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W Coffee Talk Meet “Vietnam's Best General Manager 2024”: Mr. Herbert Laubichler-Pichler


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Xin chào Mr. Herbert Laubichler-Pichler!

Thank you for taking the time to join WOWWEEKEND for this conversation today.

Receiving the title of “Vietnam’s Best General Manager” at the Travel + Leisure Luxury Awards Asia Pacific 2024, what makes you most proud in your professional journey?

Being named “Vietnam's Best General Manager” is a tremendous honor, but what makes me most proud is seeing the growth and success of my team. Over the years, I've had the privilege of mentoring many young Vietnamese hospitality professionals, and watching them flourish in their careers brings me immense satisfaction. This award is a reflection of their hard work and dedication as much as it is mine.

Herbert Laubichler-Pichler, general manager, Vietnam’s Best General Manager, alma resort, nhân vật truyền cảm hứng, giám đốc khách sạn

The nature of the hospitality industry, especially in the Vietnam market, is always dynamic and ever-changing. How do you keep up with these constant innovations, and how does this affect your leadership style?

I would say staying innovative in Vietnam's dynamic hospitality industry requires a combination of global awareness, local engagement, intergenerational learning, and empowering leadership.

I maintain a robust network of industry connections, attending conferences, trade shows, and networking events both within Vietnam and internationally. This allows me to gain insights into global trends that may soon impact the local market. Additionally, I make it a priority to regularly engage with our guests, seeking their feedback and understanding their evolving expectations.

Staying connected with the younger generation of hospitality professionals has been particularly enlightening as I lean on them for insights on new technologies and trends. This openness to learning has indeed shaped my leadership style significantly. I've moved away from a top-down approach to a more collaborative model. Empowering my team to take ownership of their areas has also been crucial.

By fostering a culture of continuous improvement and adaptability, we're able to not just keep up with changes but often stay ahead of the curve.

Herbert Laubichler-Pichler, general manager, Vietnam’s Best General Manager, alma resort, nhân vật truyền cảm hứng, giám đốc khách sạn

With nearly 18 years of experience working at the best hotels in Vietnam, what's your perception of Vietnam's luxury travel segment?

Over my 18 years in Vietnam, I've witnessed a remarkable transformation in the luxury travel segment. Vietnam has matured as a destination, with rapidly improving infrastructure and hospitality standards. The luxury segment here is now capable of competing on a global stage, offering world-class amenities while maintaining a strong connection to local culture and traditions.

What particularly stands out is the Vietnamese hospitality industry's adaptability and eagerness to learn. The workforce here shows an incredible desire to develop skills and advance their careers. This has led to a significant improvement in service quality across the luxury segment. At Alma, for instance, we've created an environment that prioritizes our staff's growth and well-being, which directly translates to exceptional guest experiences.

While much still needs to be done, we’ve seen a notable increase in focus on sustainability and responsible travel within the luxury segment. At Alma, we're leading the way with initiatives like our ambitious solar power project, onsite sustainable farm, and comprehensive waste management system. These efforts not only align with evolving traveler expectations but also position Vietnam's luxury resorts as forward-thinking, responsible destinations.

Herbert Laubichler-Pichler, general manager, Vietnam’s Best General Manager, alma resort, nhân vật truyền cảm hứng, giám đốc khách sạn

The luxury segment in Vietnam is also embracing its unique cultural heritage as a key differentiator. Rather than simply replicating international luxury standards, top properties are integrating local art, cuisine, and experiences to create truly authentic stays. At Alma, we've partnered with local boutique travel agencies, Zazen Travel, to offer immersive cultural experiences that give our guests a deeper connection to Vietnam.

Looking ahead, I believe Vietnam's luxury travel segment will continue to grow and innovate. The combination of stunning natural beauty, rich culture, improving infrastructure, and a passionate workforce positions Vietnam to become an increasingly prominent player in the global luxury travel market.

As the industry evolves, maintaining a balance between international standards and local authenticity will be key to Vietnam's success in attracting and delighting luxury travelers from around the world.

Herbert Laubichler-Pichler, general manager, Vietnam’s Best General Manager, alma resort, nhân vật truyền cảm hứng, giám đốc khách sạn

If you could change one aspect of the luxury hotel industry in Vietnam today, what would it be? How do you envision this choice impacting the industry’s development in the future?

If I could change one aspect of the luxury hotel industry in Vietnam, it would be to further emphasize sustainability and eco-friendly practices. While we've made great strides in this area at Alma, with our solar power project and on-site organic farm, I believe the industry as a whole could do more.

I envision this focus on sustainability significantly impacting the industry's future development in several ways:

Attracting environmentally conscious travelers: By prioritizing sustainability, Vietnam's luxury hotels can appeal to this growing market segment.

Preserving Vietnam's natural beauty: Our country's stunning landscapes are a major draw for luxury travelers. By adopting more sustainable practices, we can help preserve these natural assets for future generations.

Fostering innovation: A focus on sustainability often drives innovation in areas like energy efficiency, waste reduction, and local sourcing. This could lead to new technologies and practices that benefit the entire industry.

Creating unique guest experiences: Sustainability initiatives, like our organic farm at Alma, can be integrated into guest experiences, offering unique activities that set Vietnamese luxury hotels apart.

Herbert Laubichler-Pichler, general manager, Vietnam’s Best General Manager, alma resort, nhân vật truyền cảm hứng, giám đốc khách sạn

If you were asked about a unique culinary experience at Alma Resort Cam Ranh, what would it be?

One of our most unique culinary experiences at Alma Resort Cam Ranh is our “Journey Through Culture and Cuisine” program, which we offer in partnership with Zazen Travel. This immersive experience goes far beyond a typical restaurant meal, allowing guests to engage deeply with Vietnamese culinary traditions and local culture.

The journey begins with a visit to the vibrant Cam Duc Market, where guests can experience the local way of life and learn about fresh, regional ingredients. This is followed by a visit to a unique cobblestone temple in Cam Lam, providing cultural context to the culinary adventure.

The experience then moves to a local mango garden, where guests learn about mango cultivation and enjoy mango tea, connecting them to the agricultural heritage of the region.

Herbert Laubichler-Pichler, general manager, Vietnam’s Best General Manager, alma resort, nhân vật truyền cảm hứng, giám đốc khách sạn

The highlight of the journey is an interactive cooking class back at Alma. Here, guests learn to prepare traditional Vietnamese dishes such as bò lá lốt (ground beef wrapped in betel leaves), gỏi cuốn (fresh spring rolls), and phở (Vietnamese soup with bone broth, rice noodles, and meat). What makes this truly special is that many of the ingredients come from our own on-site organic farm, ensuring the freshest possible produce and a farm-to-table experience.

This culinary journey embodies what we strive for at Alma - a perfect blend of luxury, authenticity, and immersive experiences. It allows our guests to not just taste Vietnamese cuisine, but to understand its cultural significance, learn about local ingredients, and even create the dishes themselves. It's a comprehensive experience that engages all the senses and leaves guests with not just a full stomach, but also a deeper appreciation of Vietnamese culinary traditions.


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