Our LuxGroup Story
Built With Pride
From just one person in 2005, our founder and CEO Pham Ha, with many years of experience in the travel and tourism industry, one laptop, one company, one vision, and a passion for providing immersive, authentic, and unique travel experiences to elevate cultural heritage for luxury travelers to Vietnam and Asia, LuxGroup has become the leader in luxury travel and innovation.
Embracing an ownership culture and operating as a holding company, LuxGroup now boasts a range of brands considered small giants, employing 300 dedicated luxers, with sales representative offices on five continents. Our investments span various sectors, including luxury yachts, cruises, transportation, real estate, restaurants, hotels and resorts, and art auctions across Vietnam and Asia.
With a solid infrastructure and ecosystem, LuxGroup celebrates 20 years of sustainability and travel excellence, being the first organization to champion guests’ rights with a 100% customer satisfaction guarantee and a zero plastic policy, aiming for a net positive impact by 2030. Under the leadership of Dr. Pham Ha, LuxGroup has garnered numerous prestigious domestic and international travel awards.
Our Vision
Our Mission
Our core values
Our partners
The Lux Story
Our People
Our Brands
A Collection of Small Giants
We have many brilliant ideas and are inviting investment in our new projects, such as cruise ships, hotels and resorts, real estate, and acquisitions opportunities.
Lux Travel DMC
Luxury DMC & Inbound Tour Operator
True luxury is unhurried. Taking time to fully immerse oneself in a destination fosters deeper connections with local culture, nature, and a sense of well-being. Slowing down transforms travel into a more meaningful and memorable experience.
At Lux Travel DMC, we embrace this philosophy through a network of Destination Management Companies across ten Southeast Asian countries and Sri Lanka, treating each destination as unique and authentic. Our journeys combine luxury vehicles, five-star cruises, and carefully curated boutique hotels, all guided by strong ESG principles. Proudly recognized as Travelife Certified for Sustainability Excellence, we are committed to responsible tourism and 100% guest satisfaction.
Under our #InspiringJourneys philosophy, our passionate team works closely with trusted partners to design bespoke, high-end experiences that exceed expectations—delivering happiness through purpose, craftsmanship, and sustainability. Learn more at www.luxtraveldmc.com or contact sales@luxtraveldmc.com.
Luxury Travel
Domestic and Outbound Luxury Tour Operator
With over 20 years of pioneering excellence in inbound travel to Asia, Luxury Travel Brand has rebranded to cater to high-end domestic Vietnamese holiday-makers and luxury travelers abroad. We embody #touchinghearts.
Today’s travel focuses on destinations, experiences, and lasting memories. At Luxury Travel, we curate hand-picked destinations, hotels, and resorts, offering personalized ultra-luxury options and bespoke MICE services, complete with private guides and tour leaders. Our themed tours cater to sophisticated travelers eager to explore the nature and culture of Vietnam and host countries in Europe, America, Australia, New Zealand, the Middle East, and Asia.
Backed by LuxGroup’s robust infrastructure, we’ve built strong relationships with local authorities and suppliers, ensuring seamless visa processes. Our expertise allows us to craft unforgettable experiences that exceed expectations. Discover more at https://www.luxurytravel.vn or email us at sales@luxurytravel.vn.
Luxury Travel
Domestic and Outbound Luxury Tour Operator
With over 20 years of pioneering excellence in inbound travel to Asia, Luxury Travel Brand has rebranded to cater to high-end domestic Vietnamese holiday-makers and luxury travelers abroad. We embody #touchinghearts.
Today’s travel focuses on destinations, experiences, and lasting memories. At Luxury Travel, we curate hand-picked destinations, hotels, and resorts, offering personalized ultra-luxury options and bespoke MICE services, complete with private guides and tour leaders. Our themed tours cater to sophisticated travelers eager to explore the nature and culture of Vietnam and host countries in Europe, America, Australia, New Zealand, the Middle East, and Asia.
Backed by LuxGroup’s robust infrastructure, we’ve built strong relationships with local authorities and suppliers, ensuring seamless visa processes. Our expertise allows us to craft unforgettable experiences that exceed expectations. Discover more at https://www.luxurytravel.vn or email us at sales@luxurytravel.vn.
Lux Cruises Group
Vietnam’s First Boutique Cruise Line ™
Inspired by the legendary cruise pioneer Bạch Thái Bưởi (1874–1932), Dr. Pham Ha, Founder and CEO of Lux Cruises Group, has fulfilled a lifelong childhood dream of exploring Vietnam’s spectacular coastline by water. Guided by a bold vision to deploy 30 cruise ships across the nation’s rivers and seas, Lux Cruises is dedicated to serving heritage travelers seeking immersive journeys into Vietnam’s cultural depth and natural beauty—encouraging exploration, learning, respect, celebration, and pure enjoyment.
Established in 2014, Lux Cruises Group has grown into Vietnam’s leading boutique cruise company, proudly celebrating more than a decade of delivering authentic, high-end cruising experiences. Its commitment to excellence and sustainability has earned international recognition, including Travel + Leisure Asia’s Best Luxury Awards for Emperor Cruises and Heritage Cruises, as well as prestigious honors from the World Travel Awards (WTA) and World Cruise Awards (WCA).
Today, Lux Cruises operates a fleet of eight vessels across three distinctive brands—Emperor Cruises, Heritage Cruises, and the prestigious Amiral Cruises for Presidents—sailing Vietnam’s most iconic waterscapes, including Halong Bay, Bai Tu Long Bay, Lan Ha Bay, and Nha Trang Bay, with upcoming expansions to the Saigon River and the Phu Quoc Islands.
Explore Vietnam by water. Experience heritage in motion.
Adventura Travel
Soft & Hard Active Travel Adventure Brand
Sustainable tourism rests on six essential pillars: protecting ecological resources, respecting social and cultural values, creating meaningful local employment, contributing to economic development, satisfying guests, and operating a profitable, responsible business. Guided by these principles, our mission is simple yet powerful: to create better places for people to live and better places to visit.
At Adventura Travel, we are adventurers at heart. We live, love, and breathe Asia. Our bespoke active journeys are designed for travelers who seek more than sightseeing—those who crave discovery, physical challenge, and authentic human connection. Each experience is crafted around immersive encounters with local communities, breathtaking natural landscapes, and off-the-beaten-track destinations across Asia.
As a trusted local tour operator, we specialize in both soft and hard adventure travel, offering a wide range of activities including trekking, kayaking, motorcycling, fishing expeditions, and multi-sport journeys. Whether you’re looking for gentle exploration or adrenaline-filled challenges, we tailor each adventure to your interests, fitness level, and travel style.
Adventura Travel designs active journeys for all ages, always with safety, sustainability, and unforgettable memories at heart.
We craft active travel—made to measure.
Discover more or plan your next adventure at www.adventuratravel.com.
Adventura Travel
Soft & Hard Active Travel Adventure Brand
Sustainable tourism rests on six essential pillars: protecting ecological resources, respecting social and cultural values, creating meaningful local employment, contributing to economic development, satisfying guests, and operating a profitable, responsible business. Guided by these principles, our mission is simple yet powerful: to create better places for people to live and better places to visit.
At Adventura Travel, we are adventurers at heart. We live, love, and breathe Asia. Our bespoke active journeys are designed for travelers who seek more than sightseeing—those who crave discovery, physical challenge, and authentic human connection. Each experience is crafted around immersive encounters with local communities, breathtaking natural landscapes, and off-the-beaten-track destinations across Asia.
As a trusted local tour operator, we specialize in both soft and hard adventure travel, offering a wide range of activities including trekking, kayaking, motorcycling, fishing expeditions, and multi-sport journeys. Whether you’re looking for gentle exploration or adrenaline-filled challenges, we tailor each adventure to your interests, fitness level, and travel style.
Adventura Travel designs active journeys for all ages, always with safety, sustainability, and unforgettable memories at heart.
We craft active travel—made to measure.
Discover more or plan your next adventure at www.adventuratravel.com.
Secret Hideaways
A Project by Lux Hotels & Resorts
Secret Hideaways is operated by Lux Hotels & Resorts, a member of the award-winning LuxGroup. With more than 20 years of expertise, LuxGroup is a pioneer in luxury tourism, encompassing travel, transportation, cruises, yachts, art auctions, restaurants, hotels, resorts, and real estate projects—each guided by a philosophy where luxury is culture and experience is meaning.
Inspired by the poetry of Quang Dung and the rugged beauty of Vietnam’s Northwest, Secret Hideaways represents a singular brand vision brought to life through atmosphere rather than signage. It is a service brand whose identity is instantly felt—quiet, poetic, and deeply rooted in place.
Vietnam’s first literature-inspired retreat, Secret Hideaways is nestled in the secluded landscapes of Pu Luong. The property features 45 traditional thatched bungalows, harmoniously blending Thai and Vietnamese influences. From architecture and interior design to cuisine, spa rituals, and curated excursions, every detail reflects the poetry of nature and local life.
Secret Hideaways offers guests a rare escape—where silence speaks, culture breathes, and poetry becomes a place.
Discover more at www.secret-hideaways.com
The Lux Yacht Collection
Proudly Made in Vietnam — Sailing the Coast of Vietnam
The Lux Yacht Collection marks a bold new milestone in Vietnam’s luxury maritime journey. Developed by LuxGroup, the Collection embodies national craftsmanship, cultural pride, and a forward-looking vision for high-end yachting along Vietnam’s spectacular coastline.
Currently under development is a fleet of two ultra-luxury vessels, with the official unveiling scheduled for 2025. “The Lux Yacht Collection represents the next chapter in our long history of industry-leading innovation,” says Pham Ha, Founder & CEO of LuxGroup. “It is a milestone moment as we continue to seize new opportunities and elevate Vietnam’s presence on the global luxury yachting map.”
The first superyachts—SPIRIT and PRESIDENT—will redefine indulgence at sea. Each vessel is designed with approximately 99 suites and duplex suites, complemented by world-class facilities including a spa and salon, multiple bars and fine-dining restaurants, a fully equipped gym, a grand infinity swimming pool, and an open-air cinema under the stars. A highly trained crew ensures personalized service and exceptional comfort throughout every voyage.
Aligned with Vietnam Waterways 2045, The Lux Yacht Collection is more than a fleet—it is a statement of Vietnam’s ambition to lead in luxury, culture, and maritime excellence.
LUX Hotels and Resorts™
Sustainable Luxury Boutique Hospitality
LUX Hotels and Resorts™ is Vietnam’s first sustainable luxury boutique hospitality brand, thoughtfully developing, owning, or co-owning a collection of intimate properties—each with fewer than 100 keys—while also managing select hotels under comprehensive agreements covering design, operations, sales, and marketing. As a member of LuxGroup, the brand draws on more than two decades of expertise in luxury travel and hospitality.
Notable properties include Elegant Hotel, Secret Hideaway Pù Luông, and Secret Kẻ Chợ Hanoi, each reflecting a distinct sense of place and cultural narrative. At LUX Hotels and Resorts™, travel is defined by meaningful experiences and lasting memories, where heritage, storytelling, and refined local cuisine invite guests to explore, relax, and connect more deeply with their surroundings.
Our retreats, resorts, wellness spas, and boutique hotels are carefully designed to embody authenticity, personalization, and sustainability. Every property celebrates local culture, craftsmanship, people, and natural beauty—ensuring guests feel not just welcomed, but truly immersed.
The LUX Hotels and Resorts™ brand name and slogan are officially registered with the National Office of Intellectual Property of Vietnam, affirming our long-term commitment to excellence, originality, and responsible luxury hospitality.
LUX Hotels and Resorts™
Sustainable Luxury Boutique Hospitality
LUX Hotels and Resorts™ is Vietnam’s first sustainable luxury boutique hospitality brand, thoughtfully developing, owning, or co-owning a collection of intimate properties—each with fewer than 100 keys—while also managing select hotels under comprehensive agreements covering design, operations, sales, and marketing. As a member of LuxGroup, the brand draws on more than two decades of expertise in luxury travel and hospitality.
Notable properties include Elegant Hotel, Secret Hideaway Pù Luông, and Secret Kẻ Chợ Hanoi, each reflecting a distinct sense of place and cultural narrative. At LUX Hotels and Resorts™, travel is defined by meaningful experiences and lasting memories, where heritage, storytelling, and refined local cuisine invite guests to explore, relax, and connect more deeply with their surroundings.
Our retreats, resorts, wellness spas, and boutique hotels are carefully designed to embody authenticity, personalization, and sustainability. Every property celebrates local culture, craftsmanship, people, and natural beauty—ensuring guests feel not just welcomed, but truly immersed.
The LUX Hotels and Resorts™ brand name and slogan are officially registered with the National Office of Intellectual Property of Vietnam, affirming our long-term commitment to excellence, originality, and responsible luxury hospitality.
LUXTRANSCO
Our Premium Transportation Fleet — 24/7 Service
LUXTRANSCO operates its own premium transportation fleet, providing seamless, door-to-door mobility services across North, Central, and South Vietnam. With a fleet of more than 20 luxury vehicles—ranging from executive sedans and limousines to full-sized coaches—we ensure comfort, safety, and reliability at every stage of your journey.
Our signature limousine vans are designed for refined travel, featuring plush leather interiors, nine spacious seats, flat-screen televisions, premium sound systems, individual reading lights, and modern conveniences. Guests enjoy complimentary Wi-Fi, 220V power outlets for charging phones and laptops, as well as books and magazines for a relaxed, connected ride. Stretch stops can be arranged on request, ensuring maximum comfort throughout the journey.
All drivers are professionally trained to the highest international safety and service standards, offering discreet, attentive care from pick-up to drop-off. Operating 24 hours a day, 7 days a week, LUXTRANSCO delivers peace of mind whether traveling for leisure or business.
This premium transportation service can be seamlessly added to any journey with Lux Cruises Group or Lux Travel DMC.
Book now and let us take care of your trip from start to finish.
Contact: sales@luxtraveldmc.com
Amiral Cruises for Presidents
A Voyage Through Time On the Saigon River
Amiral Cruises® is Vietnam’s first luxury boutique river–maritime cruise line™, curating refined journeys where Vietnamese heritage meets elevated, presidential-level hospitality. Designed as a cultural flagship, Amiral sets a new benchmark for luxury cruising on Vietnam’s most iconic waterways.
Inspired by the historic voyage of Nguyễn Tất Thành aboard the Amiral Latouche-Tréville and the timeless elegance of 1920s Art Deco, Amiral departs from Nhà Rồng Port for curated day cruises, sunset and dinner voyages, and signature cultural performances, welcoming 99–299 guests in spacious comfort.
From 2027–2028, Amiral will introduce intimate 1–3-night river–sea journeys for up to 100 guests, tracing the Saigon River and Southern Coastline. These voyages explore the Củ Chi Tunnels, Cần Giờ Biosphere Reserve, Cap Saint-Jacques, and the Mekong Delta—where cultural depth meets quiet grandeur.
By day or under candlelit skies, guests enjoy fine dining, live music, bespoke storytelling, and attentive service. Amiral Cruises invites heritage travelers to discover, dream, explore, learn, respect, celebrate, and enjoy—where history flows and luxury endures.
Discover more at amiralcruises.com.
Amiral Cruises for Presidents
A Voyage Through Time On the Saigon River
Amiral Cruises® is Vietnam’s first luxury boutique river–maritime cruise line™, curating refined journeys where Vietnamese heritage meets elevated, presidential-level hospitality. Designed as a cultural flagship, Amiral sets a new benchmark for luxury cruising on Vietnam’s most iconic waterways.
Inspired by the historic voyage of Nguyễn Tất Thành aboard the Amiral Latouche-Tréville and the timeless elegance of 1920s Art Deco, Amiral departs from Nhà Rồng Port for curated day cruises, sunset and dinner voyages, and signature cultural performances, welcoming 99–299 guests in spacious comfort.
From 2027–2028, Amiral will introduce intimate 1–3-night river–sea journeys for up to 100 guests, tracing the Saigon River and Southern Coastline. These voyages explore the Củ Chi Tunnels, Cần Giờ Biosphere Reserve, Cap Saint-Jacques, and the Mekong Delta—where cultural depth meets quiet grandeur.
By day or under candlelit skies, guests enjoy fine dining, live music, bespoke storytelling, and attentive service. Amiral Cruises invites heritage travelers to discover, dream, explore, learn, respect, celebrate, and enjoy—where history flows and luxury endures.
Discover more at amiralcruises.com.
Lux Food and Beverage
LuxGroup’s Food and Beverage Strategy is rooted in sustainability, cultural authenticity, and emotional connection—seamlessly blending local arts with dining experiences while celebrating Vietnam’s rich and diverse culinary heritage. Guided by a simple philosophy—cook with genuineness, serve with heart—LuxGroup creates dining concepts that honor place, people, and purpose.
Across Huế, Hà Nội, Hội An, and Sài Gòn, Vị Hội An and Vị Vietnam Restaurant & Café present elevated regional cuisine inspired by local traditions, seasonal ingredients, and time-honored techniques. On the water, Vị Sông Sài Gòn reimagines twilight dining through a refined fusion of music, craft cocktails, and fine cuisine, with ambitions for recognition from the World Culinary Awards and TripAdvisor Best of the Best, and a long-term vision of achieving a Michelin Green Star for sustainability.
Aboard Lux Cruises Group, culinary experiences pay homage to Vietnam’s gastronomic legacy. Le Tonkin celebrates Northern flavors, L’Indochine explores elegant Indochinese fusion, while Cần Chánh Điện Royal Restaurant delivers a regal dining journey inspired by imperial traditions. Amiral Cruises for Presidents elevates refined dining further at the prestigious La Maison 1911 Restaurant on the Saigon River.
Complementing these experiences, Bạch Đằng Wine Cellar aboard Heritage Bình Chuẩn offers a private sanctuary for connoisseurs, while Lux Coffee, organically grown and locally roasted in Vietnam’s Central Highlands, reflects LuxGroup’s enduring commitment to quality, ethics, and sustainability.
Explore. Taste. Celebrate Vietnam.
LuxArts Collection
A Journey Through Vietnamese Heritage and Arts
LuxArts Collection pioneers the integration of fine art into tourism, seamlessly weaving artistic expression into hotels, resorts, cruises, restaurants, and boutique offices. With more than 1,000 carefully curated works, the Collection celebrates Vietnam’s artistic soul through iconic paintings by Phạm Lực—often regarded as the Picasso of Vietnam—alongside treasured pieces from Dr. Phạm Hà’s private collection. Closely associated with the F. Luc Museum, it represents the richest museum collection dedicated to a single artist in Vietnam.
Aboard Emperor Cruises, Heritage Bình Chuẩn, and Amiral Cruises for Presidents, art and luxury converge to create immersive cultural journeys—where every space tells a story through color, memory, and emotion. On land, at Vị Việt Nam Restaurant & Café, the signature Spices des Arts concept blends culinary craftsmanship with artistic inspiration, transforming dining into a multisensory cultural experience.
LuxArts Collection is more than an art archive—it is a living tribute to Vietnam’s creative legacy. By bringing fine art into everyday journeys, it preserves cultural values, inspires creativity, and opens a meaningful window into Vietnamese heritage through the language of art.
LuxArts Collection
A Journey Through Vietnamese Heritage and Arts
LuxArts Collection pioneers the integration of fine art into tourism, seamlessly weaving artistic expression into hotels, resorts, cruises, restaurants, and boutique offices. With more than 1,000 carefully curated works, the Collection celebrates Vietnam’s artistic soul through iconic paintings by Phạm Lực—often regarded as the Picasso of Vietnam—alongside treasured pieces from Dr. Phạm Hà’s private collection. Closely associated with the F. Luc Museum, it represents the richest museum collection dedicated to a single artist in Vietnam.
Aboard Emperor Cruises, Heritage Bình Chuẩn, and Amiral Cruises for Presidents, art and luxury converge to create immersive cultural journeys—where every space tells a story through color, memory, and emotion. On land, at Vị Việt Nam Restaurant & Café, the signature Spices des Arts concept blends culinary craftsmanship with artistic inspiration, transforming dining into a multisensory cultural experience.
LuxArts Collection is more than an art archive—it is a living tribute to Vietnam’s creative legacy. By bringing fine art into everyday journeys, it preserves cultural values, inspires creativity, and opens a meaningful window into Vietnamese heritage through the language of art.
Our Luxury Cruises
Vietnam’s First Boutique Cruise Line ™
Emperor Cruises Legacy Halong
Heritage Cruises Binh Chuan Cat Ba
Emperor Cruises Origin Nha Trang
Emperor Cruises Legend Phu Quoc (coming soon in 2027)
Amiral Cruises (coming soon in 2026)
Featured In
Our Awards
News
Vietnam, the Nation That Flows: How rivers, seas, and belief systems are shaping the future of heritage and luxury travel
Vietnam is often defined by contrasts—mountains and deltas, jungles and coastlines, ancient villages and restless
From River to Sea: How LuxGroup Is Making the First Wave on the Saigon River
Vietnam’s waterways are awakening—and LuxGroup is moving first. For decades, Vietnam has been described as
Tourism 2026: When Experiences Become Memories — and Memories Create Return Value
Expert Perspective by Dr. Pham Ha – Phạm Hà, Chairman & CEO, LuxGroup As we