Jenny Milos, Vice President, Brand Management, Suites & Focused Service, Asia Pacific, Hilton Hospitality in Vietnam is becoming a truly competitive market, not just in major hubs like Hanoi, Ho Chi Minh City, and Da Nang, but also in emerging tourism hotspots such as Nam Dinh and Lang Son. Hilton is ready to take on this growth opportunity having just opened 14 Tru by Hilton hotels across both popular and up-and-coming cities in Vietnam. In an interview with Travel Daily Media, Jenny Milos, Vice President, Brand Management, Suites & Focused Service, Asia Pacific, Hilton shares more…
1) Travel Daily Media (TDM): Hilton has just launched Tru by Hilton in Asia Pacific, marking a significant milestone with 14 hotels launching across Vietnam in partnership with ROX Group. Can you tell us a bit more about the brand?
Jenny Milos (JM): Tru by Hilton is Hilton’s game-changing midscale brand, created for modern travellers who are young at heart and have a zest for life. It offers a fresh take on affordable hospitality, blending vibrant playful design, functional comfort, and social energy.
Tru by Hilton has become the fastest brand launch in industry history, launching at record-breaking speed with its first hotel in Oklahoma opening just 16 months after the brand was launched in 2016. Since then, the brand has seen rapid growth and momentum, boasting more than 300 hotels globally. In partnership with ROX Group, Tru by Hilton debuted in Asia Pacific in May 2025 with 14 hotels across Vietnam.
Tru by Hilton stands out with its signature open-concept lobby and social spaces, thoughtfully designed guest rooms, and smart, approachable amenities. Guests can enjoy a customisable “Top It” breakfast bar featuring local delights such as dumplings, a 24/7 Eat. & Sip. market offering local snacks, drinks, and herbal-infused water, as well as inviting social spaces for games and gatherings – all while featuring locally inspired design details that reflect the character of each destination.
Whether travelling for business or leisure, especially in a fast-growing travel market like Vietnam, guests can count on a consistent, practical and high value stay experience that feels upbeat, modern, and welcoming.
As the brand continues to grow, it’s also evolving to meet the changing needs of today’s travelers, building on its reputation for reliability, affordability and spirited hospitality.
Tru by Hilton Hanoi
2) TDM: Vietnam due to its popularity is slowly becoming a competitive market for hotels. What is your analysis of the hospitality market in Vietnam?
JM: Vietnam is emerging as one of Asia’s most exciting and competitive hospitality markets. In early 2025 alone, international arrivals rose by 30%, reflecting a strong rebound in travel and growing demand from both international visitors and a rising domestic middle class. This is supported by improvements in infrastructure, increased air connectivity, and a shift toward value-led, experience-focused travel.
The country’s hospitality sector is projected to grow from USD 11.29 billion today to over USD 20.7 billion by 2033, with a CAGR of nearly 14%. As a result, competition is intensifying not just in major hubs like Hanoi, Ho Chi Minh City, and Da Nang, but also in emerging tourism hotspots such as Nam Dinh and Lang Son.
At Hilton, we see this as a tremendous growth opportunity. The launch of Tru by Hilton reflects our belief in Vietnam’s long-term growth potential. With 14 hotels across both popular and up-and-coming cities, Tru by Hilton is perfectly positioned to meet today’s travellers who value flexibility and personality, offering a design-forward, energetic, and affordable experience in every location.
Tru by Hilton Ha Long Hon Gai Centre
3) TDM: What Insights can you share on shifting traveller preferences in the region, especially among Gen Z and millennial travellers in Vietnam?
JM: We’re seeing a clear shift among younger travellers in Vietnam and the wider region. Gen Z and millennials are seeking more than just a place to stay, prioritising authenticity, convenience, and meaningful experiences. They prefer accommodations that are social, connected and flexible, with spaces that support both productivity and relaxation. Affordability remains a key factor, but without the sacrifice of quality or comfort.
In Vietnam, younger travellers are also exploring beyond the major cities and tourist routes, showing interest in destinations that offer local experiences, cultural immersion, and a sense of discovery. They are drawn to properties that reflect the spirit of the local community, offer smart amenities, and provide meaningful touchpoints.
This is exactly the gap that Tru by Hilton is designed to fill. With its vibrant interiors, flexible yet functional spaces, and unique offerings like the “Top It” breakfast bar and Eat. & Sip. market, the brand delivers an experience that resonates with today’s travellers. It’s approachable, playful, and well-aligned with the values of upcoming generations.
Tru by Hilton Hanoi Station, King Room
4) TDM: Going forward, what will your marketing strategy be for the Tru by Hilton brand in Vietnam? Which channel are you expecting the maximum bookings to come from?
JM: We will continue to focus on driving awareness, building brand affinity, and highlighting the distinct value proposition of Tru by Hilton, by taking a locally relevant and genuine approach that showcases the energy, design, and guest experience of the brand.
Digital platforms will continue to play a central role, particularly as Gen Z and millennial travellers are highly engaged online. We’re also leveraging Hilton’s global distribution ecosystem, including the Hilton Honors loyalty program with more than 226 million members globally, to attract both domestic travellers and international guests planning multi-city itineraries across Vietnam.
We expect the majority of the bookings to come through direct channels due to seamless features and flexible payment options. As we introduce Tru by Hilton to new markets, OTAs and regional travel platforms will also enable us to reach out to more travellers. Ultimately, the goal is to meet travellers where they are and deliver on what today’s guests truly value.
Tru by Hilton Hanoi Station, Twin Room
5) TDM: What are the trends in hospitality that you are seeing across Vietnam? Which main source markets are you looking at? Since Vietnam is well known for its cuisine and hospitality, what extra will your hotels be doing to gain a share of the growing tourist market in Vietnam?
JM: Vietnam’s hospitality landscape is seeing a shift towards more purposeful and personalised travel. Today’s guests are seeking hotels that reflect the unique character of their destinations, offering authentic local touches and thoughtful conveniences. There has been a noticeable shift away from one-size-fits-all hospitality, and travellers today want to feel a sense of place and connection, whether they’re on a business trip or a leisure getaway.
We’re also seeing rising interest in less traditional tourism markets. Cities like Lang Son, Lao Cai and Nam Dinh are attracting both domestic travellers and regional visitors who want to discover a more local side of Vietnam, and explore a deeper side of cuisine aside from the more popular pho and banh mi. Our Tru by Hilton properties are strategically located in many of these up-and-coming destinations to meet that demand.
From a source market perspective, domestic travel continues to be a key driver of growth, especially among Vietnam’s younger generation. Regionally, we are focused on attracting travellers from nearby markets such as South Korea, Japan, and China, as well as longer haul destinations like Australia and the United States.
To stand out in a country already known for its welcoming hospitality and food culture, Tru by Hilton is tapping into local sensibilities. Rather than replicate what’s already familiar, our approach is to complement the local scene with something distinct.
Every property has a Tru-ly Local Wall, carrying insider tips and local insights that connect guests with the surrounding neighborhood. These are recommendations from our very own Team Members, who – with their familiarity of the area – are likely to point you to an undiscovered gem rather than an overrated attraction. It’s a valuable resource for guests seeking an authentic local experience.
Another key feature at every hotel is a custom mural wall, designed to reflect the spirit of their destination and local community. Prominently displayed within the functional lobby, where guests can work or engage in a traditional boardgame of Ô ăn quan, they serve as the perfect backdrop for shareable travel moments.
We also mentioned the 24/7 Eat. & Sip. market, which features locally sourced snacks and flavours, and a Top-It breakfast bar, giving guests a quintessential taste of their destination without having to step out.
These thoughtful offerings allow us to create an experience that’s approachable, engaging, and truly reflective of modern Vietnam.
