TTG MICE Interview with Dr. Phạm Hà, Founding President & CEO, LuxGroup®
TTG MICE: Can you give us an overview of Lux Travel DMC’s MICE and event services, how long the company has been operating, and the size of your team?
Dr. Phạm Hà: Lux Travel DMC®, a member of LuxGroup®, was founded in 2005 with a simple vision: to showcase Vietnam through authentic, meaningful, and high-quality travel experiences. Twenty years later, we have evolved into one of Vietnam’s leading luxury destination management companies, specializing in bespoke MICE programs, incentive travel, executive retreats, corporate events, luxury group tours, adventure experiences, and tailor-made journeys across Vietnam and Asia.
Today, we employ approximately 100 travel professionals and event specialists, supported by an extensive network of destination experts, hospitality partners, guides, creatives, and logistics teams throughout the region.
What distinguishes us is our approach to MICE. We do not simply organize meetings and events; we design experiences that inspire people, strengthen teams, and create lasting memories. Modern corporate clients are looking for more than conference venues and gala dinners. They want authentic cultural immersion, sustainability, wellness, purpose, and human connection.
That is why our portfolio ranges from board meetings and incentive programs to leadership retreats, product launches, cruise-based events, voluntourism experiences, and ESG-focused team-building activities. Increasingly, we are seeing clients prioritize meaningful experiences over traditional luxury, a trend that aligns perfectly with our philosophy that “Luxury is Culture.”
TTG MICE: Can you tell us about a major event you have organized this year?
Dr. Phạm Hà: One event that stands out was the celebration of LuxGroup’s 20th anniversary aboard Emperor Cruises Legend in the breathtaking waters of Nha Trang Bay.
The event welcomed approximately 100 guests, including international partners, clients, media representatives, tourism stakeholders, and our own team members. However, rather than hosting a conventional corporate celebration, we wanted the event to reflect who we are and what we stand for.
The anniversary was designed as an immersive journey combining luxury hospitality, Vietnamese culture, gastronomy, music, storytelling, art, and sustainability. Guests experienced sunset cruising, curated culinary experiences, cultural performances, and inspiring conversations about entrepreneurship and the future of responsible tourism.
For us, the most successful events are those that leave an emotional impact. People may forget a presentation, but they rarely forget how an experience made them feel.
Beyond corporate celebrations, we have also organized a number of purpose-driven journeys this year. These include bay-cleaning and marine conservation initiatives, sustainability expeditions in Pù Luông, and voluntourism programs in Hà Giang where participants contributed to community projects, including educational support, solar lighting systems, water tanks, and assistance for disadvantaged children.
These experiences demonstrate how MICE can become a platform for positive social and environmental impact while strengthening organizational culture.
TTG MICE: What do you do to keep your team motivated and engaged?
Dr. Phạm Hà: In hospitality and events, people are everything. Technology can support efficiency, but memorable experiences are created by passionate people.
At LuxGroup®, we believe that happy employees create happy customers. This philosophy guides how we recruit, train, and develop our teams.
We organize regular team-building activities, company retreats, educational trips, cultural outings, volunteer programs, and wellness initiatives. We also invest significantly in professional development through mentoring, leadership training, cross-functional learning opportunities, and international industry exposure.
One aspect of our culture that I value greatly is encouraging entrepreneurship from within. Team members are empowered to propose ideas, develop products, and lead initiatives. Some of our most successful experiences today originated from suggestions made by young team members.
Recognition also plays an important role. We celebrate achievements, reward excellence, and create clear career development pathways. Our goal is not only to build a successful company but also to create a workplace where people can grow professionally and personally.
This people-first approach has helped us maintain a strong company culture even as the organization has grown over the past two decades.
TTG MICE: Do you offer internship or apprenticeship programs?
Dr. Phạm Hà: Absolutely. Developing future talent is one of the most important investments we can make.
For many years, Lux Travel DMC has partnered with universities, hospitality schools, and tourism institutions in Vietnam and internationally to provide structured internship and apprenticeship opportunities.
Students gain hands-on experience across event management, luxury travel design, destination management, marketing, customer experience, sustainability, and operations. We encourage them to participate in real projects rather than simply observe from the sidelines.
Many of our former interns have gone on to become managers, entrepreneurs, and tourism professionals. In fact, some members of our current leadership team began their journey with us as interns.
The tourism industry needs fresh perspectives, creativity, and innovation, and internships provide an excellent pathway for discovering and nurturing future leaders.
TTG MICE: How do you ensure your team consistently delivers high-quality events?
Dr. Phạm Hà: Excellence is never accidental. It is built through preparation, systems, culture, and continuous improvement.
Every event begins with understanding the client’s strategic objectives. We then apply detailed project management processes, quality-control procedures, risk-management frameworks, and sustainability standards throughout planning and execution.
Our teams receive ongoing training in hospitality, event operations, customer service, crisis management, sustainability, and destination expertise. We conduct thorough pre-event briefings and post-event evaluations to capture lessons learned and continuously improve performance.
We also place great emphasis on empowerment. Frontline teams are encouraged to anticipate challenges, solve problems proactively, and make decisions that enhance the guest experience.
While international awards and certifications are valuable indicators of quality, the ultimate measure of success is client satisfaction and repeat business. Many of our corporate clients have been working with us for more than a decade, which speaks to the trust we have built over time.
TTG MICE: CSR and sustainability have become increasingly important in the business events sector. What role do they play at Lux Travel DMC?
Dr. Phạm Hà: Sustainability is no longer optional; it is essential.
At LuxGroup®, CSR is not treated as a standalone activity. It is integrated into our business model and decision-making processes. As a Travelife Certified company, we are committed to creating positive impacts for destinations, communities, and the environment.
Our initiatives include community development projects, voluntourism programs, educational support for disadvantaged children, heritage preservation activities, plastic reduction campaigns, marine conservation projects, and support for rural and ethnic minority communities.
Increasingly, our corporate clients are seeking meaningful CSR components within their events and incentive programs. Rather than simply visiting a destination, they want to contribute to it.
We have seen remarkable engagement when teams participate in activities such as environmental restoration, community support projects, or educational initiatives. These experiences create stronger emotional connections, enhance team cohesion, and leave a lasting legacy beyond the event itself.
Ultimately, we believe tourism should be a force for good. As I often say, business is making money by serving society. When events create value for both participants and local communities, everyone benefits.
This version follows the editorial style typically preferred by TTG MICE—less promotional, more conversational and thought-leadership driven, with substantial answers that showcase expertise, company culture, sustainability credentials, and industry insight.
