Accor and Sun Group Strengthen Strategic Partnership to Shape Landmark Hospitality Experiences Across Vietnam
Accor and Sun Group signed a portfolio deal to develop 5,300+ keys across Vietnam over five years, introducing brands including SO/, Sofitel Serviced Residences, Swissôtel Living, and TRIBE for the first time in the market.
Above: The signing ceremony was attended by senior leaders from Accor and Sun Group. Seated front, left to right: Dang Minh Truong, Chairman of the Board of Directors, Sun Group; and Sébastien Bazin, Chairman and Chief Executive Officer, Accor. — Photo by Accor
HANOI - Accor, a global hospitality leader, and Sun Group, one of Vietnam’s leading real estate and tourism developers, have strengthened their long-standing partnership with the signing of a strategic portfolio deal that will see the development of more than 5,300 keys in the next five years.
Located in key destinations, including Phu Quoc and Danang, the new properties include hotels, resorts and serviced residences. Several Accor brands will also be introduced to the Vietnam market for the very first time including Sofitel Serviced Residences, Swissôtel Living and TRIBE as well as Ennismore’s fashion-rooted lifestyle brand SO/. The expanded partnership will also further strengthen the presence of established brands such as MGallery, Grand Mercure and ibis Styles.
This strategic development marks the next chapter in the relationship between Accor and Sun Group, two partners with a shared ambition to elevate Vietnam’s tourism offer through distinctive destinations, internationally recognised brands and hospitality experiences that reflect the character of each location.
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. Our focus is on strategic expansion, bringing the right brands to the right locations to offer travellers deeper, more authentic connections with 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.
Duncan O’Rourke, Chief Executive Officer, Premium, Midscale & Economy Division for Middle East, Africa & Asia Pacific, Accor
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. This landmark agreement with Accor marks an important step in that journey. By bringing Accor’s diverse hospitality ecosystems and new experiences to Vietnam, we are not only elevating hospitality standards but also enhancing the attractiveness and competitiveness of our destinations, generating economic opportunities, and contributing to the sustainable growth of Vietnam's tourism industry.
Dang Minh Truong, Chairman of the Board of Directors, Sun Group
The first phase of the portfolio include:
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 5. TRIBE Hon Thom Phu Quoc - 321 keys
ibis Styles Hon Thom Phu Quoc - 588 keys
The signing comes as Vietnam continues to strengthen its position as one of Asia's most compelling tourism markets. Strong domestic travel demand, growing international visitation, and a rising appetite for leisure destinations are reshaping the country's hospitality landscape. With 45 hotels, Vietnam is Accor's third-largest market in Asia (excluding India and Greater China), and the addition of this portfolio will further reinforce its market leadership while expanding its presence across all segments.
About Accor, a world-leading hospitality group
Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,600 hotels and resorts, 10,000 bars & restaurants, wellness facilities and flexible workspaces. The Group has one of the industry's most diverse hospitality ecosystems, encompassing around 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. ALL, the booking platform and loyalty program embodies the Accor promise during and beyond the hotel stay and gives its members access to unique experiences. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Accor's mission is reflected in the Group's purpose: Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care. Founded in 1967, Accor SA is headquartered in France. Included in the CAC 40 index, the Group is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.
About Sun Group
One of Vietnam's leading integrated hospitality, entertainment, infrastructure and real estate companies, Sun Group was launched in 2007 and has built up an impressive nationwide portfolio of projects that have left a timeless imprint across the country. From internationally branded hotels and resorts in partnership with the world's leading operators, such as Marriott, IHG and Accor, to entertainment complexes, international airports, cruise ports, wellness retreats, golf courses and more, this innovative company is successfully putting Vietnam on the global tourism map. Sun Group collaborates with leading architects and designers such as Bill Bensley, who share its commitment to sustainable development. Learn more at sungroup.com.vn/en.