“The Vietnamese Essence” in LuxGroup® – Discipline, Resilience, and the Aspiration to Rise Beyond
For two decades, LuxGroup® has been more than Vietnam’s pioneering luxury travel and cruise corporation. It embodies “The Vietnamese Essence” – the distilled spirit of resilience, discipline, positivity, adaptability, and aspiration that defines a nation determined to rise with pride and purpose.
Aspiration – The Spark of a Dream
Aspiration fuels the Vietnamese spirit — daring to dream big, think differently, and act boldly. For Dr. Pham Ha, Founder and CEO of LuxGroup®, this aspiration transformed a modest startup into Vietnam’s leading luxury travel group.
From its first boutique cruise to the creation of Vietnam Waterways® – envisioned as the maritime counterpart to Vietnam Airlines – LuxGroup® channels its national pride into each journey, showcasing Vietnam’s culture, art, and humanity to the world.
Discipline – The Foundation of Excellence
At LuxGroup®, discipline is not constraint; it is freedom built on integrity and precision. Every Luxer, from captain to concierge, embodies an unwavering commitment to quality. Discipline manifests in punctual voyages, meticulous service, and ethical leadership — forming the new benchmark of Vietnamese excellence in global hospitality.
Resilience – The DNA of Vietnam
Resilience is deeply rooted in both the nation and LuxGroup®. Over two decades of storms, pandemics, and crises, the group never faltered — instead, it adapted, innovated, and emerged stronger. That resilience has transformed LuxGroup® into a symbol of perseverance and progress, proving that Vietnamese enterprises can not only survive but thrive on the world stage.
Positivity – The Energy of Happiness
LuxGroup® believes that positivity generates happiness. Guided by the philosophy “Luxury is Culture,” every guest experience becomes a celebration of emotion, empathy, and cultural pride. Hospitality, for LuxGroup®, is not a transaction — it is a human connection, crafted with heart and purpose.
Adaptability – The Key to the Future
In a rapidly changing world, adaptability defines survival. LuxGroup® continually reinvents itself — embracing technology, digital transformation, and ESG principles. Its Travelife Certified sustainability roadmap reinforces the group’s commitment to responsible luxury and to Vietnam’s 2045 vision of prosperity.
Together, these five values form “The Vietnamese Essence” — a timeless identity of aspiration, discipline, resilience, positivity, and adaptability.
Within LuxGroup®, they are not slogans but a way of life — a living philosophy that reflects Vietnam’s enduring spirit and its boundless ambition to inspire the world.