4 out of 14 SOJO hotels developed by ROX Group have officially commenced operations under the new brand name “Tru by Hilton, a SOJO Hotel" from the beginning of May 2025. This marks the result of a strategic collaboration between ROX Group and Hilton, aiming to expand and upgrade the SOJO Hotel chain into a network of internationally operated hotels with a strong local identity.
A new direction to elevate a “perfectly on-point" experience
Since its launch at the end of 2021, the SOJO Hotels chain developed by ROX Group has pioneered a new direction in Vietnam's hospitality market. Following a modern, optimized operational model based on digitalization, SOJO Hotels is the first hotel chain to integrate advanced technology into every aspect of the guest experience, from automated check-in and mobile room unlocking to in-app room control.
With a solid foundation from ROX Group, within just three years, the SOJO Hotel chain has expanded to 13 provinces and cities with a total operational capacity of over 1,500 rooms. The combination of digitalization, a youthful and liberal design, and a strong emphasis on local cultural identity has made SOJO Hotels one of the most well-recognized hotel brands in the urban hospitality segment over the past five years.
SOJO Hotels has made its mark with flexible, youthful designs rich in local character
After three successful years in the market with the SOJO Hotels brand, ROX Group decided to pursue a new direction to optimize value and accelerate business growth by standardizing SOJO's operations to meet international benchmarks.
Following multiple rounds of evaluation and consideration, the Tru by Hilton brand under Hilton Hotels Group was selected for its alignment with SOJO Hotels' model and values.
With more than 260 hotels in operation worldwide—most of them in the American market—Tru by Hilton is recognized as a brand that embodies creativity, youthfulness, and a clear distinction from traditional hotel brands. Tru by Hilton's design model focuses on fresh, youthful experiences that bring added value and create lasting impressions for guests. Positioned in the midscale segment, Tru by Hilton offers the opportunity to experience the operational standards of one of the world's most established hotel groups at an accessible cost. This makes Tru by Hilton hotels appealing to a wide range of guests, from business travelers to tourists.
Notably, the similarities between SOJO and Tru by Hilton in design aesthetics and guest experience have facilitated a seamless and rapid brand transition. In less than six months since the partnership announcement, the first Tru by Hilton hotels have entered the Vietnamese market under the brand “Tru by Hilton, a SOJO Hotel."
A stunning view of Ha Long Bay from the lounge of Tru by Hilton Ha Long Hon Gai Centre
Fostering sustainable growth in Vietnamese tourism
In May 2025, Hilton Group officially took over and began operating the first four Tru by Hilton, a SOJO Hotel properties in Hanoi, Ha Long, Lang Son, and Nam Dinh. By the second quarter of 2025, ten more SOJO hotels in Danang, Thai Binh, Bac Giang, Hoa Binh, Hau Giang, Lao Cai, Dak Lak, Viet Tri, Can Tho, and Tam Ky are expected to complete their brand transition.
Each hotel promises to fully convey the dynamic and cheerful spirit of the brand, offering memorable stays in diverse destinations rich in cultural identity throughout Vietnam.
With the launch of this 14-hotel chain in 2025, Hilton will significantly expand its developing hotel network in Vietnam and position the country as one of its largest markets in Southeast Asia.
Additionally, with the official operation under the new brand, guests staying at Tru by Hilton, a SOJO Hotel will also be eligible to participate in Hilton Honors—the globally recognized loyalty program of Hilton Group, featuring over 18 hotel brands and nearly 210 million existing members.
Mr. Tran Xuan Quang, CEO of ROX Group, stated, “We believe that partnering with Hilton to introduce 14 Tru by Hilton hotels in Vietnam is a testament to the vibrant tourism market and immense potential of Vietnam today. The collaboration between ROX Group and Hilton will pave the way for significant opportunities in the coming years."
According to consultancy firm Savills Hotels, the trend of Vietnamese hotels partnering with international brands is accelerating. Over the next three years, around 40% of mid- to high-end hotels in Vietnam are expected to be affiliated with international brands. This is a notable increase from the current 30% and less than 25% in 2013.
The collaboration between ROX Group and Hilton Group is a clear demonstration of this trend. The partnership agreement between the two groups will not only enhance service quality but also meet the growing demand for high-end and diversified tourism products in the Vietnamese market. It is also a strategic step to create innovative and unique destinations, enriching the tourism offerings and contributing to the sustainable development of Vietnam's tourism industry.