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n Vietnam, hotels, cruise and tour operators are focusing
on quality, while its official bodies seem intent on boosting
numbers alone. As a result, the country still lags behind
competitors such as Thailand and Malaysia in terms of the
luxury segment. Luxury travel means different things to dif-
ferent people, but nowadays it is as much about the experi-
ence as about the standard of accommodation. It is about the
highest levels of service from start to finish.
Vietnam offers a magical mix of tropical beaches, post-
colonial charm, a string of world heritage sites, stunning in-
land scenery, world-renowned cuisine and a home-grown flair
for hospitality. According to travel industry insiders and travel
publications, Vietnam is now one of the top ten destinations in
Asia, with luxury the fastest-growing segment.
Vietnam is now tempting luxury travellers with new bou-
tique hotels, experiences and tours, such as flying to Halong
Bay from Hanoi by helicopter. What’s more, Vietnam’s tourism
infrastructure has improved dramatically and it boasts iconic
colonial properties like the Sofitel Legend Metropole in Hanoi,
a fast-growing list of modern luxury and spa destinations and
recently opened golf courses. Adding another level of comfort,
the launch of luxury yacht and river cruise services ensure
stress-free journeys away from the busy roads.
The next upcoming destination in Vietnam is the archi-
pelago of Con Dao with its intimate villa resort and unde-
veloped beaches. The beach town of NhaTrang is a popular
beach haven for holidaymakers, and just 90 minutes north
of Cam Ranh Airport is Vinh Hy Bay where the Amanoi,
the latest property by Aman Resorts, is located on a
secluded beach.
These few places alone show that Vietnam has so much
to offer upscale travellers, but I do not see any emphasis
on the luxury market in the country’s long-term planning.
Vietnam is still a relative travel bargain, even for those who
don’t normally concern themselves with cost. Travellers on a
high-end itinerary can expect to pay from $3,000 to $3,500
per person for a seven-day tour, although many are priced at
more than $1,000 per day, per traveller.
THE REQUIREMENTS OF LUXURY TRAVELLERS
Luxury travellers are usually FITs, not group travellers,
and they demand personal service. They are generally expe-
rienced, informed, well-travelled and adventurous, but with
an eye for value for money. The age range is varied, some are
younger people with money, but less time; others are older
and have both time and money.
There has never been a better time to promote travel to
Vietnam because of the wide selection of deluxe hotels, the
country’s tradition of excellent service, the improvement of
the infrastructure as well as ease of access with an ever in-
creasing number of airlines now flying to both Hanoi and Ho
Chi Minh City.
The ‘can do’ attitude of the Vietnamese means that itin-
eraries can be designed to meet the tastes and budgets of all
visitors whether they want to stay in international-standard
hotels or intimate, stylish boutique hotels; whether they want
to explore in a limo or experience the country up close on the
back of a Minsk motorbike; or whether they want to cruise
Halong Bay for days or quickly fly over it in a helicopter.
IMAGE CRISIS
It is strange that many people still associate Vietnam with
a war after many years of reunification. This clearly means that
Vietnam does not promote its image as a peaceful country very
MARKETING LUXURY
Vietnam’s tourism faces an image crisis due to a lack of vision, PR and market-
ing, writes
Pham Ha
, CEO and founder of Luxury Travel.
Bespoke dining experiences at Banyan Tree Lang Co bring
an extra layer of exclusivity to a luxury break
timeout
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