Hilton expands Southeast Asia presence with launch of Tru by Hilton in Vietnam, planning 14 hotels by 2025

VIETNAM – Hilton is broadening its footprint in Southeast Asia with the introduction of its youthful and affordable Tru by Hilton brand in Vietnam.

In partnership with ROX Group (formerly TNG Holdings Vietnam), Hilton plans to open 14 Tru by Hilton hotels across the country by the end of 2025, marking a significant milestone in its strategy to capitalize on Vietnam’s rapidly growing tourism and hospitality market.

Vietnam’s booming economy, rising middle class, and increasing domestic and international travel demand provide an ideal environment for Hilton’s expansion.

The new Tru by Hilton hotels are designed to appeal to a new generation of travelers seeking vibrant, tech-forward, and value-driven accommodations.

The brand combines modern aesthetics with practical features and locally inspired elements, delivering a smart, social, and playful stay experience that resonates with both business and leisure guests.

The first four Tru by Hilton properties, including Tru by Hilton Hanoi Station and Tru by Hilton Ha Long Hon Gai City Centre, are strategically located in key urban centers and popular tourist destinations.

These hotels offer spacious, smartly designed guestrooms, fully equipped fitness centers, flexible social spaces, and Hilton’s signature “Top It” complimentary breakfast bar featuring customizable options with local favorites like dumplings and pho.

A 24/7 Eat. & Sip. market provides snacks and beverages, while “Tru-ly Local” walls guide guests to neighborhood highlights, enhancing the overall guest experience.

This expansion complements Hilton’s existing portfolio in Vietnam, which includes Hilton Hotels & Resorts, Curio Collection by Hilton, and Hilton Garden Inn, bringing the total pipeline of hotels under development in the country to 29.

The introduction of Tru by Hilton strengthens Hilton’s position as a key player in Vietnam’s hospitality sector, addressing the growing demand for modern, affordable accommodations in both established and emerging destinations.

Alan Watts, President of Asia Pacific at Hilton, emphasized the importance of this launch, “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 by bringing an energetic and playful brand to 14 cities in Vietnam, appealing to guests seeking a vibrant and practical hotel stay,” Watts added.

The partnership with ROX Group reflects confidence in Vietnam’s vibrant tourism market and Hilton’s commitment to delivering value-driven hospitality experiences across Southeast Asia.

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