First 6 Star hotel for Vietnam

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.

Image of former Sofitel Vinpearl

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.

Airport Retail and the Psychology of Stress: What Makes Travellers Spend?

That overpriced chocolate bar at Gate 14 wasn’t about hunger—it was about control. In this in-depth essay, we explore how Mood Repair Theory explains airport retail behaviour, especially in high-stress domestic terminals, and what airports can learn from global best practice to meet travellers’ emotional needs.

What Is Narrative Transportation Theory—and Why Should Regional Tourism Care?

Inside every old town lives a new story—emerging not instead of, but because of what came before.

Why People Misunderstand Regional Towns – and How to Reframe the Story

Regional towns struggle not with invisibility—but with oversimplified mental maps. Drawing on schema theory, this article explores how Gippsland, Daylesford, and New Zealand have reshaped public perception—and what councils can learn from them.