LuxGroup: Beyond Service, It Is Hospitality – Happiness as a Mission
HR Asia: Congratulations to LuxGroup on being named one of the “Best Companies to Work for in Asia 2025.” What does this award mean to you and the company?
Dr. Pham Ha (Founder & Chairman, LuxGroup):
This is a proud milestone in LuxGroup’s 20-year journey. The award not only recognizes the relentless efforts of nearly 300 Luxers but also affirms a principle we have always held true: when a company places human happiness at the heart of its mission, every other value – from service and brand reputation to sustainable development – is elevated.
LuxGroup began with nothing more than a laptop and the belief that “travel can change lives.” Today, we are proud that from this modest aspiration, a Vietnamese tourism–culture–arts group has been recognized at the continental level.
HR Asia: You often emphasize “happiness.” What exactly does the philosophy of “Happy Travel” mean at LuxGroup?
Dr. Pham Ha:
For us, happiness is not a final destination but a way of life, experienced every day. At LuxGroup, every Luxer is encouraged to live with passion, be inspired, be recognized, and grow. This is the culture that defines us.
We always stress: “Beyond service, it is service from the heart – the true spirit of hospitality at Luxers.” Only when our people are genuinely happy can they extend that happiness to guests and to the community. This is the essence of “Happy Travel” – where each journey is not just a trip, but a deeply human and meaningful experience.
HR Asia: LuxGroup’s “5P + 3P” organizational model is gaining attention. Could you elaborate?
Dr. Pham Ha:
LuxGroup operates under the “5P + 3P” philosophy:
• 5P: Purpose, Passion, People, Planet, Profit.
• 3P: Place (workplace culture), Partnership (sustainable collaboration), Prosperity (shared growth – including Pride, Peace, and Personal Growth).
This means we measure success not only by revenue or profit, but also by the happiness of our people, our contribution to the community, and our responsibility to the planet. These have been the foundations for LuxGroup’s sustainable growth over the past two decades.
HR Asia: After 20 years, LuxGroup has evolved into a complete ecosystem. Could you highlight some of its milestones?
Dr. Pham Ha:
Since 2005, LuxGroup has grown into a tourism–culture–arts ecosystem with multiple brands:
• Lux Travel DMC: Vietnam’s first luxury tour operator, Travelife Certified 2025.
• Emperor Cruises, Heritage Cruises, Amiral Cruises: boutique cruise lines integrating heritage, art, and immersive experiences in Ha Long, Nha Trang, and Saigon.
• LuxTransco: premium transport services with limousines, Mercedes-Benz, and 45-seat coaches.
• LuxArts Collection: one of Vietnam’s largest private art collections and auction platforms, with more than 1,000 works – including 10% of the lifetime oeuvre of master painter Pham Luc.
• Lux Hotels & Resorts, Elegant, Secret, Vi Vietnam: heritage hotels and restaurants, plastic-free, rooted in art and local culture.
Each year, we serve over 100,000 upscale international travelers and have earned dozens of global awards such as the World Travel Awards, World Cruise Awards, Travel + Leisure Luxury Awards – and now, HR Asia 2025.
HR Asia: You have often highlighted people development. How exactly does LuxGroup invest in its team?
Dr. Pham Ha:
We allocate 5% of annual profits to human development – from training and mentoring to programs enhancing physical and mental well-being. At LuxGroup, every Luxer has the opportunity to grow personally while contributing to the organization’s growth.
We build a workplace where employees don’t just work, but also find meaning, joy, and pride. That is why LuxGroup is called the home of “Great Small Giants” – individuals who may seem small on their own, but together, create something extraordinary.
HR Asia: What is LuxGroup’s vision toward 2045?
Dr. Pham Ha:
By 2045, our goal is to operate 30 boutique cruises flying the Vietnamese flag, connecting coastal routes and international ports. At the same time, LuxGroup will continue to champion the model of “Happy Tourism – Sustainable Development – Humanistic Art.”
I believe that by staying true to authentic values and serving from the heart, Vietnam can rise as a world-class tourism nation – where Vietnamese brands are respected and celebrated globally.
Closing Thoughts
This conversation with Dr. Pham Ha shows why LuxGroup was named one of Asia’s Best Companies to Work for in 2025. More than a tourism–culture–arts enterprise, LuxGroup embodies a philosophy: “Hospitality at the Heart – Hiếu khách từ tâm.”
It demonstrates that true hospitality begins with genuine care for people – employees, customers, and communities alike. For LuxGroup, happiness is not an endpoint but a shared journey, leading to sustainable growth, meaningful impact, and lasting success.
