Accor and Sun Group Strengthen Strategic Partnership | News
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.
Duncan O’Rourke, Chief Executive Officer, Premium, Midscale & Economy Division for Middle East, Africa & Asia Pacific, Accor said: “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.”
Dang Minh Truong, Chairman of the Board of Directors, Sun Group, commented: “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.”
The first phase of the portfolio include:
1. Bana Hills Hotel Danang – MGallery Collection – 250 keys
2. Ruby Beach Hotel – MGallery Collection – 180 keys
3. SO/ Phu Quoc Ruby Beach – 300 keys
4. Grand Mercure Phu Quoc Ruby Beach – 250 keys 5. TRIBE Hon Thom Phu Quoc – 321 keys
6. 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.
