Welcome to an exclusive interview with Dr. Pham Ha, the visionary Founder and CEO of LuxGroup. Dr. Ha has been a pioneering force in the luxury travel industry, elevating heritage tourism, and blending opulence with sustainability to create unforgettable experiences on the water.  

Today, we delve into his journey, insights, and the innovative approaches Lux Cruises Group, Vietnam’s First Boutique Cruise Line™ is taking to lead the way in sustainable tourism. 

International Sustainability Awards: Dr. Ha, your journey with Lux Cruises Group is truly inspiring. Please share what sparked your passion for luxury cruises, and how this vision came to life. 

Dr. Pham Ha: My passion for cruising stems from a childhood dream that began when I was 10 years old in 1985. That year, I embarked on a memorable journey from Haiphong to Saigon, marveling at the breathtaking beauty of Vietnam’s coastline. This voyage ignited a lifelong ambition to create luxury cruise experiences that blend elegance, history, and cultural authenticity. 

Inspired by the last ruler, Emperor Bao Dai, the Keeper of Greatness of the Nguyen Dynasty, I launched Emperor Cruises Origin Nha Trang in 2015 and Emperor Cruises Legacy Halong in 2017, with a focus on heritage tourism and sustainable cruising. 

With Heritage Cruises, inspired by the visionary entrepreneur Bach Thai Buoi, I have realized this dream. Each cruise offers an immersive journey through time, connecting guests to Vietnam’s rich heritage while providing unparalleled luxury and service. My dedication to this vision ensures that every voyage is an unforgettable experience. 

Celebrating 10 years of excellence in cruising and sustainability, we are launching Amiral Cruises for Presidents, a voyage through time on the Saigon River, and Emperor Cruises Grandeur Nha Trang, designed for 300 heritage travelers who explore, discover, learn, respect, celebrate, and enjoy. 

My biggest dream is to cruise along Vietnam’s coastline on a made-in-Vietnam cruise ship flying the Vietnamese flag, docking at the most iconic seaports in Vietnam, and sailing to regional port calls. Our strategy is to go blue sea with a fleet of 30 ships by 2045. 

ISA: Luxury and sustainability can often seem at odds. How have you managed to create an exquisite, high-end experience on your cruises while remaining committed to eco-friendly practices? 

DPH: For us, sustainability is not just a choice; it’s a necessity. Luxury travel and cruising, a realm of opulence and indulgence, is embarking on an exciting journey into the future. The landscape of luxury travel is evolving with discerning travelers’ desires and global trends. Experience heritage, luxury, and sustainability with Lux Cruises Group like no other. 

Lux Cruises Group is deeply rooted in cultural heritage, bringing stories, local arts, and traditions to life on every voyage. Our cruises, inspired by historical figures like Emperor Bao Dai and entrepreneur Bach Thai Buoi, offer unique, authentic experiences.  

Unlike other cruises, we provide an immersive journey through Vietnam’s rich past, with full-window views, natural light, solar lighting, no plastic, and net-zero practices. Celebrating 10 years of excellence, we are launching Amiral Cruises for Presidents on the Saigon River and Emperor Cruises Grandeur Nha Trang, blending luxury and sustainability. 

ISA: Lux Cruises Group has been recognized for promoting sustainable tourism by the International Sustainability Awards 2024. Can you give us a sneak peek into the unique, eco-conscious features onboard your ships that make a voyage with Lux Cruises Group so special?

DPH: Absolutely! At Lux Cruises Group, we pride ourselves on integrating sustainability into every aspect of our operations. Here are some unique, eco-conscious features onboard our ships that make a voyage with Lux Cruises Group truly special: 

Eco-friendly Design: Our ships are designed with full-window views from floor to ceiling, allowing for natural light to flood the suites, reducing the need for artificial lighting, and minimizing energy consumption. 

No Plastic Policy: We have eliminated single-use plastics onboard. Guests are provided with refillable water bottles, and water stations are conveniently located throughout the ship. 

Net-Zero Practices: We are committed to achieving net-zero emissions. Our ships utilize advanced energy-efficient technologies and practices to minimize our carbon footprint. 

Waste Management: Comprehensive waste management systems are in place to ensure that all waste is sorted, recycled, and disposed of responsibly. 

Locally Sourced Ingredients: Our culinary and drinks offerings feature locally sourced, organic ingredients, supporting local farmers and reducing the carbon footprint associated with food and drink transportation. 

Cultural Immersion: We focus on providing authentic experiences that promote local culture, arts, heritage, and traditions, fostering a deeper appreciation and respect for the destinations we visit. 

ISO Certifications: We adhere to ISO 9001, 14001, and 26000 standards, ensuring high-quality service, environmental responsibility, and social accountability. 

Education and Awareness: We educate our guests about sustainable practices and the importance of preserving the environment, encouraging them to participate in eco-friendly activities and initiatives like no plastic bottles. 

These features reflect our commitment to sustainable tourism, making every voyage with Lux Cruises Group not only luxurious but also environmentally conscious and culturally enriching. 

ISA: Your cruises are renowned for their luxurious experiences. How do you ensure these indulgences don’t compromise your dedication to sustainability?

DPH: Our mission is to deliver happiness through passion, purpose, people, planet, place, profit, partnership, and prosperity. Together, we create better places for people to live in and better places for travelers to visit and cruise by. 

At Lux Cruises Group, we seamlessly blend luxury with sustainability to create extraordinary experiences without compromising our commitment to the environment. Here’s how we ensure this balance: 

Eco-Friendly Practices: We implement stringent eco-friendly practices across all operations, from reducing plastic usage to adopting energy-efficient technologies. 

Sustainable Sourcing: Our culinary and drink offerings emphasize locally sourced, organic ingredients, supporting regional farmers and reducing our carbon footprint. 

Water and Waste Management: Comprehensive saving water and waste management systems are in place to minimize and recycle waste, ensuring minimal environmental impact. 

Eco-Conscious Design: Our ships are designed with sustainability in mind, incorporating green technologies and materials that reduce energy consumption and emissions. 

Community Engagement: We actively support local communities through various initiatives, promoting sustainable tourism that benefits both the environment and local economies. 

By prioritizing these practices, we ensure that our guests enjoy luxurious experiences while contributing positively to the planet. 

ISA: Many travelers are increasingly eco-conscious. How do you engage and educate your guests about sustainability, turning a luxury cruise into an enlightening experience?

DPH: At Lux Cruises Group, we are dedicated to turning luxury cruises into enlightening experiences by engaging and educating our guests about sustainability. Here’s how we do it: 

Pre-Departure Briefings: We provide guests with information on our sustainability practices and how they can contribute, setting the tone for an eco-conscious journey. 

Onboard Workshops and Lectures: We host workshops and lectures on sustainability topics, led by experts. These sessions cover local environmental issues, conservation efforts, and sustainable practices. 

Eco-Tours and Excursions: Our shore excursions are designed to highlight local conservation projects and sustainable tourism initiatives. Guests can participate in activities like beach cleanups, visits to organic farms, and cultural exchanges with local communities. 

Interactive Exhibits: Onboard, we feature interactive exhibits and displays that educate guests about the local environment, wildlife, and the importance of preserving these natural treasures. 

Sustainable Dining: We highlight our commitment to sustainability in our dining experiences by offering menus featuring locally sourced, organic ingredients. Guests are informed about the origins of their food and the benefits of supporting local producers. Our chefs cook with genuineness. 

Green Practices: We encourage guests to engage in green practices onboard, such as using refillable water bottles, participating in recycling programs, and conserving energy and water in their suites. 

Educational Materials: We provide educational materials in guest suites, including brochures and videos that explain our sustainability initiatives and offer tips for eco-friendly travel. 

Guest Participation: We invite guests to join us in our sustainability efforts through various onboard and shore-based activities, fostering a sense of community and shared responsibility. 

By integrating these educational and engaging elements into our cruises, we ensure that our guests not only enjoy a luxurious experience but also leave with a deeper understanding and appreciation of sustainability. 

ISA: Collaboration often leads to innovation. Can you share some of the exciting partnerships Lux Cruises Group has formed to enhance your sustainability efforts?

DPH: At Lux Cruises Group, collaboration drives our innovation and sustainability. Through strategic partnerships, we create luxurious, environmentally responsible, and socially impactful experiences. Here are some key collaborations that highlight our commitment: 

LuxGroup Foundation for Charity: Central to our mission, the LuxGroup Foundation leads various charitable initiatives, including disaster relief and community development. This foundation ensures our luxury travel efforts are matched by significant contributions to local communities’ well-being. 

History to Life Project: Collaborating with historians and cultural experts, we bring history to life on our cruises. This project curates immersive narratives and activities showcasing Vietnam’s rich cultural heritage, offering guests a deeper connection to their destinations. 

Lan Ha Cruise Association: Our partnership with the Lan Ha Cruise Association focuses on environmental conservation. Together, we lead bay clean-up campaigns and awareness programs, preserving these natural resources for future generations and setting a standard for responsible tourism. 

NGO for Cat Ba Conservation: Working with an NGO dedicated to the Vooc Langur, an endangered primate on Cat Ba Island, we support bay clean-up and habitat protection efforts. Our guests can also participate, making their travel experiences more meaningful and impactful. 

Ethnic Minority Support in Ha Giang: Partnering with local organizations, we provide essential resources like water tanks and solar lights to ethnic minority communities in Ha Giang. This improves living conditions and promotes sustainable living, creating a positive social impact. 

Artful Cruises: As the first artful cruise line, we partner with artists to create and display artworks on our vessels. This transforms our cruises into floating galleries, offering unique art tours that support local artists and promote Vietnamese cultural heritage. 

Through these collaborations, Lux Cruises Group seamlessly blends luxury with sustainability, ensuring our guests enjoy exceptional experiences while contributing positively to society and the environment. 

ISA: Sustainability in the luxury sector poses unique challenges. What obstacles have you faced in this journey, and what creative solutions have you implemented to overcome them?

DPH: Sustainability in the luxury sector indeed poses unique challenges, and at Lux Cruises Group, we’ve faced several obstacles along this journey. Here are some key challenges and the creative solutions we’ve implemented to overcome them: 

Challenge: Balancing Luxury and Sustainability 

Luxury often implies opulence and excess, which can conflict with sustainable practices. Our solution is to redefine luxury by focusing on quality over quantity. We emphasize eco-friendly materials, energy-efficient designs, and sustainable sourcing. For instance, our ships are built with green technologies and feature interiors crafted from sustainable materials. 

Challenge: Reducing Plastic Usage 

The use of plastic is prevalent in the hospitality industry, posing significant environmental risks. To tackle this, we’ve eliminated single-use plastics on our cruises. We provide guests with reusable items, such as stainless steel water bottles, and use biodegradable packaging for amenities. 

Challenge: Waste Management 

Managing waste on a luxury cruise can be complex. We implemented comprehensive waste management systems, including rigorous recycling programs and waste segregation practices. Our staff are trained in sustainable waste handling, ensuring minimal environmental impact. 

Challenge: Energy Consumption 

Luxury cruises typically consume significant energy. To address this, we invested in energy-efficient technologies, such as solar panels and LED lighting. Our ships are designed to maximize natural light and ventilation, reducing the need for artificial lighting and air conditioning. 

Challenge: Community Impact 

Ensuring that our operations positively impact local communities is crucial. We’ve partnered with local NGOs and community organizations to support various initiatives, such as providing clean water and solar lighting to remote areas. We also promote local culture and heritage through our History to Life Project and Artful Cruises. 

Challenge: Guest Engagement 

Educating guests about sustainability while maintaining a luxurious experience can be challenging. We offer immersive experiences that highlight our sustainability efforts, such as guided tours showcasing our eco-friendly practices and interactive sessions with local conservationists. 

By addressing these challenges with innovative solutions, Lux Cruises Group demonstrates that luxury and sustainability can coexist, creating extraordinary experiences that benefit both our guests and the planet. 

ISA: Looking to the future, what groundbreaking initiatives or innovations can we expect from Lux Cruises Group to further elevate both luxury and sustainability in your offerings?

DPH: Looking to the future, Lux Cruises Group is committed to pioneering initiatives that elevate both luxury and sustainability in our offerings. Our vision includes the integration of cutting-edge technology and new machines designed to significantly reduce emissions, ensuring a minimal environmental footprint. As part of our broader strategy, we are proud to introduce the LuxGroup Foundations, dedicated to supporting sustainable development and community projects across our destinations. 

One of our most ambitious projects is the launch of a greener cruise line. These new vessels are designed with advanced eco-friendly technologies, including zero-plastic policies and water-saving initiatives, aligning with our goal to be net positive by 2030. This means not only reducing our environmental impact but also creating a positive one by supporting marine conservation and local ecosystems. 

Our commitment to sustainability is deeply rooted in the rich cultural heritage of the regions we operate in. We believe that authentic cultural experiences can coexist with modern luxury and environmental stewardship. Our new projects reflect this philosophy, ensuring that every journey with Lux Cruises Group is as enriching as it is environmentally responsible. 

Building a happy LuxGroup is at the core of our mission. We prioritize the well-being of our staff, known as Luxers, and strive to create a supportive and rewarding environment for them. This commitment extends to our clients, communities, shareholders, and society at large, fostering a sense of shared prosperity and mutual respect. 

Innovation and sustainability are the cornerstones of our offerings. We are dedicated to being the best sustainable cruise operator in Asia, not the biggest. Through these groundbreaking initiatives, we continue to deliver unparalleled luxury experiences while safeguarding the planet for future generations. We aim to set new standards in the cruise industry, proving that luxury and sustainability can go hand in hand. 

Thank you, Dr. Pham Ha, for your time and for sharing your inspiring journey and innovative vision with us. Your dedication to merging luxury with sustainability not only sets Lux Cruises Group apart but also paves the way for the future of responsible tourism. We look forward to seeing the continued impact of your work and the exciting new ventures that lie ahead. Safe travels and smooth sailing! 

Your journey to luxury begins here: https://www.lux-cruises.com