From academia to artisan-led architecture, the journey of Pham Van Hien, Founder and Chairman of The Anam Group, is as distinctive as the hotel brand he has created.
With a PhD in physics and a background in global travel solutions, his entry into luxury hospitality may appear unconventional—but it is precisely that perspective which has fuelled The Anam’s rise as one of Vietnam’s most authentic homegrown luxury brands.
Since setting foot on a stretch of pristine beachfront in Cam Ranh in 2012, Pham Van Hien has overseen the birth and growth of a vision—The Anam Cam Ranh, The Anam Mui Ne, Axi Plaza, and an ambitious expansion into Phu Yen. Guided by an ethos he calls “Indochine Charm, Modern Luxury,” his approach is part cultural celebration, part architectural preservation, and entirely focused on guest experience.
We sat down with Mr Hien to discuss the moment inspiration struck, the challenges of building from scratch, and what it means to create something uniquely Vietnamese in an increasingly homogenised global market.
Your journey from academia to becoming a hotelier is fascinating. What inspired you to make such a dramatic career shift, and what were your initial challenges?
After completing my education in Vietnam, I earned a scholarship to study abroad and eventually completed a PhD in physics in the Czech Republic. I later founded the East Sea Group, a privately-owned travel solutions company providing sales, marketing, and distribution services. The nature of this work meant I was constantly travelling—staying in a wide variety of hotels and experiencing different styles of service around the world.
Over time, I found myself increasingly fascinated by the hospitality sector—not just in terms of business, but in its ability to shape a traveller’s experience of a destination. So when I first visited a 12-hectare parcel of beachfront land in Cam Ranh in 2012, I was struck by its serenity and natural beauty. That moment sparked the vision for what would become The Anam.
Establishing a resort from scratch took a great deal of effort, coordination, and resilience—what you might call “blood, sweat, and tears.” But what made it worthwhile was the ability to be hands-on throughout the process—from selecting artisans and materials to shaping a design that reflects Vietnam’s Indochine era and rich cultural heritage.
How did your travels shape your vision for your first hotel, and what specific experiences influenced the concept behind it?
My extensive travel gave me a global perspective. I stayed in properties that were impressive in terms of infrastructure but often lacked identity. That sparked a desire to create something that wasn’t a replica of a Western hotel transplanted into Asia, but rather something original—deeply rooted in Vietnamese culture and hospitality.
Rather than invest in an international franchise, I set out to create a hotel brand that was intimate, refined, and uniquely Vietnamese. The Anam embodies this goal: a place where guests experience a sense of place, surrounded by details and design elements that honour our country’s traditions.
From the imperial-style roofs to handcrafted mosaic tiles, from Nam Dinh carpentry to French colonial floor patterns replicated by artisans in Hue—everything was purposefully selected to build not just a resort, but a story.
What were some unexpected obstacles you encountered when opening your first hotel, and how did you overcome them?
One of the most complex challenges was managing so many moving parts at once—design, landscaping, materials sourcing, team recruitment. It wasn’t just about choosing what colour tile to use, but about sequencing decisions in a way that one step wouldn’t compromise another.
For example, deciding where to plant thousands of coconut trees had to happen before laying foundations in some areas, and the handcrafted tiles needed to be ready at just the right stage of construction. Coordinating all of this—while ensuring the final product met the vision—was both technically and emotionally demanding.
What helped me through was my scientific background: thinking in systems, identifying dependencies, and applying logical sequencing. But more than that, it was the passion and commitment of everyone involved that brought the project to life.
Sustainability is increasingly critical in hospitality. What steps have your hotels taken to embrace eco-friendly practices, and what are your long-term sustainability goals?
From the very beginning, sustainability was woven into our philosophy. At The Anam Cam Ranh, we use FSC-certified wooden key cards, eliminate single-use plastics, and recycle laundry water for garden irrigation. We’ve introduced solar power, use biodegradable rice flour straws, and source wood from sustainably managed forests.
The resort’s in-house filtration system also supplies water for over 240 reusable glass bottles per day—eliminating an estimated 87,600 plastic bottles annually. These small steps, collectively, make a significant difference.
Looking ahead, we’re expanding our solar energy systems and planning new initiatives across all properties to minimise our carbon footprint even further. We view sustainability not as a marketing trend, but as a responsibility to our community, our country, and our planet.
Can you share some examples of how you’ve supported local communities or addressed pressing social issues?
We consider our staff part of our extended family. Many have been with us since the start, and we see it as our duty to invest in their wellbeing and future. Over the years, we’ve contributed to disaster relief and supported local families in times of need.
But beyond reactive help, we want to create long-term impact. We’re currently planning to launch a hotel training college at The Anam Cam Ranh, in partnership with a leading international hospitality school. The aim is to prepare young Vietnamese professionals for a global-standard career in hospitality.
With tourism booming in Vietnam, we believe in investing in people—not just infrastructure.
Expanding into luxury hospitality in Vietnam must have been an ambitious undertaking. What strategies did you use to scale up your business while maintaining quality and exclusivity?
The core strategy was to never lose sight of what made The Anam special in the first place. As we expanded, we ensured that each new property retained its individuality, design integrity, and cultural soul.
We have been extremely deliberate in growth—choosing unique locations and avoiding the “cookie cutter” mentality. Whether it’s The Anam Mui Ne, Axi Plaza, or our upcoming resorts in Phu Yen, each property is purpose-built to reflect its environment while staying true to our ethos: Indochine charm, modern luxury.
How do you ensure your hotels stay ahead of global trends and guest experiences?
We believe authenticity is the most powerful trend. Guests today want more than amenities—they want connection. That’s why The Anam celebrates Vietnam’s heritage through design, cuisine, and service.
We also maintain a strong PR and marketing team that monitors trends and adapts our offerings accordingly. Whether it’s wellness, experiential travel, or the resurgence of slow tourism, we strive to meet those evolving expectations with integrity—not gimmicks.
Axi Plaza, for example, was designed to evoke Vietnam’s iconic coracle boat—offering a distinct sense of place, even within a conference centre.
The hospitality industry is constantly evolving. How have you adapted to changes in travel preferences and expectations, especially in recent years?
Post-pandemic, we’ve redoubled our focus on flexibility, domestic markets, and innovation. We understand that travel habits have changed—guests now value safety, intimacy, and meaningful moments more than ever.
We’ve adapted by introducing new guest experiences, targeting diverse international markets, and nurturing our domestic customer base. It’s important to be nimble—yet grounded in your brand values.
What’s next for your brand? Are there any upcoming projects or expansions we can look forward to?
Yes, we’re currently working on two new luxury resorts in Phu Yen—on an extraordinary stretch of beachfront north of Cam Ranh. When I first saw the land, I felt the same sense of excitement I experienced with Cam Ranh in 2012.
The resorts will have private beach access—an uncommon feature in Southeast Asia—and while they’ll offer distinct value propositions, both will reflect our core ethos. We aim to stay true to The Anam’s vision while evolving in design, service, and sustainability.
Looking back on your journey, what advice would you give aspiring entrepreneurs who want to break into the luxury hospitality industry?
Start by asking yourself one question: What kind of guest experience do you want to create that doesn’t already exist?That will be your guiding light.
Do your research, surround yourself with people who challenge you, and never stop learning. This industry is not easy, but it is deeply rewarding. You will meet people who inspire you, and your work will shape unforgettable memories for others.
And finally—never compromise on authenticity. The most memorable experiences are the ones that feel sincere, grounded, and crafted with heart.