Elevating Vietnam's tourism brand from high-end customers

Opportunity to attract high-end international guests

Data compiled from the Google Destination Insights travel trend tracking tool shows that international searches for Vietnam tourism have grown by 10%-25% since the beginning of the year, ranking 7th in the world . Vietnam is also the only destination in Southeast Asia in the top 10, far surpassing some countries in the region such as the Philippines, Singapore, Thailand, Indonesia, and Malaysia.

In recent times, the appearance of famous tourists such as billionaire Bill Gates in Da Nang ; the weddings of Indian billionaires held at famous destinations in Vietnam; or the image of two American millionaires visiting and experiencing Ha Giang, Quang Ninh at the beginning of the year... have created a positive effect, attracting the attention of the global elite to Vietnam.

According to tourism experts, international visitors to Vietnam love the natural landscape, cuisine and local culture. Luxury guests who often stay long and spend a lot will choose different product lines that require high environmental quality and sustainable management.

According to LuxGroup Chairman Pham Ha, high-end international tourists often travel longer and have higher spending power. This type of customer often likes green products, destination-friendly products, yachts, golf, agricultural tourism, cuisine, “no carbon” tours... Therefore, tourism businesses and destinations need to focus on these factors to increase the number of high-end tourists coming to Vietnam.

Assessing the potential to attract high-end international tourists, Director of the Vietnam National Administration of Tourism Nguyen Trung Khanh said that Vietnam has all the elements to become a leading destination for high-end international tourists, thanks to its unique culture, diverse cuisine and famous scenic spots.

With the aim of enhancing the image, spreading the national tourism brand and attracting more international visitors, especially from the high-end market segment, this May, the Vietnam National Administration of Tourism introduced the Vietnam tourism program in 3 countries: Italy, Switzerland and France. It is expected that in 2025, the National Administration of Tourism will implement 7 large-scale international tourism promotion programs, with the participation of many localities and businesses.

Build unique products

Luxury travelers are looking for high-quality, exclusive experiences. According to research by Oxford Economics, global economic consulting firm, travelers are willing to pay around $250 a day for luxury services.

Types of tourism such as golf, scuba diving, MICE tourism (conferences, seminars), yachting, wildlife exploration and cave exploration are being developed by many businesses to meet the diverse needs of this group of customers.

For high-end customers, class lies in the sophistication of service, the originality of local culture and the ability to create unique experiences. (Illustration: P'apiu Resort)

Tourism experts say that in order to attract high-end tourists, it is necessary to deeply understand their needs and expectations. This is a special group of customers, with high demands for quality, privacy and personalization in every experience. Using popular tourism products to serve this group of customers will be ineffective and may cause them to lose sympathy for the destination.

For high-end customers, class lies in the sophistication of service, the originality of local culture and the ability to create unique experiences. From accommodation space, service style, to each dish and drink, all are individually designed to suit the preferences, habits and lifestyle of each individual. Therefore, the tourism industry needs to shift from the mindset of "selling what you have" to "providing what customers need", especially in the high-end sector.

LuxGroup Chairman Pham Ha said: When targeting the high-end customer segment, it is important to create harmony in the way of conveying messages, product design, service thinking and aesthetic taste. Only then can we reach the expectations and class they expect.

According to Mr. Pham Ha, for luxury customers, cost is not the main deciding factor, accounting for only about 5%, the remaining 95% depends on the quality of service, the professionalism of the service team and the emotional experience that the destination brings.

“They choose Vietnam not only for relaxation but also to enjoy memorable moments, where they feel respected, inspired and truly connected to the destination. Therefore, it is necessary to invest and expand unique products such as luxury cruises, eco-resorts, green destinations...

To do that, the Vietnamese tourism industry needs to change its mindset from mass service to personalized and classy service. Only when we understand and act in that spirit can we sustainably conquer and retain high-end customers,” said Mr. Pham Ha.

Vietnam’s tourism industry needs to change its mindset from mass service to personalized and high-class service. Only by understanding and acting in that spirit can we sustainably conquer and retain high-end customers.

Chairman of LuxGroup Corporation Pham Ha

To effectively welcome international visitors, especially to attract high-end tourists, Flamingo Redtours General Director Nguyen Cong Hoan believes that high-end tourists are a group with high spending ability, sophisticated taste and are willing to invest in different things. Therefore, to effectively attract this segment, the tourism industry needs to build a synchronous and high-end service ecosystem, from experience products to accommodation and aviation.

According to Mr. Nguyen Cong Hoan, tourism products for high-end customers need to be personalized according to their interests and needs, while also providing new and unique experiences. Instead of exploiting the low season with cheap prices, it is necessary to guide customers to choose the most ideal time of the year to optimize the experience. For high-end tours, the tour guide team also needs to meet higher standards. Tour guides are not only the ones who carry out procedures, but also consultants, capable of accompanying and inspiring tourists in every activity.

Another important factor is the shift from mass to depth service. “Group bookings to reduce costs used to be popular, but are not suitable for high-end customers, because they reduce the level of care and do not meet the need for personalization - a key factor for this group of customers,” said Nguyen Cong Hoan.

The increase in high-end international tourist flows will be a golden opportunity for Vietnam to enhance its national tourism brand. With a unique tourism product development strategy, appropriate attraction policies and close cooperation between stakeholders, Vietnam can absolutely become a top attractive destination for the global elite.

Source: https://nhandan.vn/nang-tam-thuong-hieu-du-lich-viet-nam-tu-dong-khach-cao-cap-post878270.html