Interview with Dr. Pham Ha – Chairman & CEO of LuxGroup
Interviewer: Congratulations to LuxGroup on being named one of the “Best Companies to Work for in Asia 2025” by HR Asia. How do you feel about this recognition?
Dr. Pham Ha: This is a deeply meaningful milestone for us, especially as LuxGroup celebrates its 20th anniversary this year. The award not only recognizes our efforts in building a happy workplace, but also affirms the path we have chosen: not to become the biggest, but to become the best – a place where every team member can live their passion, be inspired, be acknowledged, and be nurtured.
Interviewer: “Happy Tourism” has become a unique identity of LuxGroup. Could you elaborate on this philosophy?
Dr. Pham Ha: We choose happiness as our mission – first for our team, and then for our customers and the wider community. At LuxGroup, happiness is not a destination, but a daily journey. Our organizational model is based on 5P + 3P:
• 5P: Purpose, Passion, People, Planet, Profit.
• 3P: Place (workplace environment), Partnership (sustainable collaboration), and Prosperity (shared growth – Pride, Peace, Personal Growth).
This philosophy ties personal happiness to collective success, allowing us to grow sustainably while fostering creativity and human values.
Interviewer: After 20 years, what does LuxGroup’s ecosystem look like today?
Dr. Pham Ha: We have built an integrated luxury ecosystem of tourism, culture, and the arts. This includes Lux Travel DMC, Vietnam’s first luxury tour operator; our boutique cruise lines – Emperor Cruises, Heritage Cruises, and Amiral Cruises; LuxTransco, our premium transportation services; LuxArts Collection with more than 1,000 works of art, especially by master painter Pham Luc; and Lux Hotels & Resorts, Elegant, Secret, and Vi Vietnam, our heritage hotels and restaurants designed around art, sustainability, and local values. Each year, we serve over 100,000 high-end international travelers and have earned more than 30 prestigious global awards.
Interviewer: Beyond business success, LuxGroup emphasizes human development. What steps have you taken for your employees?
Dr. Pham Ha: Every year, we dedicate 5% of our profits to training, mentorship, physical and mental wellness, and ESG-driven initiatives. We see this as a long-term investment, because only when our people are happy can the organization truly thrive sustainably.
Interviewer: Can you share LuxGroup’s Vision 2045?
Dr. Pham Ha: We call it the journey of the “Great Small Giants.” By 2045, LuxGroup aims to operate a fleet of 30 Vietnamese-flagged boutique cruises along coastal routes and international ports, putting Vietnam on the global map of luxury cruising. At the same time, we will continue to reinforce our model of Happy Tourism – Sustainable Development – Humanistic Art. I believe that by staying true to authentic values, we can elevate Vietnam’s image as a humane, creative, and culturally rich nation on the world stage.
