Hilton’s New Venture into Vietnam

Hilton recently revealed plans for the launch of the first four of fourteen Tru by Hilton properties in Vietnam in conjunction with ROX Group, expanding its mid-market presence in Asia Pacific.

Project Overview

These new openings are expected before the end of 2025 and will enhance Hilton’s hotel pipeline in Vietnam to a total of 28. Currently, Hilton operates six properties within Vietnam across multiple brands, including Hilton Hotels & Resorts, Curio Collection by Hilton, and Hilton Garden Inn. This marks a significant step, establishing Vietnam as a key market for Hilton in Southeast Asia.

Insights from Senior Leadership

“The growth of Tru by Hilton in Vietnam underscores our increasing momentum in Southeast Asia and the entire Asia Pacific,” said Alan Watts, President of Hilton Asia Pacific. “Vietnam is rapidly turning into one of Asia’s leading travel spots, supported by strong domestic demand and a surge in international visitors. This new brand caters to a market need, providing a fresh and lively atmosphere in fourteen different cities across Vietnam.”

Expanding Horizons

The arrival of Tru by Hilton signifies strategic positioning in bustling tourism areas, aiming to serve both business and leisure travelers who are part of a growing middle class. The brand is also witnessing successful entries in various international markets, including Mexico, Brazil, and Colombia. Each hotel is crafted to deliver a modern and functional experience, embracing locally inspired elements.

Guest Experience and Amenities

With amenities tailored for both business travels and leisure stay, Tru by Hilton promises to keep guests engaged. Alexandra Jaritz, Hilton’s Senior Vice President of Brand Management in Asia Pacific, highlighted that since the brand’s inception, it has appealed to value-seeking travelers with its vibrant energy. The first operational hotels, including Tru by Hilton Hanoi Station, reflect this ethos by merging modern convenience with local culture, ensuring a comfortable environment for guests.

Conclusion

The upcoming expansions will include hotels in notable cities such as Da Nang, Thai Binh, and others, solidifying Tru by Hilton’s commitment to deliver exciting and enjoyable lodging experiences across Vietnam.

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