Tapping into the high-end customer segment.
According to Mr. Pham Ngoc Loi, Director of Innovation Technology at Phu Long Real Estate Group, global luxury tourism continues to grow, with high-end travel sales increasing by approximately 12% and bookings valued at over $50,000 increasing by about 35% compared to 2024.
Da Nang city possesses many favorable conditions to enter this segment. These include a system of high-end resorts, an international airport capable of serving passengers arriving by private jet, experience in successfully organizing international events, a rich local culinary and cultural heritage, and the increasingly strong participation of technology and innovation companies in the hotel industry.
However, to become a truly luxury destination, Da Nang needs to overcome several gaps, such as: inconsistent service quality, an insufficiently clear high-end brand narrative, inadequately managed customer data, improved security and privacy standards, and more sophisticated design of exclusive experiences.
The Côte d'Azur, with Nice, Cannes, and Monaco, is particularly attractive due to its symbolic value, history, art, Mediterranean lifestyle, and association with the international elite.
From a market perspective, Mr. Cao Tri Dung, Chairman of the Da Nang Tourism Association, believes that the three core requirements of high-end Vietnamese tourists when choosing travel packages to Nice, Cannes, and Monaco are privacy, seamless service, and exclusive experiences. Requirements such as business or first-class air tickets, fast-track airport services, visa assistance, new luxury cars, professional drivers, culturally knowledgeable tour guides, 24/7 concierge service, and the ability to flexibly handle unforeseen requests are considered fundamental standards.
Aiming for a deeper cultural experience.
Within the framework of cooperation between DNITT - Da Nang International Institute of Technology, Université Côte d'Azur, and the Da Nang Tourism Association, the IMTECAD 2026 international conference, themed "Luxury Tourism," was held in Côte d'Azur (France) on June 16th and 17th, opening up opportunities for cooperation between Da Nang and iconic destinations in Southern France such as Nice, Cannes, and Monaco.
Technology experts, tourism businesses, and international partners discussed trends in luxury tourism development, focusing on topics such as: the application of artificial intelligence and innovation to luxury tourism in Da Nang; and what capabilities Da Nang and tourism businesses need to prepare to serve this group of customers.
Besides high-end accommodation and transportation services, "hard-to-reach" experiences are what differentiate luxury travel.
For high-end customers, the value of a trip lies in the level of personalization and the feeling of accessing unique experiences. Therefore, the model of collaboration between travel agencies, hotels, and Destination Management Companies (DMCs) in Europe with partners in Vietnam has enormous potential.
In this model, the European side acts as the destination expert, designing the product and ensuring local operations; the Vietnamese side serves as a direct link to customers, understanding consumer psychology, cultural habits, security requirements, and the high-end customer network. This is not just about selling tours, but a process of co-creating products, where each journey is considered a "service masterpiece" tailored specifically to each customer.
Mr. Pham Ngoc Loi also noted that when high-end Vietnamese customers travel to the Côte d'Azur, they need private, sophisticated, secure, and personalized itineraries.
When Da Nang wants to attract a similar influx of tourists, the city also needs to build corresponding service capabilities such as: a digital concierge system - a virtual assistant platform to support customers, online reputation management, demand forecasting, culturally segmented customer groups, training of butler-concierge teams (housekeepers and service support specialists), building a database of local culture and cuisine, and establishing standards for data protection.
To effectively tap into this market, Vietnamese businesses can bring high-end customers to Nice, Cannes, and Monaco through bespoke products tailored to the tastes and demands of Vietnamese tourists. Additionally, Da Nang city can learn from international luxury destinations about branding, service operation, privacy protection, and creating exclusive experiences to upgrade its tourism products.
Source: https://baodanang.vn/ket-noi-he-sinh-thai-du-lich-xa-xi-voi-phap-3341615.html
![[Photo] Prime Minister Le Minh Hung presides over the thematic session on promoting science and technology development and innovation.](https://vphoto.vietnam.vn/thumb/1200x675/vietnam/resource/IMAGE/2026/06/23/1782207872934_ndo_br_dsc-1724-jpg.webp)
