From handcrafted cruises to floating museums, LuxGroup® and its visionary Founding President & CEO Dr. Phạm Hà are proving that true luxury isn’t excess — it’s emotional connection, authenticity, and cultural pride.
Luxury Is Culture
What does luxury mean in a world searching for meaning?
For Dr. Phạm Hà, Founding President & CEO of LuxGroup®, it is not about gold-plated suites or fleeting indulgence.
“Luxury is culture,” he says. “It’s about the depth of emotion, the sense of belonging, and the connection between people, place, and purpose.”
Two decades after its founding, LuxGroup® has grown from a small Hanoi-based tour company into Vietnam’s leading luxury travel ecosystem — an archipelago of “small giants” including Lux Travel DMC®, Lux Cruises Group®, Lux Hotels & Resorts®, and Lux Art Collection®. Each brand sails by the same compass: heritage, sustainability, and happiness.
“Luxury is not what you see. It’s what you feel,” Dr. Hà explains. “We don’t sell cruises or hotels; we curate emotions. Every voyage tells a Vietnamese story.”
Sailing Through Heritage
Aboard Heritage Cruises Bình Chuẩn®, Emperor Cruises®, or Amiral Cruises for Presidents®, travelers are immersed in living history.
Inspired by Vietnam’s first shipowner Bạch Thái Bưởi, who launched the legendary Bình Chuẩn in 1919, Lux Cruises Group® revives the spirit of “The King of Ships” with contemporary grace and soul.
Every suite doubles as a floating art gallery showcasing works from the Lux Art Collection® — especially those of Vietnam’s “Picasso,” Phạm Lực.
Cuisine celebrates regional terroir paired with Vietnamese wines, while onboard performances narrate the nation’s epic from the Nguyễn Dynasty to today’s maritime renaissance.
“We call it Sustainable Luxury by Heritage,” Dr. Hà notes. “Our cruises don’t just sail through the bay — they sail through time.”
Small Giants, Big Impact
LuxGroup® champions an ethos of doing well by doing good. Each journey uplifts coastal communities, artisans, and traditions. With Travelife Certification and measurable ESG goals, sustainability here is more than policy — it’s practice. From eliminating single-use plastics to empowering women artisans in fishing villages, LuxGroup® turns luxury into shared prosperity.
“True sustainability begins with respect — for culture, for people, and for the planet,” says Dr. Hà. “We are small giants because we grow with purpose, not size.”
Vietnam Waterways® 2045 — The National Vision
At the heart of LuxGroup®’s long-term ambition lies Vietnam Waterways® 2045, a national vision to transform Vietnam into Asia’s leading river-and-sea tourism nation, the maritime counterpart to Vietnam Airlines.
Under the banner “Luxury is Culture – Delivering Happiness,” the initiative seeks to revive 4,000 years of riverine civilization, integrating art, ESG-driven innovation, and cultural storytelling into every voyage.
By 2045, Vietnam Waterways® aims to:
• Establish a unified national cruise network connecting the Red, Perfume, and Mekong Rivers to the open sea.
• Showcase Vietnam’s heritage through floating museums, culinary routes, and art residencies at sea.
• Position Vietnam as the Pride of Asia on Water — a country whose prosperity flows from cultural depth and sustainable blue economy growth.
Here, luxury isn’t imported; it’s inherited — found in the warmth of hospitality, the artistry of cuisine, and the poetry of landscape.
“Luxury is cultural pride expressed through service — where happiness is both the journey and the destination,” Dr. Hà affirms.
A Quiet Revolution at Sea
In an era where travelers seek meaning over material, LuxGroup® embodies a quiet revolution. Its ships glide not only across Vietnam’s seas but through its soul — each voyage a gentle reminder that the most enduring luxury is human connection.