Lux Cruises Group Repositions the Emperor Brand with Two Distinct Lines: Emperor Sails & Emperor Cruises
Nha Trang, June 2025
In a strategic move to strengthen brand recognition and elevate the guest experience, Lux Cruises Group officially announces the repositioning of its prestigious Emperor brand into two distinct product lines: Emperor Sails and Emperor Cruises. This refined brand architecture enhances clarity between sail-powered and non-sail vessels while preserving the signature royal spirit that defines the Emperor legacy.
Two Product Lines – One Timeless Spirit
Rooted in the opulent lifestyle of Emperor Bảo Đại, the last monarch of Vietnam, both new lines retain the essence of regal elegance, artistry, and storytelling that has become synonymous with the Emperor brand.
• Emperor Sails
Designed for 50 guests, Emperor Sails embodies the romance of the sea with traditional sails, artistic interiors, and nostalgic charm. It offers a refined yet intimate experience that captures the spirit of traveling with the wind and sun of Vietnam – slow, soulful, and poetic.
• Emperor Cruises
With a sleek, modern design and capacity for 99 guests, Emperor Cruises delivers a vibrant and sophisticated lifestyle experience. Embracing contemporary luxuries and dynamic activities, it is tailored for modern travelers seeking curated, all-inclusive cruising amid exceptional comfort.
Despite their differences in form, both lines share the same brand DNA: immersive experiences that awaken the senses, blending heritage, art, royal style, and personalization. Each moment is curated to evoke emotions, offering deeper connections with Vietnam’s coastal culture and natural splendor.
A Signature Fleet That Embodies the Spirit of the Sea
The Emperor fleet currently includes:
• 01 luxury overnight cruise ship
• 02 floating restaurant vessels for culinary and event experiences
• A collection of high-speed boats, tenders, and logistics vessels for seamless operations
Each vessel in the Emperor collection is envisioned not just as a means of transportation but as a floating palace of culture and elegance, inspired by the golden age of Vietnamese royalty and artistic expression.
Highlight Destination: Emperor Cruises Nha Trang
Debuting in the enchanting waters of Nha Trang Bay – recognized among the world’s most beautiful bays – the new Emperor Cruises yacht (99 guests) elevates day cruising to a new level. It is an invitation to explore coastal treasures through bespoke itineraries and curated experiences.
Signature offerings include:
• Private limousine transfers, unlimited drinks, and gourmet fine dining set to live music and royal ambience
• Half-day or full-day journeys to floating fishing villages, hidden beaches, and turquoise waters
• Leisure activities such as kayaking, stand-up paddle boarding, snorkeling, scuba diving, and sunbathing
• Special stop at Bích Đầm, a secluded offshore paradise where guests can snorkel or dive in crystal-clear waters among coral reefs
From sunrise to sunset, guests are immersed in an experience where heritage meets hedonism – and every voyage becomes a story worth remembering.
The Ultimate Venue at Sea
Emperor Cruises also redefines the concept of luxury events on water. Its versatile spaces are ideal for:
• Weddings, product launches, corporate gatherings, and VIP meetups
• Photo and video productions that require cinematic backdrops
• Workshops, training sessions, and board meetings held in a fresh, inspiring maritime setting
With meticulous attention to detail, professional hospitality, and world-class service, Emperor Cruises offers not only a journey but a stage for unforgettable moments.
Sailing into the Future with Vision
Recognized nationally and internationally for excellence, Lux Cruises Group operates a prestigious portfolio of three brands: Emperor, Heritage Cruises, and Amiral Cruises for Presidents. The group now owns and operates eight vessels, including four signature cruise ships alongside a fleet of tenders and high-speed crafts.
Looking ahead, Lux Cruises Group is set to expand its fleet to 30 vessels within the next decade, navigating Vietnam’s most scenic bays, rivers, and coastal routes. The goal: to become the leading force in luxury experiential cruising in Vietnam – a harmonious fusion of art, culture, sustainability, and emotion.
