LuxGroup – The Art of Experiential Luxury
From Vietnam to the World: A Vision Rooted in Heritage, Elevated by Passion
At the heart of Asia’s luxury travel renaissance stands LuxGroup – a name that speaks not only of elegance, but of purpose. Founded by Dr. Phạm Hà, a visionary entrepreneur and cultural storyteller, LuxGroup has transcended the definition of a travel company. It is, instead, an ecosystem of elevated experience – encompassing cruising, high-end hospitality, fine dining, boutique resorts, agritourism, the arts, and curated digital experiences.
Every journey curated by LuxGroup is a reflection of its founder’s belief: business is human, service is spiritual, and travel is a celebration of culture and connection.
A Collective of Dreamers, Doers, and Disruptors
At its core, LuxGroup is a people-centric collective. It is a family of passionate professionals – artisans of experience – who thrive on innovation, entrepreneurship, and sustainability. Empowerment is its cornerstone: ownership is entrusted not only to brand partners, but to every single team member. Culture is the compass, and excellence is non-negotiable.
LuxGroup operates not just as a business but as a cultural movement. It adheres to the UN’s Sustainable Development Goals, infuses global best practices into its operations, and offers strategic consulting that helps fellow visionaries lead with heart and build cultures of impact.
From Passion to Purpose, and Profit as a Byproduct
As Dr. Phạm Hà often says, “Service is happiness. Happiness is our profession.”
In a world of relentless metrics and cutthroat margins, LuxGroup charts a different course – one where joy is both the means and the end. The company’s ethos is grounded in a sense of calm clarity – a state of mind that invites generosity, empathy, and leadership from the heart. For this entrepreneur, business is not a battleground, but a stage for storytelling and service.
“I have a dream,” says Hà, “to take Vietnam’s cruising culture global, to craft journeys that are soulful and sustainable, and to build something greater than profit – to build a legacy.”
That dream sets sail with every voyage of Emperor Cruises and Heritage Bình Chuẩn – handcrafted vessels that echo the heritage of Vietnam and the legacy of King of the Ships, Bạch Thái Bưởi. Every ship is a floating museum, every journey a moving meditation.
The Customer as Employer, the Team as Brand Ambassadors
In the LuxGroup universe, there is one true boss: the customer. This is not a slogan; it’s a doctrine.
Each team member, from driver to CEO, is trained to recognize that the guest pays their salary. This philosophy translates into a culture of radical accountability, deep emotional intelligence, and consistent excellence.
New employees undergo intensive orientation: the “Ten Lux Laws,” emotional intelligence training, and the art of micro-moments – from picking up litter instinctively, to smiling from the heart with a hand on the chest in a traditional Vietnamese gesture of sincerity. Every Luxer is a cultural ambassador, attuned to both the soul of the company and the heart of the guest.
Redefining Bespoke: A Billionaire’s Playground
Recently, a group of Russian billionaires embarked on a one-of-a-kind, six-night voyage aboard Heritage Bình Chuẩn – a floating work of art inspired by Vietnam’s golden age of maritime legacy. With private chefs, bespoke itineraries, and sunrise-driven adventures, each moment was personalized, from name-engraved place settings to curated art tours onboard.
This is not mass-market tourism. This is ultra-luxury, designed for the 3% who seek rarity, authenticity, and soul.
“Luxury isn’t about gold-plated fixtures,” Hà explains. “It’s about knowing a guest’s name, anticipating their rhythm, and offering something that moves them.”
Vietnam, he believes, holds immense untapped potential for the luxury segment. “We are not chasing crowds. We are designing for connoisseurs.”
Next: The Art of the Wow
Heritage Bình Chuẩn has become more than a vessel – it is a destination in itself. Honored by international travel publications as a “floating masterpiece,” the ship is already legendary. But Hà believes in constant reinvention.
Coming soon are two new ships – one for Nha Trang and Phú Quốc, the other for Lan Hạ Bay – each with a 200-guest capacity and a nightly heritage show on the sea. These are not ships. They are stages.
From sunset live music and fine art tours to floating tea parties and open-air beach bars, LuxGroup is crafting “wow moments” that stimulate body, mind, and spirit.
Books are published onboard to enrich the intellectual journey. Cultural rituals – such as drumming to invite guests to dinner, as in an old village festival – stir emotion. Everything is curated, everything is soulful.
Sailing Forward with Legacy and Soul
Dr. Phạm Hà is not merely building a travel empire. He is cultivating a philosophy – of enlightened entrepreneurship, cultural pride, and service with soul.
In the face of adversity, he remains steadfast. “When we cannot change the wind, we adjust our sails. Together, we sail home.”
LuxGroup – Redefining Asian Luxury, One Soulful Journey at a Time.
📍 Headquarters: 456 Lạc Long Quân, Nhật Tân Ward, Tây Hồ District, Hanoi
🌐 Website: www.luxgroup.vn
