Hilton will bring its Tru by Hilton Brand to Asia Pacific

Only a week later announcing plans to bring its luxury lifestyle brand NoMad to Asia PacificHilton has announced it will launch its midscale Tru brand in the area, starting with Vietnam

The company plans to open four of the 14 properties planned by the end 2025. This move is a major push into the middle-scale market where demand has been growing rapidly, particularly among younger travelers and those who are cost-conscious.

Hilton will convert Vietnam’s homegrown products. Hilton will convert Vietnam’s domestically-produced SOJO Hotels Tru by Hilton is a new chain that consists of 13 midscale properties currently in operation. This partnership was formed with the ROX group, a local player.

TNH Hotels & Resorts, part of the ROX Group, launched SOJO Hotels in 2020. It was positioned as the “country’s first convenient hotel chain” and offered a simplified guest experience that was tech-driven, including keyless check ins and self service kiosks.

Hilton will provide these properties with global visibility, access to global hotel chains’ systems and loyalty networks. Xuan Quang Tran said, “We’re confident that this partnership will lead to even more opportunities in the future.”

Hilton launched Tru by Hilton as a new take on midscale hotels in the U.S. back in 2016. The hotel offers a smart design, efficient services, and a young spirit. Since then, the brand has expanded to markets such as Mexico, Brazil and Colombia. Vietnam is now its first Asia Pacific outlet.

Where is Vietnam is a key part of 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. The development pipeline for the country has now reached 28.

Hilton considers Vietnam to be an important market because of the country’s rising middle class as well as a rebounding domestic and foreign tourism. Alan Watts said, “Vietnam has emerged as Asia’s leading travel destination,” Hilton president for Asia Pacific. “Tru by Hilton addresses a gap in the market… and will appeal to guests seeking a vibrant and practical hotel stay.”

Tru will be launched in a mixture of major cities and smaller provinces. Da Nang, Can Tho Lao Cai Tam Ky, Hanoi, Ha Long and Lang Son are all future locations. Hilton’s desire to reach out into secondary cities is evident in the wide range of locations that it has planned.

The new Tru by Hilton Hotels aim to blend local flavour 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. The Hanoi Station Hotel, for example, takes inspiration from the historic railway hub of the city.

Hilton’s Bet on the Mid-Market segment

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

Hilton India has ambitious plans for its hotel numbers to double in India, from just 30 to 300 within the next 10 years. Tru is a brand that fits into this strategy because it provides a product which balances quality and affordability.

Tru by Hilton has made its Asia Pacific debut with a hotel in Vietnam. The brand is now positioned for an expanded rollout of the brand in the region. Hilton also shows its confidence in the growth of domestic travel, which is a trend that has been accelerated by pandemic shifts and increasing incomes throughout Southeast Asia.