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

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.

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