IHG Hotels & Resorts (IHG), one of the world’s leading hotel companies, sees huge potential for growth of its Luxury and Lifestyle brands in Vietnam, continuing to expand its luxury leadership position in the coming years.
IHG’s origins in Vietnam began with the opening of InterContinental Hanoi Westlake in 2007, quickly establishing itself as a pioneer in luxury hospitality. IHG’s portfolio has grown considerably since then, and today IHG has 15 open hotels and resorts across five Luxury and Lifestyle brands – Six Senses, Regent, InterContinental, Vignette Collection and Hotel Indigo.
Tom Rowntree, Vice President for Global Luxury Brands at IHG Hotels & Resorts, shared that IHG will continue to expand its leadership position in this market and is committed to supporting the luxury tourism ambitions of one of South East Asia’s most dynamic markets.
“Vietnam has all the natural ingredients to be one of the world’s most sought-after travel destinations,” he said. “With long scenic coastlines, such as Nha Trang, the landscapes of Halong Bay and the country’s rich culture, great food and warm hospitality, Vietnam will continue to drive sustainable growth, inspiring travellers to return time and again.”
IHG Hotels & Resorts currently holds the leading position in the luxury hotels segment in Vietnam, with the largest portfolio of outstanding, award-winning properties across the country. “The Regent brand’s first new-build resort opened in Phu Quoc, and we opened Ha Long Bay’s first international luxury branded resort in 2025 with InterContinental Halong Bay Resort. Looking ahead, the momentum is only set to accelerate with IHG set to open InterContinental Thanh Xuan Valley, InterContinental Sapa and our second Regent property in Ho Tram, all in the next five years.”
Asia Pacific primed for international luxury tourism acceleration
The global luxury travel sector continues to show remarkable strength, with forecasts projecting growth at an annual rate of almost 8%, set to reach US$3.52 billion in 2035, as per Market Research Future. Increasingly, the centre of gravity for luxury travel is shifting east, with Asia Pacific emerging as one of the industry’s fastest-growing regions. Asia Pacific’s luxury travel market is expected to grow at an annual compound rate of 9.9% between now and 2033, outpacing the global average and making it one of the most attractive growth regions anywhere in the world. Much of this growth is being driven from within the region itself, with 91% of market growth forecast to be intra-regional.
Rowntree highlighted that Asia Pacific today holds around 30% of global wealth, and the population of high-net-worth individuals (HNWI) was up more than 10% in 2025, making it the fastest-growing wealth region in the world.
“Affluent travellers are defining the luxury market more than ever, prioritising highly personalised, culturally immersive and non-repeatable experiences,” said Rowntree. “Interestingly, the continued rise of multi-generational travel is having a huge impact in the luxury travel market, as travel decisions are increasingly shaped collectively across different age groups. For example, in 2025, for the very first time in history, we saw seven generations travelling together with the birth of Generation Beta in 2025 – which means families increasingly require destinations and hotels that offer both connection and customisation.”
InterContinental Thanh Xuan Valley Resort with treehouse villa scheduled to open in 2028
Rowntree said the convergence of changing traveller expectations, rising regional wealth and IHG’s expanding Luxury and Lifestyle portfolio marks one of the most significant growth opportunities for luxury hospitality in the region.
“IHG’s portfolio is intentionally differentiated, designed to meet evolving definitions of modern luxury – from ultra-bespoke, rarefied experiences to culturally connected, experience-led travel,” he said.
Leading in luxury – experiences with IHG
Tom Rowntree highlighted how IHG’s Luxury and Lifestyle brands are responding through differentiated guest experiences designed around exclusivity, cultural connection and personal discovery. For example, Regent Taste Studio is a defining expression of non-repeatable, immersive experiences where artists come together to create multisensory experiences across dining, art, fashion and more. InterContinental Doors Unlocked offered guests unparalleled access to some of the world’s most coveted culture happenings – from an invitation to an Australian Ballet dress rehearsal at the Sydney Opera House to access to an intimate dinner party at InterContinental Phuket Resort hosted by a curator from the Thailand Biennale.
Regent Phu Quoc
IHG’s Six Senses brand also recently joined the UNEP and UN Tourism’s ‘Recipe of Change’ programme. Through its sustainable ethos and Eat With Six Senses philosophy, this engagement allows the brand to share its long-learned operational and behavioural solutions through open conversations with guests and industry peers to address food waste.
Six Senses Ninh Van Bay
This commitment to innovation, purposeful luxury and distinctive guest experiences underpins IHG’s continued investment in Vietnam, where the company sees significant long-term opportunity to help shape the next chapter of luxury tourism.
“The growth shows no signs of slowing down,” said Rowntree. “Today, Luxury & Lifestyle represents 34% of IHG’s operating portfolio in East Asia and Pacific, and almost half of our development pipeline.”
Vietnam remains one of the world’s leading destinations for international travellers, welcoming 21.2 million international arrivals in 2025 and more than 10.6 million in the first five months of 2026 (source). IHG is committed to building Vietnam’s next generation of luxury hotels, reinforcing its position as one of the country’s leading luxury hospitality companies.
