Hilton and Sun Group Deepen Strategic Partnership to Transform Vietnam’s Hospitality Landscape

VIETNAM – Hilton (NYSE: HLT) today announced multiple property agreements across Vietnam with existing partner Sun Group, one of the country's leading companies across four key sectors: recreation and entertainment, leisure travel, real estate, infrastructure investment and aviation. The partnership will bring the global hospitality company's award-winning brands, Conrad Hotels & Resorts, LXR Hotels & Resorts and DoubleTree by Hilton to Vietnam, while expanding the presence of Hilton's flagship brand, Hilton Hotels & Resorts, in the country.

"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-recognized 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, president & CEO, Hilton.

"This strategic partnership with Hilton goes beyond expanding our hospitality portfolio – it reflects our commitment to redefining Vietnam's tourism landscape. By introducing Hilton's world-class brands to Sun Group's flagship destinations in Quang Ninh, Da Nang, and Phu Quoc, we are setting new benchmarks for integrated resorts that unite cultural authenticity, natural beauty, and global standards of hospitality. Together, Sun Group and Hilton will create destinations that not only serve travelers today, but also inspire the future growth of Vietnam's tourism sector," said Mr. Dang Minh Truong, Chairman, Sun Group.

The five new properties will span the north, central and south of Vietnam:

LXR Hotels & Resorts, a hand-picked collection of independent and spirited luxury properties, makes its brand debut in Vietnam with an intimate 80-room retreat along the Da Nang Riverside. The milestone marks the brand's first entry into the country, expanding its global footprint to more than 30 trading and pipeline properties worldwide. Nestled on Đảo Xanh, a serene island within the Han River, the hotel offers a luxurious base of exploration in the heart of Da Nang—a vibrant city known for its cultural richness and natural beauty. Blending bespoke service, intriguing design, and immersive cultural experiences, the hotel invites those with a spirit of adventure to uncover Da Nang's hidden treasures, all while indulging in personalized hospitality and unparalleled comforts.

Conrad Phu Quoc, Hilton Phu Quoc, and DoubleTree by Hilton Phu Quoc will be located in a major hospitality and event precinct being developed for the Asia-Pacific Economic Cooperation (APEC) Economic Leaders' Meeting in 2027. As part of a multi-brand property cluster in Phu Quoc, which has been rapidly establishing itself as a premier destination for iconic meetings and events, the development is expected to debut by 2027, featuring 1,500 rooms in total. This includes 250 locally inspired, contemporary guest rooms in Conrad Phu Quoc, 500 modern and elevated accommodations in Hilton Phu Quoc, and 750 thoughtfully-designed guest rooms in DoubleTree by Hilton Phu Quoc, each offering a distinctive experience tailored to today's travelers.

Hilton Quang Hanh Onsen Resort, opening before the end of 2025, will bring Hilton's signature hospitality to northern Vietnam, a region well-known for its naturally rich mineral hot springs. The wellness-focused resort, situated near the UNESCO World Heritage site of Ha Long Bay, will feature 216 rooms and villas, complemented by amenities such as public mineral baths, sauna rooms, private onsens, and a holistic spa, promising a truly unique wellness experience.

Vietnam currently holds Hilton's third-largest portfolio in South East Asia with 21 trading hotels. With the addition of the five newly-signed properties, Hilton is set to double its trading supply in Vietnam, growing its development pipeline from 16 to 21, reinforcing its position as a key market in Hilton's growth trajectory in the region.

"Expanding our existing partnership with Sun Group to bring more properties and new brands to Vietnam reaffirms the confidence owners place in Hilton's world-class brands and robust commercial engine," said Alan Watts, president, Asia Pacific, Hilton. "With these new properties, we are now on track to double our presence in Vietnam, with a footprint that stretches from Quang Hanh in the north to Phu Quoc in the south. This signing reflects our ongoing commitment to the market and its importance as a strategic growth driver for our expansion across Asia Pacific."

Conrad Hotels & Resorts, LXR Hotels & Resorts Hilton Hotels & Resorts, and DoubleTree by Hilton hotels participate in Hilton Honors, the award-winning guest loyalty program for Hilton's 25 distinct hotel brands.

For more information about Hilton, please visit stories.hilton.com.

Notes to editor:

LXR Hotels & Resorts in Da Nang Riverside will join LXR Hotels & Resorts' portfolio of nearly 30 operating and pipeline properties worldwide, a curated collection of independent hotels offering unique, storied experiences that celebrate the timeless pursuit of adventure. Through the brand's 'Pursuit of Adventure' program, each stay provides locally immersive experiences and bespoke service, designed to connect guests with the character of the destination and inspire memorable, story-worthy adventures.      

Conrad Phu Quoc will become part of Conrad Hotels & Resorts' global portfolio of approaching 50 properties, each delivering sophisticated stays through purposeful service and impactful experiences for conscientious luxury travelers. With the brand's new 1/3/5 program, guests can look forward to curated 1-hour, 3-hour, and 5-hour experiences that highlight the culture, adventure, and local essence of each destination, fostering deeper engagement with the places they visit.

DoubleTree by Hilton Phu Quoc is set to join over 700 properties under the brand’s fast-growing global portfolio, which has been providing travelers with warm welcomes for more than 55 years. From the brand's signature warm chocolate chip cookie upon check-in to uplifting spaces and thoughtful service, each property promises a sense of care and comfort that makes travelers feel at home wherever their trip takes them.