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The Bai Dat Do Urban Area is positioned as one of the island’s major accommodation projects ahead of APEC 2027, when Phu Quoc is expected to host international delegations and large-scale events. Authorities and developers have cited a need for additional internationally standardized, high-end accommodation capacity.

With a total registered investment of VND64 trillion (US$2.47 billion) and a planned capacity of about 6,500 five-star rooms, the Bai Dat Do Urban Area is planned as an integrated hospitality complex. According to the developer, the project will include 13 resort and hotel brands operated by five international hotel management groups, with several brands entering the Vietnamese market for the first time, including SO/, Conrad and W Hotels.

Accor, which previously partnered with Sun Group on projects such as Premier Residences Phu Quoc Emerald Bay at Bai Kem and Premier Village Phu Quoc Resort at Mui Ong Doi, is expanding its presence on the island through multiple brands at Bai Dat Do.

At Bai Dat Do, Accor plans to introduce MGallery, Grand Mercure and SO/. MGallery is positioned as a boutique brand highlighting local identity, while Grand Mercure focuses on full-service offerings for business and group travelers. SO/ is part of Accor’s luxury portfolio with a design-driven and lifestyle-oriented positioning.

According to Accor brand descriptions, MGallery properties are individually themed and linked to local cultural elements. SO/ hotels typically emphasize contemporary design and fashion- concepts aimed at younger luxury travelers.

An artist’s impression of The Conrad at Bai Dat Do, Conrad’s first hotel in Vietnam. Photo courtesy of Sun Group

Hilton Worldwide previously introduced its Curio Collection by Hilton brand in Phu Quoc through La Festa Phu Quoc at Sunset Town. At Bai Dat Do, the group plans to add Hilton Hotels & Resorts, DoubleTree by Hilton and Conrad.

Hilton Hotels & Resorts and DoubleTree by Hilton operate in the upscale and upper-upscale segments, serving both leisure and MICE travelers. Conrad is Hilton’s luxury brand and the Bai Dat Do property would be its first hotel in Vietnam, according to project information released by the developer.

An artist’s impression of Bai Dat Do’s landscape. Photo courtesy of Sun Group

Marriott International, which already operates JW Marriott Phu Quoc Emerald Bay and has announced future projects such as Luxury Collection Hon Thom and Ritz-Carlton Reserve Hon Thom, is expected to introduce several brands at Bai Dat Do. These include W Hotels, Marriott Hotels, Westin, Le Méridien and Courtyard by Marriott.

W Hotels is positioned in the lifestyle luxury segment, focusing on design and entertainment-led experiences. Marriott Hotels, the group’s core brand, typically targets business, conference and government- travel. Westin emphasizes wellness-focused services and long-stay comfort. Le Méridien focuses on culture and lifestyle-oriented travel, while Courtyard by Marriott serves the upper-midscale to upscale segment, often geared toward business travelers.

An artist’s impression of Westin’s hotel in Phu Quoc. Photo courtesy of Sun Group

In addition to Western hotel groups, Lotte Group is also expected to introduce luxury hotel brands to Phu Quoc through the Bai Dat Do project.

Lotte operates a network of upscale hotels across several Asian cities and serves both leisure and official travel segments.

According to Sun Group, the concentration of multiple international hotel brands within a single development is intended to create a large, master-planned hospitality zone. The developer currently owns and partners in a number of internationally branded hotels in Vietnam through cooperation with groups including Marriott International, Accor, Hilton Worldwide and Rosewood.

Project planners say Bai Dat Do is designed as a unified resort and urban hospitality area. Market observers note that its long-term impact will depend on construction progress, brand rollout schedules and actual demand growth tied to Phu Quoc’s tourism and event calendar.