South Korea’s SONO Signals Expansion Into Australia and Singapore

SONO Hotels & Resorts Asia is developing a phased expansion strategy that extends beyond Asia into markets including Australia and Singapore, with China and India under longer-term consideration. It marks the company’s first public comment on its ambitions outside the region since finalizing its acquisition of Cross Hotels & Resorts from Flight Centre Travel Group last year. SONO Hotels & Resorts Asia now manages 17 operating hotels with an additional 12 in the pipeline across Thailand, Indonesia, Vietnam and Japan under SONO brands.

“We are developing a phased expansion strategy that extends beyond Asia into markets such as Australia and Singapore, and from a longer-term perspective, potentially into China and India as well,” said Jihong An, Senior Vice President of SONO Hotels & Resorts Asia.

The strategy comes as SONO builds out its existing portfolio. SONO Felice, a 90-room upper upscale lifestyle hotel in Canggu, is scheduled to open in 2028, while Celesta Nusa Penida by SONO Calm, a 61-villa eco-resort redefining barefoot luxury on Nusa Penida, is set to open in 2027. SONO Moon Nagoya, a 130-room hotel an eight-minute walk from Nagoya Station, opened in June 2026.

SONO Hotels & Resorts Asia is wholly owned by SONO International, which operates more than 14,500 rooms across Korea, the United States, Europe and its Asian markets. SONO International also owns T’way Air, which is transitioning to Trinity Airways. It pairs the airline with its hotel network to stimulate demand during low seasons and open destinations that lack established air connectivity.

The acquisition brings ten brands under the SONO umbrella, including SONO Calm, SONO Felice, SONO Belle, SONO Moon and SOL BEACH alongside Cross, Cross Vibe, Away, Lumen and Cross Collection, spanning everything from barefoot wellness retreats to vibrant urban stays.

Bali holds particular significance within that growth story, said Evan Burns, Area Vice President Indonesia for SONO Hotels & Resorts Asia.

“Indonesia remains our most important growth market. As we expand our footprint across Bali and establish our presence in Jakarta and Batam, we're building a diversified portfolio designed for long-term value creation. This not only strengthens our position in Indonesia but also lays the foundation for our next phase of regional growth,” Burns said.

The hospitality company is also expanding into meetings and events, with meeting facilities at Cross Pattaya Pratamnak, Lumen Bangkok Srinakarin and Cross Vibe Bangkok Srinakarin. Family travel and weddings remain a focus across properties, including Away Bali Legian Camakila, Cross Bali Breakers, Cross Chiang Mai Riverside, Away Bangkok Riverside Kene and TanaDewa Resort & Spa Ubud Bali by Cross Collection.

Its sustainability credentials include Green Hotel Gold Class certification at Away Chiang Mai Thapae, Green Hotel Silver Class certification at Cross Chiang Mai Riverside and Cross Vibe Bangkok Sukhumvit, and Sustainable Tourism Acceleration Rating (STAR) recognition across several of the company’s Thailand properties.