VIETNAM | The first two of 14 new Tru by Hilton properties is set to be opened in Vietnam, celebrating the brand's entrance into the Asia Pacific market.
Hilton has 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 Southeast 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.”
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 travellers. 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 travellers 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," 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 travellers and being where they want to visit. This is an exciting moment for the brand, expanding Hilton's mid-market presence while redefining hospitality in bustling cities and emerging destinations."
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