Hilton Enhances Collaboration with Sun Group to Revolutionize Vietnam’s Hospitality Sector

The strategic partnership adds nearly 1,800 rooms across five new hotels, significantly expanding Hilton’s presence in Vietnam.

Hilton recently announced its collaboration with Sun Group, a leader in Vietnam across multiple sectors, from leisure travel to real estate. This partnership will introduce notable hospitality brands, including Conrad Hotels & Resorts, LXR Hotels & Resorts, and DoubleTree by Hilton, to Vietnam while also enhancing Hilton’s flagship brand presence in the country.

“Vietnam has long been integral to Hilton’s growth journey in Southeast Asia, and our expanded partnership with Sun Group signifies a pivotal moment in that journey. This collaboration merges Hilton’s globally-loved brands with Sun Group’s deep local expertise to create exceptional destinations that meet the evolving needs of travelers today. From luxury to lifestyle and full-service options, these hotels will offer diverse experiences across Vietnam, responding to the increasing demand for quality hospitality in one of Asia’s most dynamic markets,” said Chris Nassetta, President & CEO of Hilton.

Sun Group’s Dang Minh Truong, Chairman, commented, “This partnership goes beyond expanding our hospitality portfolio; it showcases our commitment to reshaping Vietnam’s tourism landscape. By integrating Hilton’s world-class brands into our flagship sites in Quang Ninh, Da Nang, and Phu Quoc, we are establishing new benchmarks for resorts that blend cultural authenticity, natural beauty, and international hospitality standards. Together, we aim to create destinations that cater to today’s travelers while fostering future growth for Vietnam’s tourism sector.”

New Developments

The five new properties will cover the northern, central, and southern regions of Vietnam:

• LXR Hotels & Resorts will debut with an intimate 80-room retreat along the Da Nang Riverside, marking the brand’s entry into Vietnam and expanding its global reach.
• Conrad Phu Quoc, Hilton Phu Quoc, and DoubleTree by Hilton Phu Quoc will be part of a significant development for the APEC Economic Leaders’ Meeting in 2027, aiming to cater to high-profile events and meetings, with 1,500 rooms combined.
• The Hilton Quang Hanh Onsen Resort, set to open by late 2025, will bring Hilton’s renowned hospitality to northern Vietnam, known for its hot springs, featuring wellness amenities such as public mineral baths and a holistic spa.

With this expansion, Hilton’s portfolio in Vietnam will double, increasing its hotels from 16 to 21, underscoring its key role in Hilton’s growth across the Southeast Asian region. Alan Watts, President of Hilton Asia Pacific, celebrated the partnership’s potential, stating that this expansion reflects the confidence that owners have in Hilton’s brands and its commercial capabilities.