According to its first-quarter business report, Marriott, the world’s largest travel group, currently operates 32 properties with more than 9,900 rooms under 11 brands in 10 cities across Vietnam.

“We have tripled the number of hotels since 2022, reflecting the rapid growth of the Vietnamese market and its strong long-term potential,” Nguyen Thi My Lan, marketing director at Marriott International Vietnam, told znews.vn.

Lan said Marriott views Vietnam as one of the markets least affected by global economic volatility within the Asia-Pacific Economic Cooperation (APEC) region, reinforcing the group’s positive outlook for the country’s travel industry.

In the first quarter, the hotel occupancy rate in Vietnam reached 73.7%, up 10 percentage points year on year and 4 percentage points above Marriott’s target. The average daily room rate (ADR) rose 17.5%, while revenue per available room (RevPAR) across managed properties increased 19.2%.

Marriott revealed domestic travelers accounted for 25.1% of total room nights in Vietnam, followed by visitors from the Republic of Korea at 17.3%, the United States at 13.2%, and China at 11%.

Phu Quoc has emerged as one of Marriott’s main expansion hubs in the country. In 2026, the group plans to open two new hotels on Hon Thom Island: Moxy Phu Quoc and Fairfield by Marriott Phu Quoc.

The company also plans to launch Marriott Executive Apartments Danang, Han River, in the third quarter and Hoi An Marriott Resort & Spa in the fourth quarter.

Alongside new openings, Marriott is expanding partnerships with major Vietnamese developers through multi-project agreements. The group has signed a cooperation deal with Sun Group to develop 10 hotels with approximately 4,500 rooms between 2027 and 2030, while introducing the W Hotels and Moxy Hotels brands to Vietnam for the first time.

Marriott is also partnering with Masteries Group to develop four projects totaling around 1,900 rooms, including the debut of the The Ritz-Carlton brand in Ho Chi Minh City.

Another agreement with Vinpearl will see the development of two hotels under the Ritz-Carlton and Marriott Hotel brands in the Can Gio coastal urban tourism area.

Sun Group, Marriott International enter strategic partnership

Sun Group and Marriott International officially signed an agreement to elevate their strategic partnership in Phu Quoc on March 23, announcing the development of 10 new hotels and resorts in Phu Quoc and Vung Tau with a scale of nearly 4,500 rooms, expected to open between 2026 and 2030.