Selling Is An Art – Creating Value Is A Legacy
By Dr. Phạm Hà – Founding President & CEO, LuxGroup®
In business, making a sale is only the beginning. Earning trust – that is the real achievement. Trust doesn’t come from marketing or persuasion; it’s built through experiences, emotions, and authenticity.
New entrepreneurs sell products to generate revenue. Skilled entrepreneurs solve problems to win customers. But sustainable entrepreneurs go further – they touch emotions to build trust and long-lasting relationships. Revenue keeps a business alive, but values make it endure. At LuxGroup®, we believe the true measure of success lies not in profit but in the happiness, meaning, and transformation we create for others.
When Business Becomes a Journey of Service
LuxGroup® was founded on the belief that “Luxury is Culture – Delivering Happiness.” We don’t just create luxurious products — we craft meaningful, emotional, and cultural experiences. Selling a cruise or a tour is not our goal; telling a story is. A story about Vietnam’s riverine civilization, its art, its spirit, and its people.
We have learned to sell with heart, not just skill. Each Heritage Bình Chuẩn®, Emperor Cruises®, or Amiral Cruises® ship is not merely a vessel but a floating cultural space, where heritage meets modernity and travelers feel truly connected.
When guests step aboard, they’re not just traveling — they’re living a story of art, culture, and the Vietnamese spirit. Every detail — a respectful greeting, a cup of morning tea, or a Phạm Lực painting on a wooden wall — evokes emotion and pride.
Tailor-Made: Selling Experiences “Made to Measure”
The philosophy of tailor-made experiences is the soul of LuxGroup®. No two travelers are the same; therefore, no two journeys should ever be identical. Every itinerary, whether a family retreat, corporate event, or wedding at sea, is designed like a bespoke áo dài — perfectly fitted to every detail.
This spirit originates from Lux Travel DMC®, founded in 2005 as Vietnam’s first luxury tour operator and DMC. With the tagline “Inspiring Journeys,” Lux Travel DMC crafts authentic, immersive, and sustainable travel experiences across Asia. In 2025, it became the first DMC in the world to fulfill nearly 250 Travelife Certified sustainability criteria, achieving 100% satisfaction or money back — a promise written not in contracts but in conscience.
Within the LuxGroup® ecosystem — from luxury cruises (Lux Cruises Group®) and boutique hotels & resorts (Lux Hotels & Resorts®), to fine dining (Lux F&B®, Vi Việt Nam®, Le Tonkin®, L’Indochine®), and art & culture (Lux Art Collection®, F. Luc Museum®, Lux Art Performances®) — every touchpoint shares a single ethos: authenticity, craftsmanship, sustainability, and humanity.
We don’t just serve guests; we design moments worth retelling. From the way a towel is folded, to the scent of Vietnamese tea, to the sunrise over the bay — every detail is curated to inspire wonder without ostentation.
When True Value Becomes the Brand
Success in business doesn’t come from great persuasion — it comes from genuine giving. When you sell with the intention to help, when your product evokes gratitude, customers don’t just buy — they buy your energy, your integrity, and your spirit.
At LuxGroup®, we believe a brand lives longest when it has a heart. Every service we deliver carries an ESG commitment and a Net Positive 2030 goal: to create more positive impact than we consume. From zero plastic waste and local sourcing, to empowering local communities, every action reflects our belief that happiness is born when we make others happy.
Customers may forget prices or itineraries, but they will never forget how we made them feel. When a guest leaves a cruise, hotel, or restaurant but still remembers the smile of a staff member, the violin on deck, or a painting in the lobby — that is when a brand has entered their heart.
From Revenue to Legacy
After more than two decades in business, I’ve learned that revenue is the result of trust, not the cause of it. When you build trust, revenue follows. When you win hearts, you create something no competitor can copy.
At LuxGroup®, we don’t just build products to sell; we build legacies to share. Legacies of culture, of the Vietnamese maritime spirit, of living beautifully and doing business ethically.
Selling is an art — it requires empathy, intuition, and emotional intelligence. But creating value is a legacy — because it outlives us, leaving a mark on others that time cannot erase.
When you do business with the mindset of service, you don’t chase the market — the market finds you. And when customers see themselves reflected in your story, they don’t just buy your product — they become storytellers, ambassadors, and part of your brand’s journey.
LuxGroup® today is not just a collection of brands — it is a philosophy of life and leadership, where luxury is measured not by what we own, but by what we give.