20 Years of LuxGroup: Leading Is Serving with Kindness
“Doing business with kindness has been LuxGroup’s guiding light for two decades – from zero to a human-centered, sustainable luxury tourism ecosystem.”– Dr. Pham Ha, Founder & Chairman of LuxGroup
Interviewer: 🌟 1. If you had to choose two words to describe the early days of your startup journey, what would they be?
Dr. Pham Ha: If I had to choose two words to capture those first days, I’d say “very bold.” And now, 20 years later, here on the sea of Nha Trang – where our new ship Emperor Cruises Legend is launching a new chapter – I can only say two other words: “emotional” and “grateful.”
I’m emotional because we started from zero, with nothing but faith and grit. From a small travel agency, we built a proud journey into a leading tourism group, with a fleet of heritage cruises, hotels, restaurants, and hundreds of talented staff.
And I’m grateful – for those who believed in us: our clients, partners, and team members who walked with me toward a 2045 vision: setting sail across the oceans, building 30 heritage cruises, and shaping a Vietnamese luxury ecosystem for the world.
Interviewer: 🌱 2. What convinced you that luxury travel – still a new concept in Vietnam – was the right path?
Dr. Pham Ha: I chose a different route. While the industry focused on mass tourism, I believed in the untapped potential of the luxury niche – fewer players, but greater opportunities if done well, with depth, and from the heart.
Lux Travel DMC was born with a clear strategy: we don’t sell tours, we sell experiences. We don’t count heads, we measure feelings. We don’t chase quantity, we pursue quality. We don’t copy others, we create our own identity.
I once said: “5% of travelers are luxury clients, but they offer 100% of the opportunity.” Because they don’t just pay a premium – they become storytellers, amplifying our brand in the most sustainable way.
Interviewer: ⛵ 3. What was your biggest motivation when you started out?
Dr. Pham Ha: I didn’t start a business for money. I started for a dream born in childhood. In 1985, I traveled with my father on a train from Hai Phong to Saigon – it was the first time I realized how vast and beautiful our country is. I promised myself: one day, I’d own ships that connect Vietnam’s coastal wonders.
That dream lived in me for decades. I learned languages, became a tour guide, then a tour leader, and eventually a tour organizer – to understand guests, the craft, and myself.
We started with very little capital, but I always believed that the greatest capital is trust – in oneself, and in treating clients with integrity. No matter how many times I felt close to failure, I held on – because I live to inspire and spread happiness.
Interviewer: 💪 4. What are you most proud of after 20 years?
Dr. Pham Ha: I’m proud that LuxGroup has proven: a Vietnamese business can deliver world-class luxury travel with authenticity. No borrowed ideas, no copied models – we created a cultural, artistic, and heritage-based ecosystem, fueled by a love for Vietnam.
I’m proud of our Luxers – young, talented, kind-hearted people who work with purpose, not just for paychecks. They are the soul of LuxGroup.
And I’m proud that we weathered every storm – SARS, financial crises, COVID – with unwavering entrepreneurial spirit. Awards like World Travel Awards, Travelife Certified, or “Happiest Company” are testaments to enduring kindness.
Interviewer: 💡 5. Was there a moment that made you more determined than ever?
Dr. Pham Ha: Absolutely. There were times I almost gave up – no money, no people, no future. I once tried to borrow hundreds of millions of dong but was rejected. I had to pay my staff first while I skipped meals. There were days when the office had only me left.
But I didn’t quit. Because I believed every hardship was a test of faith and resilience.
As the legendary Vietnamese entrepreneur Bach Thai Buoi once said:
“Business is like navigating rapids – if you’re not moving forward, you’re falling behind.”
I chose to move forward – even through treacherous waters. I didn’t just survive – I came back stronger after each challenge.
On March 15, 2022, after the pandemic, we were the first company to welcome international visitors back to Vietnam. That was when I deeply understood: kindness is a businessperson’s greatest asset.
🌟 10 INSPIRATIONAL QUOTES FROM DR. PHAM HA
(For the next generation of entrepreneurs and heart-led leaders)
1. “From zero, you can begin a great journey – if you dare to live for your dream.”
2. “True wealth lies in kindness, love, and spreading goodness.”
3. “Big dreams create big lives – live for them every day.”
4. “Success is doing what you love and loving what you do.”
5. “Kindness is a choice that builds virtue – for a healthy, peaceful, and happy life.”
6. “We’re living too fast, forgetting what truly makes us happy.”
7. “Leadership is not a position, it’s a purpose.”
8. “A brand with a soul creates not just loyalty – but legacy.”
9. “Let your business be a tool to create happiness – not just profit.”
10. “Business is service. Leadership is inspiration. Life is the seed of kindness.”
“At LuxGroup, we don’t sell products – we craft happiness, from the heart, through culture, in every journey.”
– Pham Ha, Founder of LuxGroup
