What SOJO Hotels does

SOJO Hotels is a private Vietnamese hotel management and operating company headquartered at the 21st floor of ROX Tower on Nguyen Chi Thanh Street in Hanoi, Vietnam. Founded in 2018 with approximately 24 employees, the company runs a dual-brand hotel portfolio: (1) Tru by Hilton properties operated under a franchise/licensing agreement with Hilton, granting access to Hilton's global brand, reservation system, and Hilton Honors loyalty program, and (2) independently branded SOJO by ROX hotels that are managed directly. The company serves individual business and leisure travelers seeking accommodation in Vietnam and is operationally branded as 'SOJO by ROX,' suggesting an affiliation with a broader ROX entity that is not formally disclosed in the available source material.

The company's go-to-market operates through two parallel distribution channels: a direct-booking channel via its own website (sojohotels.com) and the Hilton global reservation network for its Tru by Hilton franchise properties. Marketing is conducted through the company website, Facebook, and LinkedIn. Pricing is not publicly disclosed, and revenue figures, funding history, property counts, and ownership structure are not available in the public source material.

SOJO's core operating technology stack is not disclosed; the firm presents no API, SDK, mobile app, patents, AI/ML capabilities, or proprietary technology features. The competitive advantage rests almost entirely on the Hilton franchise relationship, which provides international brand recognition and a global distribution channel that an independent Vietnamese hotelier of this size would be unable to replicate independently. Beyond the Hilton partnership, the company has no disclosed strategic partnerships, no awards, no certifications, and no public M&A, leadership, or fundraising activity.

Name

SOJO Hotels

Legal name

SOJO Hotels

Website

https://sojohotels.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

SOJO Hotels is a private Vietnamese hotel operator, founded in 2018 and headquartered in Hanoi, that runs a dual-brand portfolio of Tru by Hilton franchise properties and independent SOJO by ROX hotels serving business and leisure travelers in Vietnam.

Ownership category

akta.pro rank

Product category

Hotel Accommodation Services

NAICS

Hotels (except Casino Hotels) and Motels (721110)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Value Inn / No-Frills Hotels (THAGABAL)

Keywords

• Hotel management services
• Hospitality operations
• Hotel franchising
• Accommodation services
• Hotel brand portfolio

Headquarters

HQ city

Hanoi

HQ country

Vietnam

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Distribution channels1 record

Marketing channels3 records

Core offering

SOJO Hotels is a Vietnam-based hotel management and operations company that runs a dual-brand portfolio of hotels in Vietnam. It operates Tru by Hilton properties under a franchise agreement with Hilton and independently branded hotels under the SOJO by ROX name, offering accommodation services primarily to individual business and leisure travelers from its Hanoi headquarters.

Product overview

SOJO Hotels operates a dual-brand hotel portfolio: (1) Tru by Hilton properties operated under franchise agreement with Hilton, and (2) Other projects featuring independently branded SOJO by ROX hotels. The company manages hotel operations across Vietnam from its Hanoi headquarters.

Differentiator

Problem solved

Functional benefit

Brands

• Tru by Hilton: Hilton franchise properties operated under the SOJO Hotels brand

Products and services

• Tru by Hilton (a SOJO Hotel) A hotel brand operated under franchise/licensing agreement with Hilton, managed as part of the SOJO Hotels portfolio. Properties feature Hilton's Tru by Hilton brand standards and provide international-standard accommodation for business and leisure travelers in Vietnam.
• SOJO by ROX Hotels (Other Projects) Independently branded hotel properties operated under the SOJO by ROX name, distinct from the Tru by Hilton franchise properties. These hotels serve business and leisure travelers seeking accommodation in Vietnam under the company's own brand identity.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• HiltoncoreChannel Partner/ Reseller/ DistributorSOJO Hotels operates Tru by Hilton properties as a franchisee/partner of Hilton. This partnership provides access to Hilton's global brand, reservation system, loyalty program (Hilton Honors), and operational standards.

Recent moves4 records

Expansion highlights4 records

Direct peers

• Saigontourist Group: State-linked Vietnamese hospitality group operating hotels, resorts, and travel services across Vietnam. Directly comparable as a Vietnam-based hotel owner/operator competing in similar urban and resort submarkets.
• Mường Thanh Hospitality: Vietnam's largest domestic hotel chain with a broad multi-tier portfolio across Vietnam. Directly comparable to SOJO as a Vietnam-headquartered hotel operator competing for both business and leisure travelers in the same geography.
• Fusion Hotel Group: Vietnam-headquartered boutique hotel and resort management company. Comparable as a Vietnam-rooted operator running a multi-property portfolio with both branded and independent concepts, similar to SOJO's dual-brand approach.

Broad incumbents

• Wyndham Hotels & Resorts: Global franchisor with an extensive mid-scale and economy footprint in Southeast Asia. Comparable to the franchise-driven arm of SOJO's Tru by Hilton business, both reliant on third-party owners/franchisees and brand-driven distribution.
• Vinpearl (Vingroup): Hospitality arm of Vietnam's largest private conglomerate, operating large-scale resort and city hotels nationwide. Comparable as a dominant Vietnam-based hotel operator, though at materially larger scale and broader scope than SOJO.
• Accor: Global hotel operator with a large multi-brand footprint in Vietnam spanning economy to luxury tiers. Comparable as a franchise/management partner model competitor whose Vietnam expansion overlaps with SOJO's market.
• Meliá Hotels International: Spanish hotel group operating branded properties in Vietnam and across Southeast Asia. Comparable as an international brand operator whose Vietnamese properties compete with SOJO's Tru by Hilton inventory for inbound and business travelers.
• Hyatt Hotels Corporation: Global hotel operator with select-service and luxury brands (including competitor offerings like Hyatt Place/Hyatt House) expanding across Vietnam. Comparable as a multi-brand international franchise competitor targeting similar traveler segments.

Regional players

• Lotte Hotels & Resorts: Korean hotel group with operating properties in Vietnam (including Hanoi). Comparable as an international-affiliated operator competing in Vietnam's urban hotel market alongside SOJO's Tru by Hilton sites.

Emerging players

• Best Western Hotels & Resorts: International hotel franchise group growing its mid-scale presence in Southeast Asia through soft-brand conversions. Comparable as a franchisor competing for the same franchisee pool and select-service site conversions in Vietnam.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/SOJOHotels
• LinkedInlinkedin.com/company/sojohotels

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SOJO Hotels