Hilton expands Tru brand in Vietnam with four new properties

Hilton has unveiled plans to introduce its Tru by Hilton brand to Vietnam, with the first four of 14 properties set to open in the country, in collaboration with ROX Group.

These openings are a part of Hilton's expansion in Southeast Asia, with a total of 29 hotels currently under development in Vietnam.

Hilton Asia Pacific president Alan Watts said: “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.”

Expected to open their doors by the end of this year, the new Tru by Hilton hotels will cater to both business and leisure travellers.

The brand's entry into the Asia Pacific region follows its successful expansion in Latin America and the Caribbean, with properties in Mexico, Brazil, and Colombia.

The first four hotels in Vietnam will encompass Tru by Hilton Hanoi Station, which will offer 129 rooms and access to Hoan Kiem Lake and the Old Quarter.

Each new hotel will offer the brand's signature complimentary breakfast bar, a 24/7 market, fitness centres, and social spaces while some properties will also provide versatile function rooms for events.

After the initial openings in Hanoi, Lang Son, Ha Long and Nam Dinh, Hilton plans to launch additional Tru by Hilton hotels in cities across Vietnam.

ROX Group vice-president and CEO Xuan Quang Tran said: “Our partnership with Hilton to bring 14 Tru by Hilton hotels to Vietnam is a testament to the country's vibrant tourism market and immense potential.

“This milestone marks the transformation of the SOJO Hotels chain into Tru by Hilton, introducing a new international brand standard to our properties.”

The company currently operates six properties in Vietnam across three brands, namely Hilton Hotels & Resorts, Curio Collection by Hilton, and Hilton Garden Inn.

Hilton celebrated the launch of its first Curio Collection property in Vietnam, La Festa Phu Quoc, a 197-room resort, in February 2024.

"Hilton expands Tru brand in Vietnam with four new properties" was originally created and published by Hotel Management Network, a GlobalData owned brand.

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