetics with functional design elements, ensuring a seamless and enjoyable stay for all types of travelers. The brand’s emphasis on local culture, smart technology, and contemporary comfort is evident in every corner of the hotel.

The hotels also offer flexible and communal spaces, with inviting lobbies designed for both work and leisure. The “Top It” breakfast bar, which offers a customizable breakfast experience, allows guests to build their ideal meal with an array of fresh, locally inspired ingredients. Additionally, the “Eat. & Sip.” market, open around the clock, serves a wide selection of local snacks, beverages, and refreshing herbal-infused water, crafted with ingredients native to the region.

Beyond the rooms and common areas, Tru by Hilton properties are equipped with fitness centers and social spaces where guests can unwind or gather for casual meetings. The brand is designed to cater to modern travelers, whether they are visiting for business, leisure, or a combination of both.

Introducing Tru by Hilton to Iconic Vietnamese Destinations

The first four Tru by Hilton hotels in Vietnam have been strategically placed in key cities to serve as convenient bases for both business and leisure travelers.

Tru by Hilton Hanoi Station: Situated in the heart of Vietnam’s capital, this hotel blends modern comforts with the historical charm of Hanoi Railway Station. With 129 rooms, guests can choose from a variety of configurations, including king, twin, and accessible options. The hotel’s central location makes it ideal for exploring Hanoi’s top attractions, from Hoan Kiem Lake to the bustling Old Quarter and vibrant street food scene.
Tru by Hilton Ha Long Hon Gai City Centre: Nestled in the center of Ha Long City, this hotel offers breathtaking views of Ha Long Bay and easy access to the area’s famous UNESCO-listed natural wonders. With 90 rooms, including king and twin options, the property serves as an ideal retreat for those looking to experience both the tranquility of the bay and the energy of Ha Long’s urban center.

Both properties, along with those set to open in other cities, will embody the Tru by Hilton brand’s lively, dynamic spirit. With a focus on accessible locations, each hotel will cater to the diverse needs of guests, offering a blend of modern conveniences and local flavor.

Collaborating with ROX Group to Expand Vietnam’s Hospitality Landscape

Hilton’s partnership with ROX Group is a key driver behind the Tru by Hilton expansion in Vietnam. Through this collaboration, ROX Group is transitioning its SOJO Hotels chain into the Tru by Hilton brand, elevating the properties to international standards. This strategic partnership is expected to generate new growth opportunities and strengthen the hospitality landscape in Vietnam, helping to set new benchmarks for quality and service.

Hilton Honors and Special Booking Flexibility

Tru by Hilton properties in Vietnam will also be a part of Hilton Honors, Hilton’s renowned loyalty program. Members who book directly through Hilton’s official channels will gain access to a range of exclusive benefits, such as flexible payment options, instant discounts, complimentary Wi-Fi, and the convenience of mobile check-in with Digital Key. The program is designed to enhance the travel experience for loyal guests and offers seamless, contactless features for a more enjoyable stay.

With rates starting at VND 900,000++ (approximately USD 34) per night, including breakfast, guests can enjoy fully flexible booking options, with free cancellations available up to 24 hours before arrival.

The Road Ahead: Expanding Tru by Hilton in Vietnam

Following the launch in Hanoi and Ha Long, Tru by Hilton plans to open more hotels in various regions across Vietnam. Future locations include major cities like Da Nang, Bac Giang, Can Tho, and more, where the Tru by Hilton brand will continue to offer its vibrant and value-driven hotel experience. The continued expansion signals Hilton’s growing commitment to meeting the needs of modern travelers in one of Southeast Asia’s most exciting hospitality markets.

Through the launch of Tru by Hilton in Vietnam, Hilton is paving the way for a new generation of mid-market hotels in Asia Pacific, bringing fresh energy and convenience to travelers seeking more dynamic and memorable stays.

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