Strategic partnership with ROX Group expands Hilton’s presence in the midscale segment in the Asia-Pacific region.
Experience modern comfort and dynamic design at Tru by Hilton Hanoi Station - where aesthetics and functionality meet in the heart of Vietnam’s bustling capital
Vietnam, May 14, 2025 – Hilton (NYSE: HLT) today announced the opening of the first four Tru by Hilton hotels out of a total of 14 hotels to be put into operation in Vietnam this year, through a strategic partnership with ROX Group (formerly TNG Holdings Vietnam). This marks the first step of the Tru by Hilton brand into the Asia-Pacific region, continuing Hilton’s strong growth momentum in Southeast Asia.
With plans to open before the end of 2025, the new Tru by Hilton hotels will bring Hilton’s total pipeline in Vietnam to 28 hotels. Hilton currently operates six hotels across three brands including Hilton Hotels & Resorts, Curio Collection by Hilton and Hilton Garden Inn. The launch of Tru by Hilton reaffirms Vietnam’s position as one of Hilton’s key markets in Southeast Asia. “The presence of Tru by Hilton in Vietnam is a clear testament to our strong growth momentum in Southeast Asia as well as the entire Asia Pacific region,” said Alan Watts, President, Asia Pacific, Hilton. “Vietnam is gradually asserting its position as one of the leading destinations in Asia, with increasing demand for domestic tourism as well as the number of international visitors. Tru by Hilton will fill a gap in the market with a dynamic, youthful hotel brand, suitable for the needs of customers with convenient and practical accommodation in 14 provinces and cities nationwide.”
Tru by Hilton's first presence in Asia - Pacific
With the increasing number of tourists to Vietnam and the strong growth of the middle class driving the demand for domestic tourism, Tru by Hilton hotels will be located in familiar and emerging destinations, serving the needs of business and leisure accommodation. The presence in the Asia - Pacific region marks the next step after the brand's success in the markets of Mexico, Brazil and Colombia, strengthening Tru by Hilton's position in the Caribbean and Latin America.
Tru by Hilton is designed for travelers of all generations who are looking for a youthful and value-added experience. From the communal lobby space that integrates work and entertainment functions, to the spacious, modernly designed rooms, the brand offers a comfortable stay experience with many elements inspired by local culture.
“Since its inception, Tru by Hilton has conquered young-at-heart travelers with its dynamic style and breakthrough value proposition,” said Alexandra Jaritz, Senior Vice President of Brand Management, Asia Pacific, Hilton. “Hotels in Vietnam will redefine the local stay experience, with a series of innovative amenities and energetic spaces.”
The first four Tru by Hilton hotels in Vietnam include Tru by Hilton Hanoi Station, bringing a new, dynamic stay experience right in the heart of the capital. Inspired by Hanoi Railway Station – the city’s most important transport hub for over 120 years, the hotel is a harmonious combination of modern amenities and rich local cultural heritage. With 129 optimally designed rooms, including king, twin, double with sofa and accessible rooms, guests can enjoy a relaxing and complete stay. Located opposite Hanoi Railway Station, the hotel’s location allows guests to easily travel to iconic locations such as Hoan Kiem Lake, the Old Quarter and Hanoi’s signature street food paradise. Whether exploring historical sites or enjoying local flavors, guests can find every experience they desire just a few steps away. Meanwhile, Tru by Hilton Ha Long Hon Gai City Centre offers a “two-in-one” experience – stunning views of Ha Long Bay and the bustling city centre. With 90 comfortable rooms, including large double rooms, standard double rooms and standard rooms for disabled guests, the hotel fully meets the accommodation needs. Just a few minutes away from the marinas to visit Ha Long Bay - a world natural heritage recognized by UNESCO, visitors can immerse themselves in the breathtaking natural beauty of this place. The central location also provides easy access to famous local seafood restaurants, cultural destinations and bustling traditional markets, creating an ideal place for both relaxing and adventurous holidays.
Each Tru by Hilton hotel in Vietnam offers a complimentary breakfast service called “Top It” – a buffet counter that allows guests to choose and combine dishes according to their taste, helping customers start the day full of energy. In addition, the Eat. & Sip. area is open 24/7, serving a variety of snacks, soft drinks, beer and wine, and free chilled herbal water, made from local ingredients.
Guests can also enjoy other amenities, such as a fully equipped gym or a common living space for entertainment or meetings. Some hotels also have multi-purpose meeting rooms suitable for meetings or socializing and connecting with friends. In particular, suggestions from Tru-ly Local Wall will help visitors easily discover outstanding local culinary, shopping, and entertainment venues.
Mr. Tran Xuan Quang, Vice Chairman of the Board of Directors and CEO of ROX Group, said: “The cooperation between us and Hilton to bring 14 Tru by Hilton hotels to Vietnam is a clear demonstration of the strong attraction and potential of the domestic tourism market. This milestone marks the transformation of the SOJO hotel chain, when it puts on a new look with international standards of the Tru by Hilton brand. With Hilton's global experience, these 14 hotels will be upgraded, bringing world-class experiences. We believe that this strategic relationship between Hilton and ROX Group will open up many opportunities for strong development in the future.” After the first hotels in Hanoi, Ha Long, Lang Son and Nam Dinh, Tru by Hilton is expected to continue to expand to many other localities such as Da Nang, Thai Binh, Bac Giang, Hoa Binh, Hau Giang, Lao Cai, Dak Lak, Viet Tri, Can Tho and Tam Ky. Each hotel promises to fully convey the brand’s dynamic and playful spirit, providing memorable stays in diverse and culturally rich destinations across Vietnam.
Tru by Hilton in Vietnam is part of Hilton Honors – Hilton’s award-winning loyalty program for 24 of its global brands. When members book directly through Hilton’s preferred channels, they will receive many instant privileges such as flexible payment tools (allowing to combine accumulated points and cash), preferential rates for members, free standard Wi-Fi and access to the Hilton Honors mobile app. The app also supports contactless features such as booking, checking in and selecting rooms with an electronic key (Digital Key).
Room rates per night including breakfast from VND900,000++ (equivalent to USD34), applying a flexible booking policy with the right to change or cancel for free up to 24 hours before check-in. For more information or to book a room at Tru by Hilton in Vietnam, please visit: hilton.com/en/locations/vietnam/tru-by-hilton.
