VIETNAM – Leading global hospitality company Hilton (NYSE: HLT) today announced the opening of the first four of 14 Tru by Hilton properties in Vietnam, in partnership with ROX Group (formerly TNG Holdings Vietnam). 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 – Hilton Hotels & Resorts, Curio Collection by Hilton and Hilton Garden Inn. The much-anticipated arrival of Tru by Hilton in Asia Pacific further reinforces Vietnam as one of Hilton’s largest markets in South East Asia.
“The arrival of Tru by Hilton in Vietnam reflects our robust growth momentum in South East Asia and the wider Asia Pacific region.” said Alan Watts, president, Asia Pacific, Hilton. “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.”
“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.”
Launching Tru by Hilton in Asia Pacific
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 travelers. 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.
Designed for business and leisure travelers across generations, the brand delivers a young-at-heart experience centred on value. From functional lobby spaces for work and play, to thoughtfully designed, spacious guest rooms, Tru by Hilton blends modern aesthetics with practical features and locally inspired elements for a seamless and comfortable stay.
"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."
"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," said Andrew Harp, brand leader, Tru by Hilton. "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."
The first four Tru by Hilton hotels in Vietnam includes Tru by Hilton Hanoi Station, 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. With 129 thoughtfully designed rooms, including king, twin, king with sofa, and accessible options, guests can expect a relaxed and seamless stay. 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.
Tru by Hilton Ha Long Hon Gai City Centre offers the best of both worlds – stunning views of Ha Long Bay and the energy of the city’s bustling centre. With 90 well-appointed rooms, including king, twin, and accessible options, the hotel provides everything guests need for a comfortable and convenient stay. Just steps away from boat tours and cruises that explore the UNESCO-listed bay, guests can immerse themselves in Ha Long’s breathtaking natural beauty. The property’s central location also places them close to the city’s best local seafood restaurants, cultural attractions, and lively markets, making it the ideal base for relaxation and adventure.
Each Tru by Hilton property in Vietnam will feature the signature “Top It” complimentary breakfast bar - offering a customizable morning meal with a variety of delicious dumplings, setting the perfect tone for the day ahead. Open 24/7, the Eat. & Sip. market offers local gourmet snacks, refreshments, beer and wine, and complimentary fresh herbal-infused water made from local ingredients.
Guests can enjoy amenities such as a well-equipped fitness centre and inviting social spaces for games and gatherings, or explore top dining, shopping, and entertainment with local recommendations from the Tru-ly Local wall. Select properties feature versatile function rooms for work or social gatherings.
“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,” said 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.
Tru by Hilton in Vietnam is part of Hilton Honors, the award-winning guest loyalty program for Hilton's 24 world-class brands. Members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount, free standard Wi-Fi and the Hilton Honors app. Members also have access to contactless technology through the Hilton Honors mobile app, where members can book direct, check-in or choose their room using Digital Key.
Nightly room rates with breakfast start from VND 900,000++ (USD34) with fully flexible booking options and free changes or cancellations up to 24 hours before arrival. For more information on Tru by Hilton in Vietnam or to make a reservation, please visit hilton.com/en/locations/vietnam/tru-by-hilton.
For more information about Hilton, please visit stories.hilton.com.
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 8,600 properties and nearly 1.3 million rooms, in 139 countries and territories.Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 218 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X,LinkedIn, Instagram and YouTube.
About Tru by Hilton
Tru by Hilton is a game-changing hotel brand with more than 290 open locations across the Americas, providing guests with a consistent, fun experience at an affordable price. Spirited, simplified and grounded in value, Tru by Hilton is designed for cross-generational appeal. Intuitively designed modern guestrooms feature rolling desks, oversized windows for natural light and bright, spacious bathrooms. Guests can enjoy complimentary hot breakfast at the Top It breakfast bar, featuring a signature automatic pancake maker. Premium snacks, light meal options and single-serve wine and beer are available for purchase at the 24/7 Eat. & Sip. market. Experience a positive stay at Tru by Hilton by booking at trubyhilton.com or through the industry-leading Hilton Honors app. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Tru by Hilton at stories.hilton.com/trubyhilton, and follow the brand on Facebook, Instagram and X.
ROX Group
Founded in 1996 as TNG Holdings Vietnam, ROX Group has evolved over 28 years into a leading multi-industry investment entity. The Group is recognized for creating value and enhancing convenience through an extensive ecosystem spanning urban and industrial park development, services, and finance. With expertise in executing large-scale projects domestically and internationally, ROX Group has established a solid reputation for excellence. Driven by the mission of "Creating Value for a Convenient Life," ROX Group continuously enhances its professional capabilities while embracing a long-term vision and a spirit of resilience to overcome challenges and achieve success. ROX Group prioritizes convenience and mutual benefits for all stakeholders, offering optimized solutions that balance the needs of partners and customers. The Group's people-centered ecosystem focuses on fostering growth while upholding environmental and social responsibility, ensuring sustainable development and long-term value for society.