Hilton now has almost as many hotels in its Vietnam pipeline as it has open. The group runs 24 hotels across five brands in the country and has 23 more signed, its largest pipeline in South-east Asia, Alexandra Murray, its head of South-east Asia, told Vietnam Investment Review this week. Most of the new rooms are in one place. A three-hotel cluster in Phu Quoc will add over 2,000 rooms between late 2027 and early 2028. For owners, the pipeline matters less as a headline than as a map of where Hilton’s rooms will compete with theirs.
Key facts
- Open: 24 hotels, five brands; Vietnam is Hilton’s third-largest market in South-east Asia
- Pipeline: 23 hotels, Hilton’s largest in the region
- Phu Quoc cluster: Conrad (200+ rooms), Hilton (900+), DoubleTree (nearly 900); late 2027 to early 2028
- Luxury debuts: Waldorf Astoria Hanoi (2028); LXR, 80 rooms, Dao Xanh island, Da Nang (2028)
- Mid-market: Tru by Hilton in 14 cities
- Recent openings: NHAAN Resort & Spa Hoi An (174 rooms, Tapestry Collection, August 2026) and Hilton Quang Hanh Onsen Resort
Where the rooms go
| Segment | What Hilton is adding | Where |
|---|---|---|
| Luxury | Waldorf Astoria, LXR, Conrad | Hanoi, Da Nang, Phu Quoc |
| Upper upscale and upscale | Hilton, DoubleTree | Phu Quoc |
| Lifestyle and soft brand | Tapestry Collection | Hoi An |
| Mid-market | Tru by Hilton | 14 cities, from Hanoi and Ha Long to Nam Dinh |
The Phu Quoc cluster is the big number. Over 2,000 rooms in one precinct, mostly in large Hilton and DoubleTree hotels, is roughly the size of several typical city hotels opening at once. It is part of the event zone being built for the APEC leaders’ meeting in 2027. Hilton’s wider partnership with Sun Group, which includes Conrad, LXR and DoubleTree hotels, will add nearly 1,800 rooms across five properties, according to Hilton.
Why it matters
Phu Quoc is already the main destination for new supply in Vietnam. Sun Group is adding Marriott and other brands for APEC, as we covered in Sun Group’s Marriott deal. The risk comes after the summit. When the leaders leave, those rooms need a steady flow of groups, families and events, which we looked at in Phu Quoc’s supply after APEC.
Tru by Hilton tells a different story. A mid-market brand in 14 cities puts an international loyalty programme into provincial towns where local three-star hotels have had the market to themselves. Minor Hotels is following a similar city-led plan, as we reported in Minor’s Vietnam strategy.
Hilton’s survey of regional travellers adds one useful point. Value and location lead, but almost half of respondents also want good dining and family facilities. That favours hotels with real F&B and family rooms over room-only products.
What it means for you
1. Phu Quoc owners: plan for 2028, not 2027
APEC will fill the island for a short time. The test is the year after, when over 2,000 Hilton rooms and other new hotels look for business. Lock in tour operator and MICE contracts now.
2. Provincial hotel owners: Tru is your new competitor
A branded mid-market hotel with loyalty points and online reach changes the market in a smaller city. Compete on location, service and price, and get your online reviews in order.
3. Owners choosing a brand: the soft brand is an option
NHAAN in Hoi An joined Hilton under Tapestry Collection, which keeps the hotel’s own name. Owners of independent resorts can get distribution without losing their identity.
4. Luxury owners in Hanoi and Da Nang: 2028 brings two new names
Waldorf Astoria and LXR will both arrive in 2028. Use the next two years to refresh and build direct business.
FAQ
How many hotels does Hilton have in Vietnam?
24 operating hotels across five brands, with 23 more in its development pipeline, according to Hilton.
What is Hilton building in Phu Quoc?
A cluster of three hotels, Conrad Phu Quoc (over 200 rooms), Hilton Phu Quoc (over 900) and DoubleTree by Hilton Phu Quoc (nearly 900), opening from late 2027 to early 2028.
When will Waldorf Astoria Hanoi open?
Hilton says 2028. It will be the Waldorf Astoria brand’s first hotel in Vietnam.
What is Tru by Hilton?
A mid-market Hilton brand. Vietnam was its first market in Asia-Pacific, and it now operates in 14 Vietnamese cities.
What was Hilton’s latest opening in Vietnam?
NHAAN Resort & Spa Hoi An, a 174-room Tapestry Collection by Hilton resort, opened in August 2026. Our October openings roundup lists the latest openings across all brands.
