Palladium Hotel Group Expands into Vietnam
“On the Balcony”
MADRID (July 15, 2026) — As Palladium Hotel Group advances its international growth strategy, the Spanish-born hospitality company has inked agreements for two hotels in Vietnam and established its Asia-Pacific headquarters in Ho Chi Minh City.
The group’s first project is with CONASI Property Management and Development Corporation and involves the redevelopment of the L’Alya Ninh Van Bay as BLESS L’Ayla Ninh Van Bay. Set to open in the summer of 2027, the all-villa resort north of Nha Trang city is located amid lush jungle with private white sand beaches. As part of the rebrand an additional 54 villas will be added to the five-star property. Palladium acquired the hotel in July 2026 and will operate on a white label basis until the renovation is completed next year.
The hotel group has also acquired the Hòa Bình Hotel and will transform the one-time Hanoitourist asset into BLESS Hotel Hanoi, opening in 2028. The century-old hotel will undergo a comprehensive renovation that will balance preservation of the building’s historic appeal with a contemporary, Vietnamese design, elevating the property from a three-star to a five-star foundation. Palladium followed a similar approach with its Only YOU Madrid hotel, restoring a 19th-century building in the city’s Chueca district, pivoting off its historic charm while transforming it into a contemporary lifestyle hotel.
Together, these developments will introduce BLESS Collection Hotels to Vietnam, showcasing the brand’s signature combination of contemporary luxury, design-led experiences, gastronomy and destination immersion.
Palladium’s decision to enter the Vietnamese market is a consequence of the country’s strong tourism fundamentals, including its burgeoning luxury hospitality sector and its strategic position within Southeast Asia. The regional office will oversee business development, operations and stakeholder engagement throughout Vietnam and support future expansion opportunities throughout the region.
“Choosing where to begin in Asia was a deliberate decision, and Vietnam was clear. Its growth is remarkable, but what convinced us is the shift in what the market values: distinctiveness and experience over scale alone. That is where our strengths lie,” said Jesús Sobrino, CEO of Palladium Hotel Group. “We enter Vietnam with a long-term commitment, a distinctive portfolio, and every intention to grow alongside partners who share our ambition.”
Building on its footprint in Europe and the Americas, Palladium aims to develop a carefully curated portfolio of luxury and lifestyle brands including BLESS Collection Hotels, The Unexpected Hotels, Only YOU Hotels, TRS Hotels and Grand Palladium Hotels & Resorts across Southeast Asia through strategic partnerships with owners, developers and institutional stakeholders. The group’s approach is centred on selective expansion, operational excellence and differentiated guest experiences, leveraging its portfolio of brands to meet the evolving demands of both travellers and investors.
As awareness of Palladium Hotel Group’s brands continues to grow throughout the region, Vietnam will serve as the launchpad for broader expansion across Southeast Asia, supporting the group’s ambition to establish an enduring presence.
L’Ayla Ninh Van Bay
Grand Palladium Hotels & Resorts presents Family Selection, a hotel within a hotel created especially for VIP families. Both parents and their little ones can now enjoy their vacation to the fullest with its unique facilities located at a privileged area of the resort, plus personalized services and premium products.