Hilton has expanded its lifestyle portfolio in Southeast Asia with the debut of the Tapestry Collection in Vietnam. The new NHAAN Resort & Spa Hoi An, a 174-key riverside property in the UNESCO-listed town, marks the brand's entry into the country and adds a distinctly local, design-led option for travellers seeking cultural immersion.
The resort was designed by renowned Vietnamese architect Vo Trong Nghia, whose practice is known for integrating greenery and natural materials into contemporary structures. The property's biophilic architecture uses locally sourced materials, echoing the region's craft traditions and creating a seamless connection between indoor spaces and the surrounding waterways of Cam Thanh.
Experiential programming and wellness
NHAAN Resort & Spa Hoi An positions itself as a base for exploring Hoi An's heritage. Guests can join curated activities including pottery-throwing, traditional woodcarving, and lantern-making workshops, as well as guided bicycle tours through the countryside. The rooftop eforea spa & health club offers panoramic views over the Cam Thanh waterways, complementing the resort's focus on relaxation and wellbeing.
Dining venues across the property highlight Central Vietnam's culinary identity, with four restaurants and bars drawing on regional flavours and cultural narratives. The food and beverage programme is designed to appeal to both international travellers and domestic visitors looking for an authentic taste of the area.
The opening is part of Hilton's broader strategy to grow its lifestyle brands across Asia-Pacific. Earlier this year, the group added three lifestyle hotels in Thailand and the Maldives, and the company continues to expand its Tapestry Collection globally. The new Hoi An property also aligns with Hilton's push into secondary Vietnamese destinations, following Ascott's recent nine-property signing in the country, which signals rising investor confidence in Vietnam's hospitality market.
Hoi An has become a magnet for experiential travel, and the resort's opening comes at a time when the destination is attracting increased attention from both leisure and MICE segments. The property's meeting and event spaces, combined with its cultural programming, could appeal to corporate groups seeking a distinctive venue. However, the broader Vietnamese tourism market has faced scrutiny over certain budget tour practices, as highlighted by recent reports on shopping traps in budget tours, underscoring the importance of quality-focused offerings like this one.
Industry observers note that Hilton's move into the Tapestry Collection segment in Vietnam reflects a wider trend among major hotel groups to diversify their portfolios with soft-brand and lifestyle properties. These brands allow owners to retain independent character while benefiting from global distribution and loyalty programmes. For travel advisors, the new resort offers a fresh option for clients seeking a blend of luxury and local authenticity in one of Vietnam's most picturesque settings.
The property is expected to strengthen Hilton's presence in Vietnam, where the group already operates several hotels under its core brands. With the country's international arrivals recovering steadily, the timing of the opening positions Hilton to capture demand from both leisure travellers and those attending events in the region.
For agents and tour operators, NHAAN Resort & Spa Hoi An represents a new product that can be bundled with cultural tours or standalone stays. Its location on the river, combined with the rooftop spa and craft workshops, offers a differentiated experience that could appeal to the luxury and experiential travel segments. As Hilton continues to roll out Tapestry Collection properties across Asia, this debut in Vietnam signals the brand's commitment to offering locally inspired stays in key destinations.
