Marriott Just Signed a Massive 10-Hotel Deal in One Country — Including Two Brand Debuts

Marriott International has signed its largest single-market expansion deal in recent memory, agreeing to bring 10 new hotels and resorts to Vietnam in partnership with Sun Group, one of the country's biggest integrated resort developers.

The agreement, signed on March 23 with Marriott CEO Anthony Capuano and Sun Group Chairman Dang Minh Truong present, spans nearly 4,500 rooms across two key Vietnamese destinations: the island of Phu Quoc and the coastal city of Vung Tau.

Eight Brands, Two Debuts

The deal covers eight distinct Marriott brands: W Hotels, Marriott Hotels, Westin, Le Méridien, Courtyard by Marriott, Fairfield, Moxy Hotels, and Four Points by Sheraton. Two of those — W Hotels and Moxy — will be making their Vietnam debuts, marking a significant step in the country's evolution as a major Southeast Asian hospitality market.

Properties are expected to open on a rolling basis between 2026 and 2030.

Vietnam's Rise

Marriott's portfolio in Vietnam has doubled since 2022, reflecting a surge in both international arrivals and domestic demand for premium accommodations. The country has emerged as one of Southeast Asia's fastest-growing tourism markets, with Phu Quoc in particular attracting major resort investment as a visa-free island destination.

The deal follows Marriott's broader push into all-inclusive resorts, including the upcoming JW Marriott Costa Elena Resort in Costa Rica — the brand's first-ever all-inclusive property.

For Sun Group, which already operates theme parks, cable car systems, and luxury developments across Vietnam, the partnership cements its position as the country's dominant resort developer.