Accor and Sun Group are taking their long-standing partnership to a new level with a strategic portfolio agreement that will see more than 5,300 hotel and serviced residence keys developed across Vietnam over the next five years.
The agreement brings together two companies with a shared ambition to elevate Vietnam’s tourism offering through distinctive destinations, internationally recognised hospitality brands and experiences tailored to the character of each location. The new portfolio will span key destinations including Phu Quoc and Danang, with hotels, resorts and serviced residences planned across several major developments.
Perhaps most significantly for Vietnam’s hospitality landscape, the agreement will introduce several Accor brands to the country for the first time. These include Sofitel Serviced Residences, Swissôtel Living, TRIBE and SO/, the fashion-led lifestyle brand from Ennismore. The partnership will also expand the presence of established brands including MGallery, Grand Mercure and ibis Styles.
A new chapter for a long-standing partnership
The agreement marks another significant chapter in the relationship between Accor and Sun Group, which has already brought internationally recognised hospitality concepts to some of Vietnam’s most ambitious tourism destinations.
For Accor, Vietnam continues to be one of the group’s important growth markets in Asia. The company currently operates 45 hotels in Vietnam, making the country its third-largest market in Asia when excluding India and Greater China. The new portfolio will further broaden Accor’s presence across luxury, lifestyle and midscale segments.
Duncan O’Rourke, CEO of Accor’s Premium, Midscale & Economy division for Middle East, Africa and Asia Pacific, described Vietnam as a key growth engine for the region. He said the agreement reflects a strategy of bringing the right brands to the right locations, with the aim of creating deeper connections between travellers and Vietnam’s culture and natural landscapes.
Sun Group Chairman Dang Minh Truong similarly positioned the partnership as part of the company’s wider ambition to create world-class destinations that showcase Vietnam while strengthening the competitiveness of its tourism industry.
New Accor brands arrive in Vietnam
One of the most interesting aspects of the agreement is the variety of brands being introduced.
SO/ will bring Ennismore’s distinctive fashion and design-driven lifestyle concept to Vietnam, while TRIBE offers a more contemporary approach designed around social spaces, flexible accommodation and a strong sense of community.
Meanwhile, Sofitel Serviced Residences and Swissôtel Living will introduce extended-stay and serviced-residence concepts under two established international names.
Together, these additions reflect the changing nature of Vietnam’s tourism market, where travellers are increasingly looking beyond conventional hotel rooms for more flexible, experience-led forms of accommodation.
At the same time, MGallery, Grand Mercure and ibis Styles will expand their existing presence, giving Accor a broader range of brands across different destinations and traveller segments.
The first projects already taking shape
The first phase of the portfolio includes six announced properties across Danang and Phu Quoc.
At Ba Na Hills in Danang, the Ba Na Hills Hotel Danang – MGallery Collection is planned with 250 keys, adding another premium hospitality experience to Sun Group’s mountain destination.
Phu Quoc will receive a particularly strong concentration of new Accor properties. The first phase includes:
- 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
These properties alone represent a substantial expansion of Accor’s presence on the island, while the wider five-year portfolio will take the total development commitment beyond 5,300 keys.
Phu Quoc continues its transformation
The announcement comes at an important moment for Phu Quoc, which is undergoing one of the most ambitious tourism transformations in Southeast Asia.
Sun Group is developing major integrated destinations across the island, combining hospitality with entertainment, infrastructure and large-scale tourism attractions. Hon Thom, in particular, is emerging as a major resort and leisure destination, while the Ruby Beach area is being developed as part of a much larger southern Phu Quoc tourism ecosystem.
The Accor portfolio adds another layer to this transformation by introducing a broad collection of international brands rather than relying on a single hospitality concept.
The result is a destination where different types of travellers can potentially move between luxury resorts, lifestyle hotels, serviced residences and more accessible accommodation while remaining within the same broader tourism ecosystem.
Phu Quoc is also attracting significant investment from other global hospitality groups. Marriott International, for example, recently announced a 10-hotel agreement with Sun Group covering brands including W Hotels, Marriott Hotels, Westin, Le Méridien, Courtyard and Moxy.
A more diverse hospitality future for Vietnam
The Accor–Sun Group agreement is ultimately about more than adding thousands of hotel rooms.
Vietnam’s tourism industry is evolving rapidly, with destinations increasingly being developed around complete ecosystems rather than individual hotels. Accommodation is becoming closely integrated with entertainment, dining, retail, events, infrastructure and long-stay living.
That shift is particularly visible in destinations such as Phu Quoc and Danang, where large-scale developments are creating new reasons for international travellers to stay longer and return more frequently.
Accor’s diverse brand portfolio is well suited to this evolution. Luxury properties can sit alongside lifestyle concepts, serviced residences and midscale hotels, allowing an individual destination to appeal to a much broader spectrum of travellers.
For Sun Group, the partnership strengthens its ability to pair its large-scale destination developments with internationally recognised hospitality operators. For Accor, it provides a significant pipeline in one of Asia’s most dynamic tourism markets.
And for travellers, the most exciting part may simply be the choice.
From the design-led personality of SO/ and TRIBE to the refined character of MGallery, the established appeal of Grand Mercure and the extended-stay proposition of Sofitel Serviced Residences and Swissôtel Living, Vietnam is set to gain a considerably richer hospitality landscape over the next five years.
With more than 5,300 new keys in the pipeline, the next chapter of the Accor and Sun Group partnership could play a meaningful role in shaping how Vietnam’s emerging resort destinations are experienced by the world.Sun Group and Accor are deepening their strategic partnership after a decade of collaboration, unveiling plans to develop and operate nearly 6,000 hotel and serviced apartment rooms across Phu Quoc and Da Nang.
