Top News

The collaboration reflects continued investment by international hospitality operators in Vietnam’s tourism sector and is expected to expand accommodation options for both domestic and international travelers.

Under the agreement, The Ascott Limited will operate four brands within Sun Group developments, including The Crest Collection in Ho Chi Minh City and three brands — The Ascott Limited, lyf and Harris — at the Ong Quan Mountain mixed-use tourism and urban development in Sunset Town, Phu Quoc. Lyf and Harris will first enter the Vietnamese market through the partnership.

The addition of the three hospitality brands is expected to broaden accommodation choices in Phu Quoc, particularly in the long-stay and lifestyle segments. Industry observers say such offerings may help attract a wider range of visitors and encourage longer stays on the island.

The partnership comes as connectivity between Phu Quoc and Singapore continues to improve. Sun PhuQuoc Airways, the airline of Sun Group, is scheduled to launch a direct route linking the two destinations from July 25. The new air service, together with ongoing tourism and hospitality developments, is expected to support visitor growth from regional markets.

Headquartered in Singapore, The Ascott Limited manages more than 1,000 properties in over 230 cities across more than 40 countries.

David Cumming, Regional General Manager Indochina, The Ascott Limited, speaking at the event. Photo courtesy of Sun Group

Speaking at the signing ceremony, David Cumming, Regional General Manager, Indochina, The Ascott Limited, said the company aims to provide hospitality experiences that meet the evolving needs of international travelers while contributing to the development of Vietnam’s hospitality sector.

The partnership will introduce more than 1,500 rooms across three hospitality brands in Sunset Town, one of Phu Quoc’s tourism areas.

The Ascott Limited’s serviced residence model primarily targets business travelers, expatriates and long-stay guests. Lyf focuses on younger travelers seeking flexible spaces that combine work, leisure and social interaction, while Harris is positioned toward families and leisure travelers.

Artist’s impression of the three developments overlook the Kiss Bridge and Phu Quoc coastline. Photo courtesy of Sun Group

Located on the slopes of Ong Quan Mountain, the developments will offer views of the coastline and Kiss Bridge. Guests will also have access to Sun Group’s tourism and entertainment facilities, including cable cars, theme parks and multimedia shows.

The partnership also marks the introduction of The Crest Collection in Ho Chi Minh City.

The Crest Collection is The Ascott Limited’s luxury hospitality brand, focusing on personalized stays inspired by local culture and heritage. The Ho Chi Minh City property is expected to incorporate local elements into its architecture, design and guest experiences.

The launch reflects continued interest among international hospitality operators in Vietnam’s tourism and business travel markets.

Nguyen Vu Quynh Anh, Deputy CEO of Sun Group and CEO of Sun Hospitality & Entertainment Group, said the partnership is aligned with the group’s strategy of attracting a broader range of international visitors, including long-stay travelers.

“Ho Chi Minh City and Phu Quoc are two important growth centers for Vietnam. Through a diversified hospitality portfolio, we aim to contribute to the development of the country’s tourism sector and enhance its international appeal,” she said.