Sun Group and global hospitality major Accor have signed an agreement to elevate their long-standing strategic partnership. The deal covers the addition of nearly 6,000 high-end hotel rooms and serviced apartments across diverse market segments. These new properties will span from traditional to lifestyle models, concentrated in the key tourist destinations of Phu Quoc and Da Nang. The official signing ceremony took place in the presence of Sébastien Bazin, Chairman and CEO of Accor Global.

Under the new terms, Accor will manage a wide array of brands across multiple operating models. In Phu Quoc, the group will deploy the SO/, MGallery, Grand Mercure, TRIBE, and ibis Styles brands within the Bai Dat Do and Hon Thom mixed-use urban areas. Meanwhile, the Sofitel, Swissôtel, and MGallery brands will establish a presence at the Da Nang International Fireworks Festival and Commercial Complex, as well as on Ba Na Hills. Notably, the Sofitel, Swissôtel, TRIBE, and SO/ brands will be making their official debut in the Vietnamese market.

Sébastien Bazin shared his perspective on the long-term vision during the event: “We continue to focus on expanding our network at destinations that can offer visitors more meaningful ways to connect with the country’s culture and natural beauty.”

Accor operates more than 5,800 hotels and resorts across over 110 countries, and Vietnam stands as its third largest market in Asia with 45 operational properties. The partnership aims to leverage Accor’s base of over 110 million loyal customers globally to attract a steady influx of high-quality international travellers to Vietnam.

In Phu Quoc, these new projects will integrate into Sun Group’s existing hospitality and infrastructure network. Bai Dat Do is set to become a coastal hotel city, while Hon Thom continues its path toward becoming an international resort hub. Hon Thom will feature the Rixos Phu Quoc Resort, which is the first luxury all-inclusive resort in Southeast Asia by Accor and Ennismore, scheduled to open in the final quarter of this year.

Sun Group is simultaneously upgrading regional transport links by launching Sun PhuQuoc Airways and partnering with Changi Airports International to upgrade Phu Quoc International Airport. This combined infrastructure push aims to prepare the region for large-scale corporate events and the upcoming APEC 2027 Conference. In Da Nang, the new Accor properties will anchor accommodation around a day-and-night commercial complex and the international fireworks festival stage. This expansion marks another step in Sun Group’s twenty-year history of bringing global hotel operators to Vietnam.