Accor and Sun Group have formalised a strategic partnership that will significantly expand their hospitality footprint in Vietnam, with plans to develop over 5,300 keys in key destinations such as Phu Quoc and Danang over the next five years. The agreement marks one of the largest single-market expansion commitments by a global hotel group in Southeast Asia this year.
New Brands Enter Vietnam Market
The collaboration will introduce four Accor brands to Vietnam for the first time: Sofitel Serviced Residences, Swissôtel Living, TRIBE, and Ennismore's lifestyle brand SO/. Established names such as MGallery, Grand Mercure, and ibis Styles will also see an increased presence across the country.
Duncan O'Rourke, CEO of Accor's Premium, Midscale & Economy Division for the Middle East, Africa & Asia Pacific, highlighted Vietnam's rapid growth as a key driver for the region. "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," he stated.
Dang Minh Truong, Chairman of Sun Group, remarked on the significance of the partnership: "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."
First-Phase Properties
The initial phase of the portfolio includes six properties, among them the 250-key Bana Hills Hotel Danang and the 588-key ibis Styles Hon Thom Phu Quoc. These developments are expected to cater to both domestic and international travellers, leveraging Vietnam's strong recovery in tourism demand.
Vietnam is currently Accor's third-largest market in Asia, excluding India and Greater China, with 45 hotels already in operation. The new partnership will further solidify that position as the country strengthens its standing as a leading tourism market in the region.
This expansion comes at a time when Vietnam is experiencing robust domestic travel demand and a steady increase in international visitation. The introduction of new brands such as SO/ and TRIBE is expected to appeal to a broader range of travellers, from luxury seekers to budget-conscious explorers.
For travel professionals, this development signals growing opportunities for booking diverse accommodation options across Vietnam's key destinations. The partnership also aligns with broader industry trends, as seen in recent moves by other global players such as Radisson Hotel Group expanding aggressively in Asia.
Accor's global leadership council recently mapped out 2026 hospitality trends, emphasising AI, loyalty, and strategic partnerships — themes that resonate with this Vietnam expansion. The group's ability to deploy multiple brands under one partnership model offers Sun Group a diversified portfolio that can capture different market segments.
With Vietnam's tourism infrastructure improving and visa policies becoming more liberal, the timing of this expansion appears well-calibrated. The addition of over 5,300 keys will provide much-needed inventory in high-demand areas like Phu Quoc, which has seen a surge in both leisure and MICE travel.
Industry observers will be watching how the new brands perform in a market that is increasingly competitive, with other international chains also scaling up. Accor's deep local knowledge through its existing 45 hotels gives it an edge in navigating Vietnam's unique regulatory and operational landscape.
