Luxury Is Not About Excess
“Opulence is excess — but true luxury is refinement,” begins Dr. Phạm Hà with calm precision. “I prefer the word elegance to luxury, because luxury is culture, not material.”
To him, luxury has no universal definition. It is deeply personal — luxury is personal. Around the world, luxury travel accounts for just about 5% of total travelers, yet it creates the most profound and lasting value: emotion, connection, and meaning.
“Luxury travel isn’t about diamonds or gold-plated interiors,” he says. “It’s about how people feel — the emotions we evoke, the stories we tell. Vietnam doesn’t compete with skyscrapers or shopping malls; what makes us unique is hospitality, authenticity, and experiences told from the heart.”
From a Boyhood Dream to a National Brand
His passion for “leading Vietnamese people to the open sea” began in childhood.
“In 1985, I took the Thống Nhất train from Hải Phòng to Sài Gòn with my father. Standing before Bến Nhà Rồng — where President Hồ Chí Minh embarked on his journey to save the nation — I dreamt that one day Vietnamese ships would sail proudly across the world’s oceans.”
After years of studying and working in France — absorbing its art, culture, and design — he returned home with a vision: to build a world-class travel brand that carried a Vietnamese soul.
In 2005, at the age of 30, he founded Luxury Travel, Vietnam’s first high-end tour operator. From that seed grew LuxGroup®, now a “small but mighty” ecosystem spanning travel, cruises, hotels, restaurants, art, and education.
“We don’t aim to be the biggest,” he smiles. “We aim to be the happiest and the most proud.”
Vietnamese Luxury – The Elegance of Culture
In Paris, luxury is haute couture.
In Dubai, it’s gold and supercars.
But in Vietnam, Dr. Hà insists, luxury is culture — sophistication, sincerity, and humanity.
“Imagine listening to ả đào music at sunset on Hạ Long Bay, sipping fine wine aboard a boutique cruise, surrounded by Phạm Lực paintings and stories of the river king Bạch Thái Bưởi — the pioneer of Vietnamese steamships. That’s luxury made in Vietnam: understated, soulful, deeply human.”
For him, Vietnam’s luxury symbol is not a diamond or a gilded lobby — but a smile, a gesture of kindness, and the timeless grace of Vietnamese hospitality.
The Art of Detail
“Luxury is the art of details and emotions,” he reflects.
“A warm towel on a windy night, a perfectly mixed cocktail, or a heartfelt welcome back — that’s true sophistication.”
At LuxGroup®, this philosophy is called service from the heart. Every employee is not just a staff member, but a cultural ambassador — a storyteller of Vietnam through simple, genuine gestures.
“Showy luxury overwhelms people,” he says. “Subtle luxury moves them — and brings them back.”
Sustainable Luxury – No Green, No Luxury
“True luxury must be sustainable,” Dr. Hà affirms. LuxGroup® operates on ESG principles — centering People, Planet, and Culture. From reducing plastic waste and reusing energy to empowering local artisans, fishermen, and heritage communities, sustainability is woven into every detail.
“Today’s discerning travelers seek more than comfort. They seek meaning — journeys that help make the world a better place. That’s responsible luxury.”
Vietnam – The Future Hub of Asian Luxury
With 3,260 kilometers of coastline, 54 ethnic cultures, and nine UNESCO heritage sites, Vietnam possesses a treasure trove of potential.
“I believe that by 2045, Vietnam will become a leading luxury tourism destination in Asia.”
Technology — AI, big data, virtual reality — will personalize experiences further, but Dr. Hà is clear about what matters most:
“The essence of luxury will always be human — and uniquely Vietnamese. No technology can replace that.”
Personal Luxury – The Art of Living Well
For the founder of LuxGroup®, luxury is not measured in possessions, but in peace.
“To me, luxury is having time for oneself — a quiet morning with coffee, a good book, or heartfelt conversation with loved ones. That’s the ultimate form of elegance.”
He even brings his private collection of Phạm Lực paintings onboard Lux Cruises, allowing guests to “breathe with the sea and feel through art.”
“Luxury is personal, cultural, and sustainable,” he concludes.
“Elegance lives where emotion meets authenticity.”
A Message to the World
“Vietnamese luxury is not to show off — it’s to live,” Dr. Hà reflects. “It’s not a destination, but a state of mind.”
From the dreams of Bạch Thái Bưởi to the modern-day vision of LuxGroup®, he continues writing Vietnam’s maritime legacy with the national brand Vietnam Waterways® — where every voyage becomes a journey through heritage, art, and happiness.
“The future of Vietnamese tourism,” he says,
“will be defined by three words:
Elegant – Authentic – Sustainable.
Because without green, there is no luxury.”