Hilton Launches Another Brand in Asia Pacific – Tru to Debut in Vietnam

Just a week after announcing plans to bring its luxury lifestyle brand NoMad to Asia Pacific, Hilton said it would introduce its midscale Tru by Hilton brand in the region, starting with Vietnam

The company aims to open the first four of 14 planned properties by the end of 2025. The move marks a push into the midscale market, where demand is rising fast, especially among younger and cost-conscious travelers.

It is not starting from scratch. Hilton will convert Vietnam’s homegrown SOJO Hotels chain, a midscale hotel that currently has 13 operational properties, into Tru by Hilton hotels through a partnership with local player ROX Group.

TNH Hotels & Resorts, part of the ROX Group, launched SOJO Hotels in 2020. Positioned as the country’s first “convenient hotel chain,” it aimed to meet the needs of modern travelers with a simplified, tech-driven guest experience, offering keyless check-ins and self-service kiosks.

The Hilton brand will give these properties global visibility and access to the global hotel chain’s systems and loyalty network. Xuan Quang Tran, vice president and CEO of ROX Group, said: “We are confident that this partnership between Hilton and ROX Group will pave the way for even greater opportunities in the years ahead.”

Hilton launched Tru by Hilton in the U.S. in 2016 as a fresh take on the midscale segment. It offers smart design, efficient service, and a youthful spirit. The brand has since expanded into markets like Mexico, Brazil, and Colombia. Now, Vietnam becomes its first Asia Pacific outpost.

Where Does Vietnam Figure in Hilton’s APAC Strategy?

Hilton currently operates six hotels in Vietnam across three brands — Hilton Hotels & Resorts, Curio Collection by Hilton, and Hilton Garden Inn. With this latest announcement, its development pipeline in the country climbs to 28.

Vietnam’s growing middle class, coupled with a rebound in domestic and international tourism, makes it an important market for Hilton. “Vietnam is emerging as one of Asia’s premier travel destinations,” said Alan Watts, president, Asia Pacific, Hilton. “Tru by Hilton addresses a gap in the market… and will appeal to guests seeking a vibrant and practical hotel stay.”

The Tru brand will be rolled out in a mix of large cities and smaller provincial centers. In addition to Hanoi, Ha Long, Lang Son and Nam Dinh, future locations include Da Nang, Can Tho, Lao Cai, and Tam Ky. This wide reach reflects Hilton’s intent to tap into secondary cities, where branded midscale offerings are still limited.

The new Tru by Hilton hotels aim to blend local flavor with global consistency. The first four properties — Tru by Hilton Hanoi Station, Ha Long Hon Gai City Centre, Lang Son, and Nam Dinh — will showcase design touches inspired by their surroundings. For instance, the Hanoi Station hotel takes cues from the city’s historic railway hub.

Hilton’s Bet on the Mid-Market Segment

While Hilton recently made headlines for bringing its luxury lifestyle brand NoMad to Singapore, the group has made clear that the real growth story lies in the mid-market. CEO Chris Nassetta put it plainly during a visit to India last week: “The mid market is where the game really is.”

Hilton has ambitious plans to grow its hotel count in India tenfold, from just over 30 to more than 300 in the next decade. The Tru brand fits right into this wider strategy as it offers a product that balances affordability with quality.

With Tru by Hilton’s Asia Pacific debut in Vietnam, the brand positions itself for broader rollout in the region. It also signals Hilton’s confidence in domestic travel growth, a trend accelerated by pandemic-era shifts and rising incomes across Southeast Asia.