In an era when luxury is increasingly commoditized, LuxGroup has chosen a more difficult path: turning happiness into a measurable, repeatable, and sustainable business philosophy.
Rather than relying on scale or spectacle, LuxGroup operates through a disciplined framework known internally as the 10P—a practical model that translates values into daily decisions, operations, and long-term growth. This is how the 10P works in practice.
Purpose – The Strategic North Star
At LuxGroup, purpose is not a mission statement on a wall; it is the first filter for every investment decision.
Each new brand, cruise, or experience must answer one question: What cultural value does this create for Vietnam and for the guest?
By anchoring strategy in heritage, storytelling, and national pride, LuxGroup positions itself not merely as a luxury operator, but as a cultural institution in motion.
Business result: clarity of direction and strong brand coherence across all ventures.
Passion – The Invisible Asset
Luxury, at its highest level, is emotional. LuxGroup therefore treats passion as a strategic asset, not a soft value.
From recruitment to leadership development, the company prioritizes curiosity, empathy, and cultural sensitivity. Passion shows up in the smallest details: a remembered name, a story told with conviction, a gesture that feels personal rather than trained.
Business result: service excellence that cannot be replicated by automation or price competition.
People – Culture Before Customer
LuxGroup subscribes to a simple belief: you cannot deliver happiness if you do not cultivate it internally first.
The group invests heavily in people—through trust-based leadership, creative freedom, and a workplace culture that values learning and dialogue. When employees feel respected and inspired, hospitality becomes instinctive rather than procedural.
Business result: low attrition, high engagement, and emotionally intelligent service teams.
Place – When Destination Becomes the Product
Instead of treating products as standalone offerings, LuxGroup places Place at the center of value creation.
Rivers, bays, old quarters, and historic wharves are not backdrops—they are the core experience. Architecture, cuisine, music, design language, and even service rhythm are shaped by geography and local memory.
In LuxGroup’s model, place is the product.
Business result: authenticity that cannot be copied or outsourced.
Planet – Luxury with Accountability
Sustainability at LuxGroup is operational, not rhetorical.
The company integrates ESG principles into vessel design, sourcing policies, waste management, and community engagement. Luxury, in this view, must be regenerative—enhancing destinations rather than exhausting them.
Business result: long-term viability and growing trust among conscious global travelers.
Partnership – Building Ecosystems, Not Supply Chains
LuxGroup favors long-term partnerships over transactional relationships. Artisans, performers, communities, and global allies are treated as co-creators rather than vendors.
This ecosystem approach strengthens resilience while preserving authenticity and shared value.
Business result: stable operations and deep-rooted local legitimacy.
Profit – The Outcome, Not the Objective
Profit is essential—but never isolated from purpose.
LuxGroup sees financial performance as a consequence of value creation, not its replacement. Revenue is reinvested into people, culture, innovation, and sustainability, reinforcing a virtuous cycle.
Business result: healthy margins aligned with long-term brand equity.
Pride – Built with Confidence, Made in Vietnam
Pride is the internal engine of LuxGroup’s ambition.
From Vietnamese-built vessels to stories told with confidence on the global stage, the group positions Vietnam not as an emerging destination, but as a source of refined, world-class luxury.
Business result: strong internal identity and rising international recognition.
Promise – The Ultimate Differentiator
Every LuxGroup journey carries an implicit promise: to be personal, cultural, safe, and sincere.
The company would rather decline growth opportunities than compromise that promise. In a trust-driven luxury market, credibility is the rarest currency.
Business result: loyalty, repeat guests, and enduring reputation.
From Philosophy to Competitive Advantage
The 10P of LuxGroup functions as more than a value framework—it is a management system that aligns culture, strategy, and execution.
In redefining luxury through place, people, and purpose, LuxGroup demonstrates a powerful insight:
true differentiation does not come from scale, but from meaning.
In a global market searching for authenticity, that may be the most valuable proposition of all.
Luxury is Culture.
Leadership is Service.
Delivering Happiness is the Business.