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LuxGroup to build a culture of ownership and accountability for Luxers

LuxGroup ( is a prominent business group in Vietnam, known for its luxury travel services and commitment to delivering happiness and touching hearts. The company is built on a foundation of kindness and operates with the philosophy of #Deliveringhappiness and #Touchinghearts. LuxGroup aims to provide world-class, unique travel experiences that showcase Vietnam’s heritage and elevate its values.

The company values creativity, innovation, and the entrepreneurial spirit, following the principles of the Blue Ocean Strategy. LuxGroup aspires to open up the world’s view of Vietnam and its people, both past and present. The organization brings together a team of capable Vietnamese and international professionals who possess intellect, discipline, talent, determination, patriotism, and a strong work ethic.

LuxGroup emphasizes the importance of its employees, referred to as “Luxers,” and considers them integral to its success. The company’s culture is centered around the core values of kindness, righteousness, uprightness, wisdom, and faithfulness. Luxers are expected to embody these values and the company’s mission and vision, which are guided by the 5Ps: Passion, Purpose, People, Planet, and Profit.

The LuxGroup’s commitment to excellence is reflected in its ten regulations for Luxers:

Excellence: Luxers are expected to be experts in their field and to work and serve with dedication and passion.

Passion: Luxers are encouraged to work with enthusiasm and put their heart into every task, no matter how small, to achieve excellence and success.

Attitude: Luxers are reminded that attitude is everything, and their personal purpose should align with the organization’s mission, vision, and values.

Customers first: LuxGroup places the utmost importance on customer satisfaction and views its people as valuable assets. Luxers are expected to go above and beyond to ensure 100% customer satisfaction.

ESG (Environmental, Social, and Governance): LuxGroup operates responsibly, focusing on six pillars: protecting natural resources and the environment, social and community responsibility, job creation, local economic development, customer satisfaction, and company profit.

Individual responsibility: Luxers are encouraged to take personal responsibility when something goes wrong and say, “It is my fault.”

Results-oriented organization: The company values results and emphasizes the importance of achieving excellence. Numerical data is used as evidence of success within the company.

Be active and creative: Luxers are encouraged to approach challenges with a positive mindset and never say “no.” Instead, they should provide two solutions for each problem.

Teamwork: Luxers are expected to work effectively with their teams. Competent and mature individuals are trusted to work without constant supervision.

Integrity: Luxers are expected to be honest, kind, and authentic individuals who think and act with integrity in their words, actions, and results.

LuxGroup draws inspiration from Bach Thai Buoi, a nationalist entrepreneur known as Vietnam’s “king of cruise ships” in the early 20th century.

The company’s founder, Pham Ha, aims to rewrite the story of Vietnam’s cruise industry and corporate culture, guided by the spirit of Bach Thai Buoi.

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