The agreement also celebrates the Vietnam debut of Conrad Hotels & Resorts and LXR Hotels & Resorts, while enhancing the country’s luxury tourism landscape and strengthening hospitality infrastructure for APEC 2027.

Hilton operates 25 world-class brands, with more than 8,800 hotels, nearly 1.3 million rooms across 139 countries and territories, and a loyalty base of more than 200 million members. This marks the next milestone in the partnership between Sun Group and the globally renowned hospitality company, following the debut of La Festa Phu Quoc – Curio Collection by Hilton, which introduced an authentically Mediterranean-inspired resort experience unlike any other in Vietnam.

This new collaboration signifies a major step forward in both scale and impact, as Sun Group and Hilton bring leading brands — Conrad Hotels & Resorts, LXR Hotels & Resorts, Hilton Hotels & Resorts, and DoubleTree by Hilton — into operation across Vietnam’s three key regions.

“Vietnam has long been a key part of Hilton’s growth journey in South East Asia, and our expanded partnership with Sun Group marks a pivotal moment in that trajectory. This collaboration brings together Hilton’s globally-recognised and much-loved brands as well as Sun Group’s deep local expertise to create exceptional destinations that reflect the evolving needs of today’s travelers. From luxury to lifestyle and full-service offerings, these new hotels will introduce a diverse range of experiences across Vietnam, catering to the growing demand for high-quality hospitality in one of Asia’s most dynamic markets,” said Chris Nassetta.

Phu Quoc stands as a strategic highlight in the partnership between Sun Group and Hilton. Here, Hilton will introduce brands — Conrad Phu Quoc, Hilton Phu Quoc, and DoubleTree by Hilton Phu Quoc — offering nearly 2,000 guest rooms within a multi-brand hotel cluster at a large-scale tourism and events complex designed to accommodate APEC 2027. This development will deliver exceptional hosting capacity to welcome thousands of delegates, dignitaries, and international media attending one of Vietnam’s most significant diplomatic events.

Conveniently connected to the Convention Center and Phu Quoc International Airport, the hotel cluster will also benefit from the launch of Sun PhuQuoc Airways, forming a fully integrated ecosystem that positions the island as a premier MICE destination in the Asia-Pacific region, capable of attracting global events and high-end travelers alike.

In Quang Ninh, Hilton Quang Hanh Onsen Resort will bring Hilton’s signature hospitality to northern Vietnam. Featuring 216 rooms and villas, the resort is designed in the style of a traditional Japanese onsen retreat, complete with public mineral baths and wellness facilities, offering guests a distinctive health and relaxation experience.

LXR Hotels & Resorts, a curated collection of independent luxury properties, will make its Vietnam debut with a resort located on Green Island along the Han River in Da Nang. Combining personalized service, distinctive design, and deeply local cultural experiences, the hotel invites travelers to discover the hidden charms of Da Nang while enjoying sophisticated comfort and refined hospitality. This marks the first-ever presence of the LXR Hotels & Resorts brand in Vietnam.

Dang Minh Truong, Chairman of Sun Group, said: “Bringing Hilton’s world-leading hotel brands to Sun Group’s flagship destinations in Quang Ninh, Da Nang, and Phu Quoc will help establish new benchmarks for integrated resort models that combine leisure, entertainment, and wellness. These developments will harmoniously unite culture, natural beauty, and global hospitality standards to create truly memorable experiences for every traveler to Vietnam.”

The simultaneous presence of distinctive Hilton brands will add nearly 2,000 world-class guest rooms, enriching Vietnam’s hospitality landscape with a diverse range of experiences — from luxurious and bespoke to comprehensive and welcoming. This expansion not only meets the rising expectations of both domestic and international travelers but also elevates service standards across destinations such as Quang Ninh, Da Nang, and particularly Phu Quoc. Each journey will go beyond simple accommodation or sightseeing to offer a complete experience that celebrates local character and world-class hospitality.

The event also reaffirms Sun Group’s pioneering role over the past 18 years in bringing leading international hotel brands to Vietnam, helping shape the nation’s luxury tourism landscape and strengthening Vietnam’s position on the global map of high-end hospitality.

Sun Group, US Embassy foster aviation–hospitality cooperation

Sun Group, in collaboration with the US Embassy in Vietnam, hosted the US – Vietnam Aviation Partnership Roundtable on September 12, bringing together 15 leading American corporations in aviation, technology, and financial services, opening up opportunities to position Phu Quoc as a new aviation and tourism hub.