Sun Group and The Ascott Limited to develop over 1,700 accommodation rooms – VnExpress

The Ascott Limited is a world leading serviced residence operator. Under the agreement, the unit will manage about 1,700 rooms under four brands: The Crest Collection in Ho Chi Minh City and Ascott, Lyf, and Harris in Phu Quoc.

Notably, Lyf and Harris are two brands appearing in Vietnam for the first time. According to a Sun Group representative, the three new lifestyle brands, which combine resort, work, and destination enjoyment, are expected to raise the standard of resorts and long term stays in Phu Quoc. These brands will also help the Pearl Island expand its international customer base, increase the length of stay, and bring more vitality to the destination.

Representatives of Sun Group and The Ascott Limited at the partnership signing ceremony. Photo: Sun Group

In Phu Quoc, the three brands Ascott, Lyf, and Harris will be present at the Nui Ong Quan Mixed Use Ecotourism Urban Area, located in Sunset Town. The total scale is expected to be more than 1,500 accommodation rooms.

Ascott targets business travelers, international experts, and long term guests with a high end serviced apartment model. Lyf is one of the youngest and most energetic brands of The Ascott Limited, bringing a social living model suitable for the new generation of travelers.

Harris, a prominent Asian lifestyle hotel brand, adds a modern, friendly, and activity rich accommodation option to Phu Quoc, targeting international guests with high spending levels.

All three hotel buildings are located on Ong Quan mountain, possessing a natural height that offers a 360 degree view of the sea and sky, directly facing the iconic Kiss Bridge and the nightly artistic fireworks displays. In particular, guests are also directly connected to the resort and entertainment ecosystem that Sun Group is developing, featuring the world’s longest three rope cable car, large scale amusement parks, multimedia shows such as the Guinness record holding Kiss of the Sea, Symphony of the Sea, and the coastal beer restaurant Sun Bavaria GastroPub.

The 3 hotel buildings of the brands possess a 360 degree view of the Kiss Bridge. Photo: Sun Group

According to tourism research units, the trend of combining vacations, remote work, and long term stays is increasing at many destinations in the region. This is also a group of guests with higher spending levels and longer lengths of stay compared to traditional tourists.

The Ascott Limited currently owns a system of over 1,000 apartment and hotel properties, present in more than 230 cities across 40 countries. Mr. David Cumming, Regional General Manager of Indochina at The Ascott Limited, highly appreciated the expansion of cooperation with Sun Group in Vietnam. According to him, the new projects aim to provide more accommodation options suitable for the increasingly diverse needs of international tourists, while contributing to improving the quality of accommodation services in the market.

Mr. David Cumming – Regional General Manager of Indochina, The Ascott Limited. Photo: Sun Group

Sun Group stated that the addition of international accommodation brands is considered one of the solutions to help Phu Quoc expand its customer base and enhance the destination’s competitiveness.

Besides expanding the accommodation supply, the group is currently promoting aviation connectivity with the Singapore market through direct flights by Sun PhuQuoc Airways, expected to operate from July 25. The combination of aviation infrastructure, accommodation systems, and tourism products is expected to support Phu Quoc in attracting more international visitors.

In Ho Chi Minh City, The Crest Collection – a premium brand of The Ascott Limited, is also appearing on the market for the first time. This product line targets guests seeking personalized accommodation experiences tied to local identity.

Ms. Nguyen Vu Quynh Anh – Deputy General Director of Sun Group and General Director of the group’s Entertainment and Resort Division, said that Ho Chi Minh City and Phu Quoc represent two important growth engines of Vietnam’s tourism. One is an international economic and commercial center, while the other is a resort destination rising on the global map.

“Partnering with The Ascott Limited through an extensive brand portfolio reflects our desire to improve our capacity to welcome high quality international guests, especially long term guests, thereby increasing the competitiveness of Vietnam’s tourism,” Ms. Quynh Anh said.

Hoai Phuong