Vietnam's leading developer Sun Group, Accor elevate strategic partnership

Sun Group and Accor have signed an agreement to elevate their decade-long strategic partnership, adding nearly 6,000 premium hotel rooms and serviced apartments across Phu Quoc island and Danang city to their cooperation portfolio.

The 6,000 units span virtually every segment from mid-scale to luxury, and from traditional hospitality to lifestyle brands.

The signing took place on Tuesday in the presence of Sébastien Bazin, chairman and CEO of Accor - "a signal of the group's commitment to partnering with Sun Group in shaping new standards of hospitality and lifestyle, and a testament to Vietnam's growing appeal as a world-class destination," Sun Group wrote in a release.

Under the agreement, Accor will operate a diverse portfolio of brands across multiple segments and formats, SO/, MGallery, Grand Mercure, TRIBE, and ibis Styles at the Bai Dat Do mixed-use urban development and Hon Thom island in Phu Quoc; and Sofitel, Swissôtel and MGallery at the DIFF Fireworks Festival & Commercial Complex and atop Ba Na Hills in Danang.

Notably, Sofitel, Swissôtel, TRIBE and SO/ will make their Vietnamese debuts through this partnership, enriching Sun Group's premium resort real estate portfolio and catering to the evolving tastes of both travelers and investors.

Speaking at the signing ceremony, Sébastien Bazin underscored the shared ambition of both partners to shape the long-term trajectory of Vietnam's tourism industry. “We remain focused on expanding our network in destinations that offer travellers more meaningful ways to connect with the culture and natural beauty of the country,” he said.

Accor is one of the world's leading hospitality groups, with more than 5,800 hotels and resorts across 110+ countries. Vietnam is currently Accor's third-largest market in Asia, with 45 properties nationwide.

With over 110 million loyalty members worldwide, the partnership is also expected to channel a steady stream of high-value international guests to Vietnam's key destinations.

The projects in Phu Quoc will serve as critical pieces in Sun Group's world-class resort, entertainment, and infrastructure ecosystem on the island. Bai Dat Do is envisioned as a beachfront "hotel city" adjacent to Sunset Town, while Hon Thom continues to be developed as an internationally scaled resort and entertainment destination, home to Rixos Phu Quoc Resort, Southeast Asia's first all-inclusive luxury resort under the Accor & Ennismore umbrella, slated to open in Q4 this year.

In parallel, Sun Group is accelerating infrastructure investment on the island through the launch of Sun PhuQuoc Airways with Phu Quoc as its hub and a partnership with Changi Airports International to develop a "destination airport" model at Phu Quoc International Airport.

The synergy with Accor's portfolio is expected to complete the island's international guest ecosystem, strengthen its capacity to host MICE events and large-scale gatherings, and position Phu Quoc for APEC 2027.

In Danang, the presence of Accor at the DIFF Fireworks Festival & Commercial Complex will help define a new hospitality benchmark, one woven into the experience of Vietnam's most celebrated international fireworks festival, set against a world-class stage and a vibrant retail and entertainment precinct that comes alive around the clock.

The Accor experience extends further up to Ba Na Hills, completing a premium resort-meets-entertainment journey for visitors to the city on the Han River.

This milestone reaffirms Sun Group's pioneering role spanning nearly two decades in bringing the world's leading international hotel brands to Vietnam, raising the country's hospitality standards, diversifying the guest experience, and strengthening Vietnam's competitiveness as a global tourism destination.