Marriott AVP sees Vietnam as one of Asia’s most dynamic markets

In your new role at Marriott, do you think Vietnam will be a challenging or exciting new market, given your history of managing large markets like South Korea and parts of China?

Vietnam stands out as one of Asia’s most dynamic hospitality markets, with immense potential for future growth.

The latest data from the General Statistics Office shows that international arrivals to Vietnam surged by 43 per cent on-year in the first nine months of 2024, reaching over 12.7 million, evidence of the country’s thriving tourism sector.

South Korea and China lead as the top source markets, contributing 3.4 million and 2.7 million visitors, respectively. Domestic tourism is equally strong, with around 95 million visits in the first nine months, including 56 million overnight stays in accommodations.

To meet this demand, Marriott International’s presence in Vietnam has expanded from 10 to 24 properties over the last two years.

Recent standout openings include Sheraton Hanoi West, JW Marriott Hotel & Suites Saigon, and The Westin Cam Ranh Resort & Spa. Looking ahead, we’re excited to open Four Points by Sheraton Ha Giang this year. With over 50 projects in the pipeline, Marriott International is committed to launching more exciting properties and brands in Vietnam.

Duke Nam, Marriott International's newly assigned area vice president South Korea, Philippines, and Vietnam

What are Vietnam's advantages to continue welcoming visitors from these two markets?

Vietnam has become a top destination for Korean and Chinese tourists, thanks to its proximity, abundant flights, and affordability. However, what truly draws visitors are the unique experiences Vietnam offers.

For Korean travellers, Vietnam’s vibrant street food scene, featuring dishes like pho, banh mi, and egg coffee, has become a sensation. Key destinations for Korean visitors include Phu Quoc, Nha Trang, and Danang, celebrated for their stunning beaches, diverse culinary experiences, and luxurious resorts.

Chinese tourists, meanwhile, are drawn to Vietnam’s rich cultural heritage and breathtaking natural landscapes. This year’s top five destinations for Chinese travellers, Ho Chi Minh City, Hanoi, Nha Trang, Danang, and Phu Quoc, highlight Vietnam’s appeal for both city escapes and beach holidays.

As many travellers seek authentic experiences, we are weaving these elements into our guest offerings across our properties in Vietnam.

Looking forward, Vietnam can capitalise further on demand from Korea and China by increasing flight frequencies at tier-two hubs such as Cam Ranh, Can Tho, Dalat, and Phu Quoc.

In 2025, what will be your highlights specifically for the Vietnam market from a strategic and operational perspective of the hotels and resorts under Marriott International?

In terms of portfolio growth, our 25^th property in Vietnam, Four Points by Sheraton Ha Giang, will open in late Q4, marking our debut in this scenic northern province.

In 2025, we expect to welcome at least two more properties, including a landmark luxury hotel.

Sustainability remains at the core of our business, guided by Marriott's Serve360 platform for sustainability and social impact.

In 2024, all properties in Vietnam launched a comprehensive action plan targeting a 15 per cent reduction in water consumption and a 50 per cent reduction in food waste.

Independent sustainability certification remains a priority, with 14 hotels actively pursuing certification this year. Additionally, energy audits are paving the way for LEED certification next year.

Currently, 60 per cent of our properties in Vietnam have replaced plastic bottles in guest rooms, and we aim to extend this to all hotels by end-2025. We are also accelerating our responsible sourcing initiatives, including cage-free eggs, crate-free pork, and sustainable seafood.

In development, we are dedicated to empowering Vietnamese talent to reach their full professional potential. We currently have over 7,700 managed associates across our 24 properties in Vietnam, and since 2021, we have signed MoUs with more than 70 higher education establishments.

How is your division of management and investment in South Korea, the Philippines, and Vietnam?

Korea is a key source market for both Vietnam and the Philippines. To capitalise on this, we are enhancing our loyalty programme and expanding strategic partnerships in Korea, which we anticipate will positively impact our hotels and resorts.

We are equally committed to developing local talent across all our markets, with 45 per cent of our workforce now locally employed region-wide. Additionally, with the strong Korean market presence in cities like Hanoi and Haiphong, our Korean-speaking associates are well-positioned to engage and grow business from this key source market.

Are there any differences in the investment and expansion mechanisms in South Korea, the Philippines, and Vietnam that you aim for?

Our goal is to be everywhere our guests want us to be, aligning with Marriott International’s broader strategic vision.

Alongside new-build projects, we are actively pursuing conversion opportunities to expand our presence.

In 2024, we unveiled two major conversion properties in Vietnam, the 520-key Sheraton Hanoi West and the 565-key JW Marriott Hotel & Suites Saigon. With over 50 properties in the pipeline, we will continue to leverage various opportunities to meet the demands of this dynamic Vietnamese market.

In Korea, we’re set to launch another major conversion in 2025 with the 564-key Westin Seoul Parnas, adding to our strong national footprint of 37 hotels and resorts, including 23 in Seoul. Meanwhile, in the Philippines, our portfolio is also growing, with 12 properties currently open and an additional 17 in development.

Vinpearl Landmark 81, Autograph Collection, a luxuly hotel operated by Marriott International.