‘We are targeting the high-end FIT market’

Can you elaborate on the key drivers behind The Grand Ho Tram’s recent rebranding? What specific aspects of the brand identity have been revamped? 

Nestled in Vietnam, Grand Ho Tram is poised to be the top resort and entertainment complex in the country and a leading venue in the Asia-Pacific region. With a focus on positioning itself as Vietnam’s leading casino destination, we aim to attract players from all over, offering an experience they’ll want to return to repeatedly.

The complex boasts an array of attractions, including 15 diverse F&B outlets, a golf course, game zones, and cinemas, each of which can be marketed independently, enhancing the venue’s appeal. Additionally, it features one of the largest MICE venues in Vietnam, catering to large-scale conferences and events. This multifaceted approach ensures the complex stands out as a premier destination for entertainment and leisure in the region.

How will the rebranding help The Grand Ho Tram to better resonate with its target audience? Are there new segments that you’re aiming to attract?

We are currently targeting Viet Kieu expat communities – primarily Chinese, Taiwanese, Korean, and Japanese. Western expats, though part of the market, are not the primary focus due to business nature and volume.

We now aim to attract new markets from Malaysia, India, and the US, offering amenities that cater to these nationalities. With 1,100 rooms across two IHG properties—Intercontinental Grand Ho Tram and Holiday Inn Resort Ho Tram Beach—the resort features a vast casino with slot machines, live tables, and an exclusive VIP area. The addition of Ixora Ho Tram by Fusion introduces 46 villas and 164 residences, providing private, spacious accommodations for families and groups.

The resort boasts numerous dining options, bars, and a state-of-the-art convention center for over 1,000 guests. Its highlight, The Bluffs golf course, designed by Greg Norman, is a multi-award-winning, 18-hole championship course, recognized as one of the best in Asia and ranked among the world’s top 100. This combination of luxury and diverse offerings positions Ho Tram as a premier destination for global travelers.

How is The Grand Ho Tram targeting Indian travelers to visit their resort? 

With our partners at One Rep Global, we are implementing a dual strategy. Firstly, our offline and online sales efforts are targeting large groups and the wedding business. This focus aims to attract substantial bookings and enhance our brand’s visibility.

Equally important are our PR and marketing activities. These efforts are crucial for positioning our brand and complex in the market, especially with the recent start of direct airlift services. We are leveraging these efforts by bringing key opinion leaders (KOLs) and influencers to our properties, amplifying our reach and appeal.

We are also creating attractive packages for consumers, highlighting our proximity—just a two-hour drive from Ho Chi Minh City. The wedding segment is another key focus, not only for generating business but also for enhancing brand recognition in the Indian market. To support this, we have introduced Indian dishes and are working with outsourced Indian chefs, with plans to hire full-time chefs based on demand.

Additionally, we are targeting the high-end FIT market and promoting golf tours, which are significant attractions in the region.

Does The Grand Ho Tram have any plans for expansion? 

The entire 160-hectare integrated resort strip, with a USD 4.3 billion investment, stands as a lucrative opportunity, unmatched in size in the southern region, drawing significant investor interest. 

Additionally, there are 38 hectares available for further development, starting with Ixora 2, a new condotel and villas project. This development will add 575 keys, split between condotels and villas, bringing the total to 2,000 keys, making it one of the largest integrated complexes in the area.

asmita.mukherjee@saffronsynergies.in