Sun Group and Singaporean serviced apartment operator The Ascott Limited have signed a strategic partnership agreement to deliver 1,700 premium accommodation rooms to Ho Chi Minh City and Phu Quoc. The venture intends to boost the international profile of both destinations by introducing tailored international accommodation options.

Under the terms of the agreement, The Ascott Limited will deploy four of its accommodation brands in Vietnam. The ultra-luxury Crest Collection will establish its presence in Ho Chi Minh City, targeting travelers focused on local history and art. The remaining three brands, namely Ascott, lyf and HARRIS, will launch within the Nui Ong Quan Eco-tourism Mixed-Use Urban Area in Hoang Hon Town, Phu Quoc. The arrival of lyf and HARRIS represents the official entry of both brands into the Vietnamese hospitality sector.

The development on Ong Quan Mountain positions the three hotel blocks at an elevated natural vantage point, providing 360-degree views of the coastline. Guests will have direct sightlines to the local Kiss Bridge landmark and nightly fireworks displays. The properties also link straight into the broader entertainment infrastructure developed by Sun Group, which includes a three-wire cable car system, theme parks and the Sun Bavaria GastroPub.

To support the hospitality expansion, Sun Group plans to launch a direct, full-service flight between Singapore and Phu Quoc through Sun PhuQuoc Airways on 25 July. The combined rollout of dedicated aviation links and established international hotel brands intends to draw high-spending international visitors to the region.

The Ascott Limited currently manages over 1,000 properties across 230 cities globally. Speaking at the formal signing event, Mr. David Cumming – General Manager for Indochina, The Ascott Limited, highly appreciated the expansion of the strategic partnership with Sun Group. “ We are committed to providing unique accommodation experiences that meet the increasingly diverse needs of global travelers, while contributing to raising the quality of accommodation services and increasing the attractiveness of Vietnamese tourism internationally,” he emphasized.

The commercial strategy focuses heavily on accommodating extended stays, with the Ascott brand specifically catering to corporate professionals via its premium serviced apartment model. Conversely, the younger lyf brand focuses on a community-centric social living layout, whilst HARRIS targets the mass international lifestyle segment.

Ms. Nguyen Vu Quynh Anh, Deputy General Director of Sun Group and General Director of the Group’s Leisure and Resort Division (SHE), stated: “ Ho Chi Minh City and Phu Quoc represent two important growth drivers of Vietnamese tourism: a dynamic international economic and trade center and a resort destination rising on the global map . Collaborating with The Ascott Limited across its extensive brand portfolio demonstrates Sun Group’s desire to enhance its capacity to welcome high-quality international guests, especially those staying for extended periods, thereby increasing the competitiveness of Vietnamese tourism .”