Accor and Sun Group Strengthen Strategic Partnership to Shape Landmark Hospitality Experiences Across Vietnam

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.

Partnership Overview
- Date: July 10, 2026
- Scope: Development of over 5,300 keys (hotel rooms, resorts, serviced residences) across Vietnam in the next five years.
- Key Destinations: Phu Quoc, Danang, and other major tourism hubs.
- New Brands in Vietnam: Sofitel Serviced Residences, Swissôtel Living, TRIBE, and Ennismore’s lifestyle brand SO/.
- Strengthened Existing Brands: MGallery, Grand Mercure, ibis Styles.

Strategic Significance
- Accor and Sun Group aim to elevate Vietnam’s tourism profile with distinctive destinations and internationally recognized hospitality brands.
- Focus on blending luxury, lifestyle, and midscale concepts to connect travellers with Vietnam’s culture and natural beauty.
- Vietnam is already Accor’s third-largest market in Asia (excluding India & Greater China), with 45 hotels. This expansion reinforces market leadership.

First Phase Projects
- 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)
- TRIBE Hon Thom Phu Quoc (321 keys)
- ibis Styles Hon Thom Phu Quoc (588 keys)

Leadership Voices
- Duncan O’Rourke (Accor): Highlighted Vietnam as a growth engine, with curated brand expansion to deepen authentic traveller connections.
- Dang Minh Truong (Sun Group): Emphasized creating world-class destinations that celebrate Vietnam’s identity and boost competitiveness.

This partnership reflects Vietnam’s rapid rise as a tourism powerhouse, with strong domestic demand and growing international visitation reshaping its hospitality landscape.