Content Writer: Janice Chew • Thursday, 25/10/2025 - 16:52:13 - PM
Vietnamese conglomerate Sun Group and global hospitality leader Hilton have unveiled a major expansion of their strategic partnership, announcing five new luxury hotels across Quang Ninh, Da Nang, and Phu Quoc. The agreement will add more than 2,000 rooms to Vietnam’s premium hospitality inventory, marking a significant milestone in the country’s bid to become a leading luxury tourism hub in Southeast Asia.
The collaboration introduces Hilton’s Conrad Hotels & Resorts and LXR Hotels & Resorts brands to Vietnam for the first time, alongside the expansion of Hilton Hotels & Resorts and DoubleTree by Hilton properties within Sun Group’s integrated resort developments. In Phu Quoc, the two partners will create a landmark multi-brand complex combining Conrad, Hilton, and DoubleTree hotels, integrated with a convention center and airport upgrades in anticipation of major international events such as APEC 2027.
Hilton’s President and CEO Christopher J. Nassetta highlighted Vietnam’s growing importance in the group’s regional strategy, saying, “Vietnam has long been a key part of Hilton’s growth journey in Southeast Asia. This collaboration brings together Hilton’s globally recognized brands and Sun Group’s local expertise to create destinations that respond to the evolving needs of today’s travelers.”
This latest move builds upon previous successes such as the La Festa Phu Quoc – Curio Collection by Hilton, which combined Mediterranean-inspired design with Sun Group’s resort know-how. For Hilton, the expansion almost doubles its footprint in Vietnam and strengthens its brand presence across Southeast Asia. For Sun Group, it reinforces its ambition to transform destinations like Phu Quoc into world-class tourism and MICE centers—blending global luxury standards with local cultural identity.
