1. What Is a Resort Airline?
“Resort airline” is a hybrid model that combines air transportation with high-end travel experiences. Instead of simply moving passengers from point A to point B, each flight is curated as an integral part of the holiday. From contemporary cabin design, locally inspired cuisine, relaxing music, ambient lighting to personalized service – everything is orchestrated to deliver a five-star resort experience in the sky.
Sun PhuQuoc Airways (SPA) is the first airline in Vietnam to embrace and develop this concept. Its resort airline standards are designed to meet the diverse expectations of modern travelers, with the goal of offering direct, fast, seamless, and comfortable journeys. From aircraft livery, cabin interiors, in-flight music, cuisine, to auxiliary services – every element is tailored to elevate the overall flying experience, allowing travelers to begin their holiday the moment they board.
2. Global Resort Airline Trends
Resort airlines are emerging as a dynamic model that merges air travel with accommodation and leisure offerings – transforming the journey into part of the vacation itself. This concept is being adopted by airlines across the world in various formats and pricing tiers.
2.1. Luxury Segment – A Skyborne Resort Experience
Leading full-service carriers like Singapore Airlines, Etihad Airways, and Qatar Airways are spearheading the luxury resort airline trend. These airlines are not only focused on top-tier service but also act as national icons representing the luxury tourism identity of their countries.
Singapore Airlines has long catered to the premium market, offering a luxurious experience across all classes – especially First and Suites Class. The airline emphasizes impeccable service, gourmet dining, and the award-winning KrisWorld entertainment system. Its crown jewel, the Singapore Suites, is a private, hotel-like space onboard the A380, featuring optional double beds, plush leather armchairs, expansive dining tables, and state-of-the-art entertainment.
Singapore Suites – A luxurious resort experience in the sky (Photo: Collected)
Etihad Airways, the national airline of the UAE, combines full-service hospitality with innovative, high-end in-flight products. Signature services include the “Flying Nanny” for families, on-demand fine dining, and world-class amenity kits. The flagship product, The Residence, is a three-room apartment onboard the A380, complete with a living room, double bedroom, private shower, personal butler, and in-flight chef.
The Residence – A one-of-a-kind flying suite from UAE’s national carrier (Photo: Collected)
Qatar Airways, with a vast global network of over 140 destinations, has earned global recognition for its commitment to excellence, particularly in business class. With cutting-edge in-flight products and consistent premium service, it remains a top choice for long-haul international travelers.
Qatar Airways – The premium choice for international long-haul flights (Photo: Collected)
2.2. Mid-Tier Resort Airlines in 2024–2025: A Booming Global Trend
2.2.1. Rise of Mid-Tier Resort Airline Experiences
Between 2024 and 2025, the global airline industry is witnessing a surge in mid-tier resort airline experiences. Models like Fly & Stay, vacation bundles, and holiday airlines are growing rapidly and gaining popularity among middle-income travelers, families, and young friend groups. Airlines are evolving from transportation providers to full-fledged holiday curators, offering packages that combine flights, accommodation, local experiences, and transfers – maximizing convenience and cost-effectiveness.
2.2.2. Soaring Demand for Mid-Range Leisure Travel
In 2024, mid-tier leisure travel demand skyrocketed, especially on routes to major holiday destinations. Seat occupancy and airline revenue hit record highs. According to IATA and ACI reports, both international and domestic passenger numbers grew by double digits, with leisure and premium segments outperforming forecasts. Middle-class travelers are willing to spend more on safety, convenience, and curated experiences – prompting airlines to heavily invest in vacation-oriented products.
2.2.3. “Premiumization” of the Mid-Tier Segment
Both full-service and low-cost carriers (LCCs and hybrids) are pushing to “premiumize” their mid-tier offerings. Airlines like JetBlue, Vistara, Scoot, Delta, British Airways, and Air France are continuously upgrading cabins, enhancing in-flight entertainment, food options, lounges, and benefits for bundled vacation buyers. Even budget carriers are introducing spacious seats and elevated service options to serve experience-seeking mid-tier travelers – without breaking the bank.
JetBlue – Leading the charge in mid-tier “premiumization” (Photo: Collected)
2.2.4. Fly & Stay Packages Gaining Ground
Vacation bundles and Fly & Stay packages are fast becoming the go-to choice for mid-tier travelers. With just one booking, they can secure flights, hotels, tours, activities, and transfers – saving both time and money. Platforms like Expedia, Marriott Bonvoy, and major airlines have launched extensive resort packages tailored to all traveler profiles: from families and groups of friends to couples and “bleisure” (business and leisure) travelers.
2.2.5. Mid-Tier Travelers Drive the Trend
IATA data and industry research show that revenue growth in premium and bundled services is not solely driven by corporate travelers, but also by leisure-focused, mid-tier customers. A notable rise in premium economy bookings and Fly & Stay package purchases by leisure passengers has made this segment a key growth engine in 2024–2025
2.2.6. Strategic Investment & Cross-Sector Collaboration
Airlines are heavily investing in cabin upgrades, expanding Fly & Stay services, and partnering with hotel chains, resorts, and OTAs to enrich the mid-tier travel experience. Many have launched specialized offerings such as all-inclusive escapes, family vacations, adventure travel, and romantic getaways, creating diversified options for travelers.
2.2.7. Outlook for 2025: Resort Airlines as a Key Growth Engine
By the end of 2025, mid-tier resort airlines are forecast to remain a major growth driver for global aviation. According to IATA’s latest report, airline industry revenue is expected to reach USD 979 billion, up from USD 964 billion in 2024 – reflecting a strong post-pandemic recovery and booming demand for mid-tier leisure travel.
Airlines, tourism corporations, and OTAs are doubling down on Fly & Stay products, all-inclusive vacation packages, and value-added services aimed at the growing middle-class traveler base. Far from being a passing trend, resort airlines are reshaping aviation business models—ushering in a new era of comfortable, flexible, and budget-friendly travel tailored for diverse traveler groups in the post-pandemic world.
3. Sun PhuQuoc Airways – Pioneering Resort Aviation in Vietnam
Quick to adapt global best practices and capitalize on rising trends, Sun PhuQuoc Airways – a new airline under the investment of Sun Group – has been officially licensed and is fast positioning itself as the pioneer of resort aviation in Vietnam. More than just flying passengers to the “Pearl Island,” the airline is committed to redefining the in-flight journey from the moment travelers step onboard.
Sun PhuQuoc Airways – Elevating passenger experience (Photo: Collected)
Operating under a full-service model while incorporating mixed charter flights, SPA offers a versatile portfolio tailored to market needs. With Phu Quoc as its central hub, the airline connects the island with major domestic cities such as Hanoi, Ho Chi Minh City, and Da Nang, as well as other key tourism and economic centers.
Internationally, Sun PhuQuoc Airways aims to expand routes from Phu Quoc to prominent destinations across Asia, including Japan, Korea, China, and other high-potential markets. Beyond conventional routes, the airline is exploring connections to under-served yet promising destinations such as Russia, Eastern Europe, Central Asia, the Middle East, Europe, and Oceania - supporting Phu Quoc’s emergence as a new regional aviation hub.
Even its name - Sun PhuQuoc Airways - embodies the vision of linking the island with the world, bringing global travelers closer to Vietnam’s most iconic resort destination. Following a hub-and-spoke model, the airline positions Phu Quoc as the nucleus, directly linking it to both domestic and international cities, while pioneering connections to previously inaccessible tourist markets.
As a strategic component of Sun Group’s Phu Quoc ecosystem, SPA is designed to seamlessly connect passengers with the group’s resorts, entertainment complexes, culinary destinations, and signature events - ensuring a continuous, immersive journey from sky to shore, and enhancing the overall appeal of Phu Quoc’s tourism.
Sun PhuQuoc Airways – Poised to elevate Phu Quoc onto the global stage (Photo: Collected)
The debut of Sun PhuQuoc Airways marks a transformative milestone. It’s not merely a new airline – it’s redefining the essence of travel with its “resort in the sky” approach. As the aviation world shifts from “convenient flying” to experiential flying, this new carrier is poised to lead Vietnam into the resort airline era, aligning with global tourism front-runners and shaping the future of leisure travel.
