Vinpearl has announced that it will build its first six-star hotel in Vietnam in Bai Soi, Khanh Hoa province.  It will be a 150 room hotel positioned on the beach at Hon Tre island, offshore from the beach resort city of Nha Trang.

Vinpearl formerly had a brand leasing contract with the Accor group for the existing Sofitel Vinpearl resort & spa but they have terminated this agreement and will now operate simply under Vinpearl.  They have created the Vinpearl Hotel Management Company, who will manage the 5 star former Sofitel and the new Vinpearl in Boai Soi.

The Last Ten Minutes of Luxury

The Last Ten Minutes of Luxury

Guests pay for days yet remember minutes. The peak end rule explains why a stay often lives or dies on one high moment and the day of departure. What works, what fails, and how to design the arc so memory carries your brand home.

The Evolution of Luxury: From Gold Leaf to Inner Peace

The Evolution of Luxury: From Gold Leaf to Inner Peace

Luxury isn’t about wealth—it’s about what’s missing. From postwar security to digital-era silence, what we call “luxury” keeps evolving. This essay explores how rarity shapes desire, how the luxury industry sells emotional scarcity, and why the most coveted experiences today are often the quietest.