Strategic portfolio deal will introduce new Accor brands to Vietnam while strengthening the country’s luxury, lifestyle and resort hospitality landscape
Accor and Sun Group are expanding their long-standing partnership with a major portfolio agreement that will add more than 5,300 hotel and serviced residence keys across Vietnam over the next five years. The strategic development will introduce several Accor brands to the Vietnamese market for the first time while reinforcing the country’s position as one of Asia’s fastest-growing tourism destinations.
At a Glance
- Accor and Sun Group sign strategic portfolio agreement covering 5,300+ keys
- New developments will be located in destinations including Phu Quoc and Danang
- New-to-market Accor brands include Sofitel Serviced Residences, Swissôtel Living, TRIBE and SO/
- Existing brands including MGallery, Grand Mercure and ibis Styles will also expand
- First phase includes seven properties across Danang and Phu Quoc
Accor and Sun Group Strengthen Vietnam Hospitality Expansion
The expanded partnership builds on the shared ambition of Accor and Sun Group to create distinctive hospitality experiences that reflect Vietnam’s diverse destinations, natural landscapes and cultural identity.
The upcoming portfolio will include hotels, resorts and serviced residences in key leisure markets, particularly Phu Quoc and Danang, two destinations that continue to attract growing international interest.
Several Accor brands will make their Vietnam debut through the partnership, including Sofitel Serviced Residences, Swissôtel Living and TRIBE. Meanwhile, Ennismore’s fashion-inspired lifestyle brand SO/ will also enter the market, adding a new luxury lifestyle offering for travellers.
At the same time, the agreement will further expand the presence of established brands such as MGallery, Grand Mercure and ibis Styles across Vietnam.
New Accor Brands Set to Enter Vietnam
Duncan O’Rourke, Chief Executive Officer, Premium, Midscale & Economy Division for Middle East, Africa & Asia Pacific at Accor, said the partnership reflects Vietnam’s growing importance within the region’s tourism sector.
“Vietnam’s rapid evolution makes it a key growth engine for our region, and this milestone agreement with Sun Group highlights the strength of our joint development ambitions,” said O’Rourke.
He added that Accor’s strategy focuses on bringing the right brands to the right locations while creating more authentic connections between travellers and Vietnam’s culture and natural beauty.
“By introducing a highly curated mix of luxury, lifestyle, and midscale concepts, we are not only expanding Accor’s footprint but actively supporting Vietnam’s journey as a world-class tourism hub,” he said.
Sun Group Continues Push to Create World-Class Destinations
For Sun Group, the agreement represents another step in its strategy to develop internationally recognised destinations while promoting Vietnam’s tourism potential.
Dang Minh Truong, Chairman of the Board of Directors, Sun Group, said the partnership would help elevate hospitality standards and strengthen the competitiveness of Vietnam’s tourism destinations.
“Sun Group has been committed to creating world-class destinations that celebrate Vietnam’s identity and unlock the tourism potential of remarkable places across the country,” Truong said.
He added that the collaboration with Accor would bring new hospitality ecosystems and experiences to Vietnam while contributing to economic opportunities and sustainable tourism growth.
First Phase Includes Seven New Properties
The first phase of the portfolio development includes seven properties across Danang and Phu Quoc:
- Bana Hills Hotel Danang – MGallery Collection: 250 keys
- Ruby Beach Hotel – MGallery Collection: 180 keys
- SO/ Phu Quoc Ruby Beach: 300 keys
- Grand Mercure Phu Quoc Ruby Beach: 250 keys
- TRIBE Hon Thom Phu Quoc: 321 keys
- ibis Styles Hon Thom Phu Quoc: 588 keys
The developments will strengthen Accor’s multi-brand presence across Vietnam’s resort destinations, offering travellers a wider range of accommodation choices from luxury and lifestyle hotels to midscale properties and serviced residences.
Vietnam Emerges as a Key Growth Market for Accor
The agreement comes as Vietnam continues to strengthen its position as one of Asia’s most attractive tourism markets.
Rising international arrivals, strong domestic travel demand and increasing interest in leisure destinations are transforming the country’s hospitality landscape. As travellers seek more diverse experiences, destinations such as Phu Quoc and Danang are becoming increasingly important hubs for resort and lifestyle tourism.
With 45 hotels currently operating in Vietnam, Accor identifies the country as its third-largest market in Asia, excluding India and Greater China.
The addition of this new portfolio will further strengthen Accor’s market leadership while expanding its presence across luxury, premium, lifestyle and economy segments.
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