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Tuesday 25 February 2014
Monday 24 February 2014
A Voice from Vietnam
Vietnam tourism’s image crisis
Vietnam tourism faces an image crisis due to a lack of a vision, PR and marketing. The country’s suppliers such as hotels, cruise and tour operators, aim at quality tourism but its official bodies and VNAT seem to focus on increasing the numbers of visitors. The private sector finds it hard to promote luxury tourism and Vietnam because of the lack of opportunities, and therefore lags behind competitors such as Thailand and Malaysia.
Writer Pham Ha is the founder and CEO of Luxury Travel Ltd , Vietnam’s first luxury tour operator.
Vietnam’s rise as a luxury tourism destination
Luxury travel means different things to different people but nowadays it is as much about the experience as about the standard of accommodation. It is also about having exclusive access or meeting people. Also it is about the highest levels of service from start to finish.
Vietnam offers a magical mix of tropical beaches, post-colonial charm, a string of world heritage sites, stunning inland scenery, world-renowned cuisine and a home-grown flair for hospitality. According to travel industry insiders and travel publications, Vietnam is now one of the top ten destinations in Asia, with luxury the fastest-growing segment.
Vietnam is now tempting luxury travelers with new boutique hotels, experiences and tours, such as flying to Halong Bay from Hanoi by helicopter. Vietnam’s tourism infrastructure has improved dramatically and with iconic colonial properties like the Sofitel Legend Metropole in Hanoi, a fast-growing list of modern luxury and spa destinations and recently opened golf courses, the launch of luxury yacht and river cruise services ensure stress-free journeys away from the busy roads. Such improvements account for the country’s recent growth in popularity.
The next upcoming destination in Vietnam is the archipelago of Con Dao with its intimate villa resort and undeveloped beaches. The beach town of NhaTrang is a popular beach haven for holidaymakers, and now just 90 minutes north of Cam Ranh Airport is Vinh Hy Bay where the Amanoi, the latest property by Aman Resorts, is located on a secluded beach.
These few places alone show that Vietnam has so much to offer upscale travellers, but I do not see any emphasis on the luxury market in the country’s long-term planning. Vietnam is still a relative travel bargain, even for those who don’t normally concern themselves with cost. Travelers on a high-end itinerary can expect to pay from $3,000 to $3,500 per person for a seven-day tour, although many are priced at more than $1,000 per day, per traveler.
What are the requirements of luxury travellers?
Luxury travellers are usually FITs, not group travellers, and they demand personal service. They are generally experienced, informed, well-traveled and adventurous, but with an eye for value for money. The age range is varied, some younger people with money but less time, and older travellers who have both time and money.
There has never been a better time to promote travel to Vietnam because of the wide selection of deluxe hotels, the country’s tradition of excellent service, the improvement of the infrastructure as well as ease of access with an ever increasing number of airlines now flying to both Hanoi and Ho Chi Minh City.
The ‘can do’ attitude of the Vietnamese means that itineraries can be designed to meet the tastes and budget of all travelers whether they want to stay in international-standard hotels or intimate, stylish boutique hotels; explore in a limo or experience the country up close on the back of a Minsk motorbike; cruise Halong Bay or, for those short of time, fly over in a helicopter; and dine in smart international restaurants or savour the delicate flavours of Vietnamese food in refined colonial villas.
Image Crisis
It is strange that many people still associate Vietnam with a war after many year of reunification. This clearly means that Vietnam does not promote its image as a peaceful country very well and loses out on potential business, in particular from long-haul destinations.
Some people think Vietnam is a very poor destination, only suitable for backpackers, and it is hard to convince them that Vietnam has many quality tourism products, world-class beaches and fine cuisine. But all the while VNAT focuses on the number of tourists and not encouraging high-spending travelers then the country will continue to have an image crisis.
It is crucial that VNAT creates a brand that positions Vietnam as a destination for discerning travellers. At the moment many people come to Vietnam because they have received good reports from friends and relatives who have already visited, not because of a meaningful marketing campaign.
If VNAT positions Vietnam as a cultural destination, travelerswill only visit once, but if we promote ourselves as a holiday destination with beautiful beaches, fun activities, entertainment, shopping, new products, an improving infrastructure, and new destinations opening every year, holidaymakers will come back again and again.
We are unable to attract more cruises passengers if our seaports are poor with no specific facilities for travelers. Airports must provide VIP services on the ground so that private jets and more luxury airlines fly here. Hotel classifications do not meet expectations and damage the image of high-end tourism in Vietnam. These negatives are because VNAT does not focus on the niche luxury market like our competitors in Thailand and Malaysia.
Vietnam has no clear message, no strong focus on products or unique selling propositions and at trade shows VNAT staff are not professionals, some of them not able to speak English.
Thailand has launched a quality tourism campaign aiming to strengthen Thailand’s tourism by highlighting niche markets: ecotourism, golf, weddings and honeymoons, and health and wellness at the 12th Thailand Travel Mart. At the same time, TAT has launched ThailandSuperQuality.com to promote luxury tourism products and services.
Malaysia is very creative in promoting Malaysia with experienced, professional, passionate staff. They promote Luxury Malaysia online, through social media and at trade shows very effectively. As a result high-end tourism to Malaysia has increased.
VNAT must create a luxury travel department and change the way they promote tourism, bringing in professionals who can talk the language of premium travel sellers.
Support needed
Without government guidance and vision, local private tour companies, such as Luxury Travel, are working alone. On our own it is difficult to attract high-end travelers to Vietnam through tour operators and travel agencies overseas.
Because of the lack of a cohesive marketing campaign, it is hard for us to convince travel professionals to sell Vietnam as a quality holiday destination. At Luxury Travel we have to educate them, offer them fam trips to experience the country before they sell to their sophisticated clients, and guarantee 100% satisfaction or their money back.
Companies such as ourselves need the support of VNAT to market Vietnam, and VNAT needs to work with the travel professionals throughout the country to understand the market and its potential and get the right message out.
Huge potential market
According to ILTM, 3% of high spending tourists account for 20% of total tourism expenditure. This market cannot be overlooked. What are the practical implications for Vietnam tourism and how can it position itself to make the best out of it? How can we capture this market, a market that is impervious to recession.
Lack of public relations and marketing
With its many sites and range of high-end accommodation, Vietnam offers the potential for luxury tourism. But although demand has been growing, mostly among foreigners, challenges such as a lack of infrastructure and marketing still limit high-end travelling.
We should examine the success stories of Thailand and Malaysia. Vietnam can meet the demands of the luxury market with ease as we have the product, something we have been doing at Luxury Travel since 2004, but without proper PR and marketing Vietnam will still find itself struggling to attract more high spenders.
Vietnam tourism faces an image crisis due to a lack of a vision, PR and marketing. The country’s suppliers such as hotels, cruise and tour operators, aim at quality tourism but its official bodies and VNAT seem to focus on increasing the numbers of visitors. The private sector finds it hard to promote luxury tourism and Vietnam because of the lack of opportunities, and therefore lags behind competitors such as Thailand and Malaysia.
Writer Pham Ha is the founder and CEO of Luxury Travel Ltd , Vietnam’s first luxury tour operator.
Vietnam’s rise as a luxury tourism destination
Luxury travel means different things to different people but nowadays it is as much about the experience as about the standard of accommodation. It is also about having exclusive access or meeting people. Also it is about the highest levels of service from start to finish.
Vietnam offers a magical mix of tropical beaches, post-colonial charm, a string of world heritage sites, stunning inland scenery, world-renowned cuisine and a home-grown flair for hospitality. According to travel industry insiders and travel publications, Vietnam is now one of the top ten destinations in Asia, with luxury the fastest-growing segment.
Vietnam is now tempting luxury travelers with new boutique hotels, experiences and tours, such as flying to Halong Bay from Hanoi by helicopter. Vietnam’s tourism infrastructure has improved dramatically and with iconic colonial properties like the Sofitel Legend Metropole in Hanoi, a fast-growing list of modern luxury and spa destinations and recently opened golf courses, the launch of luxury yacht and river cruise services ensure stress-free journeys away from the busy roads. Such improvements account for the country’s recent growth in popularity.
The next upcoming destination in Vietnam is the archipelago of Con Dao with its intimate villa resort and undeveloped beaches. The beach town of NhaTrang is a popular beach haven for holidaymakers, and now just 90 minutes north of Cam Ranh Airport is Vinh Hy Bay where the Amanoi, the latest property by Aman Resorts, is located on a secluded beach.
These few places alone show that Vietnam has so much to offer upscale travellers, but I do not see any emphasis on the luxury market in the country’s long-term planning. Vietnam is still a relative travel bargain, even for those who don’t normally concern themselves with cost. Travelers on a high-end itinerary can expect to pay from $3,000 to $3,500 per person for a seven-day tour, although many are priced at more than $1,000 per day, per traveler.
What are the requirements of luxury travellers?
Luxury travellers are usually FITs, not group travellers, and they demand personal service. They are generally experienced, informed, well-traveled and adventurous, but with an eye for value for money. The age range is varied, some younger people with money but less time, and older travellers who have both time and money.
There has never been a better time to promote travel to Vietnam because of the wide selection of deluxe hotels, the country’s tradition of excellent service, the improvement of the infrastructure as well as ease of access with an ever increasing number of airlines now flying to both Hanoi and Ho Chi Minh City.
The ‘can do’ attitude of the Vietnamese means that itineraries can be designed to meet the tastes and budget of all travelers whether they want to stay in international-standard hotels or intimate, stylish boutique hotels; explore in a limo or experience the country up close on the back of a Minsk motorbike; cruise Halong Bay or, for those short of time, fly over in a helicopter; and dine in smart international restaurants or savour the delicate flavours of Vietnamese food in refined colonial villas.
Image Crisis
It is strange that many people still associate Vietnam with a war after many year of reunification. This clearly means that Vietnam does not promote its image as a peaceful country very well and loses out on potential business, in particular from long-haul destinations.
Some people think Vietnam is a very poor destination, only suitable for backpackers, and it is hard to convince them that Vietnam has many quality tourism products, world-class beaches and fine cuisine. But all the while VNAT focuses on the number of tourists and not encouraging high-spending travelers then the country will continue to have an image crisis.
It is crucial that VNAT creates a brand that positions Vietnam as a destination for discerning travellers. At the moment many people come to Vietnam because they have received good reports from friends and relatives who have already visited, not because of a meaningful marketing campaign.
If VNAT positions Vietnam as a cultural destination, travelerswill only visit once, but if we promote ourselves as a holiday destination with beautiful beaches, fun activities, entertainment, shopping, new products, an improving infrastructure, and new destinations opening every year, holidaymakers will come back again and again.
We are unable to attract more cruises passengers if our seaports are poor with no specific facilities for travelers. Airports must provide VIP services on the ground so that private jets and more luxury airlines fly here. Hotel classifications do not meet expectations and damage the image of high-end tourism in Vietnam. These negatives are because VNAT does not focus on the niche luxury market like our competitors in Thailand and Malaysia.
Vietnam has no clear message, no strong focus on products or unique selling propositions and at trade shows VNAT staff are not professionals, some of them not able to speak English.
Thailand has launched a quality tourism campaign aiming to strengthen Thailand’s tourism by highlighting niche markets: ecotourism, golf, weddings and honeymoons, and health and wellness at the 12th Thailand Travel Mart. At the same time, TAT has launched ThailandSuperQuality.com to promote luxury tourism products and services.
Malaysia is very creative in promoting Malaysia with experienced, professional, passionate staff. They promote Luxury Malaysia online, through social media and at trade shows very effectively. As a result high-end tourism to Malaysia has increased.
VNAT must create a luxury travel department and change the way they promote tourism, bringing in professionals who can talk the language of premium travel sellers.
Support needed
Without government guidance and vision, local private tour companies, such as Luxury Travel, are working alone. On our own it is difficult to attract high-end travelers to Vietnam through tour operators and travel agencies overseas.
Because of the lack of a cohesive marketing campaign, it is hard for us to convince travel professionals to sell Vietnam as a quality holiday destination. At Luxury Travel we have to educate them, offer them fam trips to experience the country before they sell to their sophisticated clients, and guarantee 100% satisfaction or their money back.
Companies such as ourselves need the support of VNAT to market Vietnam, and VNAT needs to work with the travel professionals throughout the country to understand the market and its potential and get the right message out.
Huge potential market
According to ILTM, 3% of high spending tourists account for 20% of total tourism expenditure. This market cannot be overlooked. What are the practical implications for Vietnam tourism and how can it position itself to make the best out of it? How can we capture this market, a market that is impervious to recession.
Lack of public relations and marketing
With its many sites and range of high-end accommodation, Vietnam offers the potential for luxury tourism. But although demand has been growing, mostly among foreigners, challenges such as a lack of infrastructure and marketing still limit high-end travelling.
We should examine the success stories of Thailand and Malaysia. Vietnam can meet the demands of the luxury market with ease as we have the product, something we have been doing at Luxury Travel since 2004, but without proper PR and marketing Vietnam will still find itself struggling to attract more high spenders.
Wednesday 19 February 2014
Garuda to launch Jakarta-London Boeing 777 flights on May 28
Garuda Indonesia will begin its delayed Jakarta-London Boeing 777 service on May 28, with the Sydney-Jakarta leg also being upgraded to a Boeing 777-300ER jet featuring the airline's new first class cabin.
Garuda's entry into the SkyTeam alliance on March 5 could also increase the airline's appeal.
The Boeing 777-300ER contains eight of Garuda’s first class suites, which are the only first class offering in Garuda’s fleet.
This video from Garuda presents the highlights of its Boeing 777-300ER passenger experience.
Click Here
Garuda Indonesia will join the SkyTeam airline alliance next month, boosting the group's membership to 20 airlines.Garuda will be the seventh SkyTeam airline in Australian skies alongside China Airlines, China Eastern, China Southern, Delta, Korean Air and Vietnam Airlines.“Garuda Indonesia’s domestic and growing international network will give SkyTeam a footprint in Indonesia as we strengthen our presence in the Southeast Asia region” said SkyTeam managing director Michael Wisbrun.
Asia is a prize market for airline alliances seeking to expand their scope, as well as their appeal to business travelers and frequent flyers.
Garuda's entry into SkyTeam is part of the Indonesian flag-carrier’s continued push into the premium travel market.
Tuesday 18 February 2014
Gallant Venture, Garuda Indonesia to develop Bintan Island into aviation hub
Singapore investment company Gallant Venture is tying up with flag carrier PT Garuda Indonesia to develop Bintan Island into a tourism and aviation hub.
The plan is to turn Bintan Island into a tourism and aviation hub.
Both companies signed a memorandum of understanding at the Singapore Airshow 2014 on Tuesday.
As part of the partnership, Garuda Indonesia and Gallant Venture will jointly develop Bintan Island as the airline's new hub.
This includes a dedicated airport for Garuda and its subsidiaries, as well as a new centre for aircraft maintenance.
Garuda Indonesia will then promote Bintan as an international tourism destination, and help develop its connectivity both outbound and inbound.
The first phase will include the development of one runway and one terminal.
In a joint statement, both companies said Bintan Airport has enough land to develop into a multi-terminal airport with two runways.
The airport terminal will also be connected to a ferry terminal which will service Singapore and Batam.
Gallant Venture -- through its subsidiary company -- currently already operates ferry services between Bintan and Singapore’s Tanah Merah Ferry Terminal.
Gallant Venture's CEO Mr Eugene Park said in the joint statement: "Garuda Indonesia's operations and the aerospace industrial park in Bintan will boost the economy here and create substantial job opportunities as well as upgrading skill sets and standard of living for the people in the Riau Islands."
Wednesday 12 February 2014
Indonesia’s Tourism mourns Pak Joop Ave: “Father of Tourism”
News received on Wednesday afternoon (5th February) stunned the tourism world of Indonesia that their most respected and loved tourism leader, Bapak Joop Ave has passed away in Singapore at 18.30 Singapore time or 17.30 West Indonesia Time, from health complications.
Although it was not unexpected since Joop Ave had suffered for some time, yet when the moment arrived it still came like a thunderbolt. For despite his illness until his death, Joop Ave never lost his vigor to contribute his thoughts and energy for the advancement of Indonesia’s tourism in particular, giving his thoughts and advice to whoever came to see him. He had an open personality and was often frank in telling his opinion.
Tourism and Creative Economy Minister, Mari Pangestu, paid tribute to this larger- than-life personality when in an interview with antara agency, she said that Joop Ave is a most extraordinary personality who has opened the way for the continued development of Indonesia’s tourism.
Because of all what he has done and accomplished, he should be called “Indonesia’s Father of Tourism”, said Minister Mari Pangestu.
Monday 10 February 2014
The Mount Hagen Cultural Show...be part of the extravaganza this August in Papua New Guinea
Perhaps the most famous cultural show in Papua New Guinea, Trans Niugini has now been offering itineraries based around the Hagen Show for 30 years! The Mount Hagen Show brings together sing-sing groups from all over the country in an amazing conglomeration of colour, beauty and culture.
The Hagen show is held in August every year - and Trans Niugini Tours will be offering three escorted programs and one unescorted program in 2014. Escorted programs have the same guide throughout whereas with unescorted programs, you still have guides to assist you at each location, the only difference being that guides change at the different locations.
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