Điều gì đưa ngành nhà hàng - khách sạn Việt Nam vươn xa?

Key Concepts

• Hotel brand expansion in Vietnam
• Importance of understanding local culture and market
• FnB (Food and Beverage) as a revenue driver
• Integrating local culture into hotel experiences
• Measuring guest experience
• Importance of infrastructure development for tourism and business
• Local market as a primary component for successful casino operations

Vietnam as a Target Market

• Vietnam is considered a prime target for hotel expansion due to its large, young, and worldly population.
• The Standard brand sees significant potential in both urban and resort locations in Vietnam.
• Vietnamese people are perceived as more worldly compared to those in other established cities due to greater exposure.

Challenges to Entering the Vietnamese Market

• Lack of Understanding of the Product: Difficulty in conveying the brand's value proposition to local developers, especially when the brand is not well-known in Asia.
• Building Trust: Overcoming the initial lack of trust from developers who are hesitant to invest in a new and different product.
• Political Situation: External factors, such as political situations, can slow down progress.

Integrating Vietnamese Culture into Hotel Design and Experience

• Architectural Elements: Incorporating Vietnamese characteristics into the hotel's design, such as referencing Hoi An's lanterns and caricatures in the main street and Saigon's Ben Thanh Market in the main dining restaurant.
• Cuisine: Offering a wide range of authentic Vietnamese dishes prepared by skilled chefs.
• Service: Providing accommodating service with a Vietnamese mentality.

Measuring Guest Experience

• Traditional Metrics: Using online reviews (Google Maps, TripAdvisor), post-stay surveys, and Marriott's metrics.
• Intuitive Assessment: Seasoned general managers can gauge guest satisfaction through observation and engagement.
• Family Happiness: Observing happy families as an indicator of overall guest satisfaction.
• Word-of-Mouth: Positive recommendations from previous guests are considered a significant win.

FnB as a Key Revenue Driver

• Shifting Focus: Hotels are increasingly focusing on capturing more revenue per guest through FnB offerings.
• Local Community Focus: Building FnB concepts that cater to the local community, with hotel guests being part of the experience.
• Revenue Statistics: Approximately 75% of revenue at The Standard Bangkok comes from food and beverage, with about 90% of that revenue originating from the local community.
• Concept Development: Combining overseas staples (e.g., The Standard Grill), successful concepts from other regions (e.g., Mott 32 from Hong Kong), and locally inspired creations.

Six Senses: Adapting to the Local Environment

• Connecting with the Environment: The brand prioritizes adapting to the environment where the resort is built.
• Cultural Sensitivity: Understanding and catering to Vietnamese preferences, such as providing private spaces for sun protection.
• Local Sourcing: Prioritizing local sourcing of ingredients, starting with on-property production and then expanding to local markets.
• On-Property Production: Six Senses Ninh Van Bay harvests approximately 1.5 tons of fruits, vegetables, and herbs monthly, along with producing free-range eggs.

Business Travelers and MICE (Meetings, Incentives, Conferences, and Exhibitions)

• Value Proposition: Business travelers value convenience and efficiency, such as having access to a private club with complimentary breakfast and dinner.
• Location: Proximity to business districts and corporate clients is a key driver of business.
• Networking: Engaging with chambers of commerce and inviting potential clients to experience the facilities.
• Brand Recognition: Working harder to attract business due to lesser brand recognition compared to established brands.

Local Culture and Integration (Korean Brand Example)

• Associate Warmth: Leveraging the warm and genuine hospitality of Vietnamese staff.
• Authentic Cuisine: Offering traditional Vietnamese dishes prepared according to authentic recipes (e.g., Pho from Hanoi).
• Cultural Activities: Incorporating cultural experiences into packages, such as visits to Marble Mountain and the Cham Museum.

Infrastructure Development and Future Outlook

• New Airport: The new Long Thanh International Airport is expected to significantly reduce commute times and boost tourism.
• Road Improvements: Improved road systems will enhance connectivity and make the region more accessible.
• Vietnam's Potential: Vietnam is compared to China 20 years ago, with strong economic development potential driven by youth, creativity, and government-business partnerships.
• Defensible Market: The casino market in Ho Tram is considered defensible due to its proximity to Ho Chi Minh City, which lacks closer gaming options.
• Local Component: Successful casino operations rely on a strong local market as their primary component.

Conclusion

The discussion highlights the significant potential of the Vietnamese market for hospitality and entertainment businesses. Success hinges on understanding and adapting to local culture, prioritizing FnB experiences, leveraging infrastructure improvements, and focusing on the local market as a primary driver of revenue. The speakers emphasize the importance of building trust with local partners, creating authentic experiences, and continuously innovating to meet the evolving needs of both local and international guests.