Global hospitality giant Hilton has announced the arrival of Tru by Hilton in Asia Pacific, with 14 new hotels opening across Vietnam by the end of 2025. This expansion, in partnership with ROX Group, marks a significant move in Hilton’s growth strategy for South East Asia.
A New Hotel Experience
Tru by Hilton is known for its modern and energetic approach to hospitality. The brand combines contemporary aesthetics with practical features to offer a seamless stay experience.
Guests can expect:
- Smartly designed rooms with locally inspired touches
- Functional lobby spaces ideal for work or relaxation
- 24/7 dining options, including a customisable breakfast bar
- Fitness centres and social spaces for wellness and entertainment
With Vietnam’s booming tourism industry and a rising middle class fuelling domestic travel, Tru by Hilton properties will be strategically placed in popular and emerging destinations, offering convenient access for both business and leisure travellers.
First Openings & Future Growth
The first four Tru by Hilton hotels will include:
- Tru by Hilton Hanoi Station, inspired by Hanoi’s historic railway station, offering easy access to Hoan Kiem Lake, the Old Quarter, and the city’s iconic food scene.
- Tru by Hilton Ha Long Hon Gai City Centre, ideally situated near Ha Long Bay’s famous boat tours, seafood restaurants, and cultural hotspots.
Additional locations will follow in Lang Son, Nam Dinh, 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 Tru’s vibrant and fun spirit, bringing a fresh take on hospitality to diverse and culturally rich destinations.
Partnership & Industry Impact
Speaking about the expansion, Alan Watts, President of Asia Pacific, Hilton, said: “Vietnam is one of Asia’s most exciting travel destinations. The introduction of Tru by Hilton fills a market gap, providing a dynamic, practical hotel experience for modern travellers.”
Andrew Harp, Brand Leader, Tru by Hilton, added: “We are thrilled to bring the Tru Spirit to Vietnam. With a successful presence in Mexico, Brazil, and Colombia, this expansion into Asia Pacific strengthens Hilton’s mid-market presence while redefining hospitality.”
Hilton’s Growing Presence in Vietnam
Hilton currently operates six hotels in Vietnam across Hilton Hotels & Resorts, Curio Collection by Hilton, and Hilton Garden Inn. With 28 hotels in development, including the new Tru by Hilton properties, Vietnam remains one of Hilton’s largest markets in South East Asia.
As Hilton continues to expand, Tru by Hilton Vietnam will be part of Hilton Honors, its award-winning loyalty programme, offering guests exclusive benefits such as flexible payment options, complimentary Wi-Fi, and mobile check-in with Digital Key.
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