When Business Culture Becomes the Foundation of Sustainable Growth
By Dr. Pham Ha – Chairman & CEO of LuxGroup
In an era marked by environmental crises, social disruptions, and a growing demand for corporate transparency, business culture has become more than just a set of internal values—it is the very foundation of sustainable development. For LuxGroup, a pioneering Vietnamese luxury travel and hospitality corporation, this belief is not a slogan, but a way of life embedded in every aspect of its operations.
Business Culture: The Root of Enduring Growth
“To lead a business is to tell a story of heritage—with empathy, creativity, and purpose,” affirms Dr. Pham Ha, founder and CEO of LuxGroup. Since its inception, LuxGroup has been guided by a deep-rooted cultural ethos where values shape vision, and heritage shapes innovation.
At LuxGroup, people are not just resources; they are storytellers, ambassadors, and custodians of the company’s soul. The internal motto, “Happy Staff – Happy Customers – Happy LuxGroup,” is more than a catchphrase—it is a strategic compass. In 2024, over 80% of the workforce had remained with the company for more than five years, a rare achievement in the service industry, and a testament to a thriving, human-centric workplace.
ESG Is Not a Trend—It’s Our Identity
While ESG (Environment – Social – Governance) has become a buzzword in global business, LuxGroup has embraced ESG as a cultural identity, long before it became a mainstream framework. Receiving the prestigious Travelife Certified and VITA Green Awards 2025 reflects not only global recognition but also the Group’s authentic, long-term commitment to responsible tourism.
LuxGroup integrates ESG principles across its entire value chain: from carbon-conscious cruise design and heritage-driven hotels to waste-free culinary experiences and inclusive community projects. Whether aboard Emperor Cruises, exploring on Heritage Cruises, enjoying artful meals at Vi Hue restaurant, or staying at Secret Ke Cho Hotel, every product is a living example of “small but mighty” projects—where every experience tells a story, and every story sustains a legacy.
LuxGroup Chooses the Long Road, Not the Fast Track
Rather than chasing rapid growth or short-term profits, LuxGroup has consistently chosen the path of slow, steady, and soulful development. Its 2025–2030 strategy emphasizes legacy projects, cultural innovation, and ecosystem thinking.
This includes investing in heritage yachts, art hotels, regenerative travel, and digital transformation, all aimed toward creating a Net Positive Impact by 2030. For LuxGroup, sustainability is not just a metric—it is the essence of luxury itself.
Leadership by Inspiration: The Storyteller of Heritage
Dr. Pham Ha is not just an entrepreneur; he is a cultural advocate, educator, and curator of Vietnamese identity. His leadership philosophy is rooted in “kind business”—where profits are driven by purpose, and innovation is driven by values.
He is also the visionary behind LuxArts Collection, Pham Luc Museum, and the “Living Legacy” initiatives, which merge travel with art, memory, and human connection. These initiatives have elevated LuxGroup into a cultural powerhouse, where every guest journey becomes a transformative experience.
“Tourism is not just about moving from place to place—it’s about awakening the beauty within. Culture is not a surface coating—it is the deep current that carries a business forward,” says Dr. Pham Ha.
Conclusion: Culture Is Energy, Identity, and Trust
From humble beginnings to becoming a global cultural brand, LuxGroup has proven that a strong corporate culture anchored in values, people, and heritage can weather any storm and pioneer a new definition of success—one where sustainability, creativity, and humanity are inseparable.
LuxGroup – Bring Heritage Alive™
A journey for happiness, guided by heritage, art, and empathy.
