From Childhood Dreams to a Luxury Empire: The Story of LuxGroup and CEO Pham Ha
In 1985, a 10-year-old boy named Pham Ha embarked on his first voyage aboard the Thong Nhat ship from Hai Phong to Nha Rong Wharf in Saigon. That journey ignited a lifelong dream to create uniquely Vietnamese luxury cruises. Forty years later, Pham Ha, now the Founder and CEO of LuxGroup, is turning that dream into reality by building a leading luxury service empire that bridges culture, history, and tourism.
The Journey of “Great Little Giants”
Established in 2005, LuxGroup has cemented its position as a group of “great little giants” in the travel and tourism industry, targeting the high-end segment with customers willing to spend over $500 per day. Although this market accounts for only 5% of visitors at each destination, LuxGroup has successfully captured it with its ecosystem of five subsidiaries: luxury cruises, travel agencies, fine dining, hospitality, and limousine transport.
Launched in 2014, Lux Cruises Group now generates over 50% of LuxGroup’s total revenue, achieving $20 million last year. Operating under two flagship brands, Emperor Cruises and Heritage Cruises, the group manages six vessels and serves three main regions: Halong Bay, Bai Tu Long Bay, Lan Ha Bay, and Nha Trang.
Boutique Cruises: Where Culture Meets Luxury
More than just providing cabins or trips, Lux Cruises delivers unique experiences that merge Vietnam’s rich cultural heritage with luxury. Each vessel tells its own story: Emperor Cruises recreates the opulent lifestyle of Emperor Bao Dai, while Heritage Cruises honors the legacy of shipping magnate Bach Thai Buoi.
“We chose the hard road, but it’s the one that creates true value,” says Pham Ha. This distinctiveness has earned Lux Cruises a loyal clientele, with some returning over 10 times for the unparalleled experience.
Employees as Cultural Ambassadors
A key factor in Lux Cruises’ success is its team. Carefully trained, they are fluent in multiple languages and deeply knowledgeable about art and heritage. The group’s MAGIC training model—Meaningful, Autonomy, Growth, Impact, and Connection—ensures that every employee embodies the boutique spirit, creating lasting impressions on guests.
Big Dreams Ahead
In 2025, marking his 50th birthday, Pham Ha plans to launch two new 299-passenger vessels: one under the Amiral Cruises brand on the Saigon River, narrating the story of President Ho Chi Minh’s historic journey from Nha Rong Wharf, and another in Nha Trang Bay to coincide with the Sea Festival in June.
Looking further, Pham Ha envisions building a fleet of Made-in-Vietnam ships flying the Vietnamese flag, connecting Halong Bay to the Saigon River, and even venturing into international waters. “The spirit of nobleman Bach Thai Buoi and the memories of my childhood compel me to make this dream a reality before I die,” he says.
Connecting Heritage with the Future
LuxGroup is not just a business; it is a symbol of connection between the past and the present. Under Pham Ha’s visionary leadership, LuxGroup continuously innovates, helping position Vietnam as a top global destination for luxury travelers.
Led by a man whose love for the sea was born in his youth, LuxGroup offers more than experiences—it tells stories that touch the hearts of travelers.
Forbes Vietnam
