Nestled on the banks of the Perfume River in central Vietnam, Azerai La Residence Hue is a beacon of art deco elegance and quiet luxury. At the helm is Minh Phan, a seasoned hotelier whose journey to leadership has been as rich and layered as the city he calls home.
Born in 1964, Minh’s early career took a very different shape. After studying English at Hue University of Education, he spent six formative years working at a heavy engineering firm in Czechoslovakia. It wasn’t until the early ’90s, amid Vietnam’s changing economy, that he entered the hospitality world—initially out of necessity. But what began as a practical decision quickly became a calling.
I worked in a wide range of roles—from waiter and receptionist to front office manager, sales manager and director of human resources. Each position gave me insight into a different aspect of hotel operations and helped me grow professionally.
Since 2013, I’ve had the honour of leading the team at Azerai La Residence Hue, where I’ve found not only my vocation but also a deep connection to the history and hospitality of this extraordinary city.
What inspired you to pursue a career in hotel management?
My entry into the hotel industry was more a matter of circumstance than ambition. In the early 1990s, Vietnam was emerging from decades of economic hardship, and jobs were not easy to come by. I started working in hospitality simply because it was an opportunity that presented itself—and I needed to support myself.
But something surprising happened. As I served guests and worked alongside passionate colleagues, I discovered a real joy in the work. The energy of hotel life, the diversity of the people I met, and the fast pace of each day—it all suited me. The satisfaction of helping someone feel welcome and valued became a powerful motivator.
Over time, what began as a practical decision evolved into a true calling. I found fulfilment in learning new skills, in mentoring younger team members, and in seeing how every detail contributes to a guest’s overall experience. That passion continues to this day.
How do you balance emerging trends and evolving guests’ preferences?
Balancing innovation with authenticity is one of the most important aspects of managing a modern luxury property. Guest expectations are constantly evolving, and it’s essential to stay ahead of those changes while remaining true to the spirit of your destination.
At Azerai La Residence Hue, we keep a close eye on both global hospitality trends and local cultural shifts. We pay attention to guest feedback, regularly review industry insights, and rely heavily on the observations of our front-line staff, who are often the first to notice subtle changes in what guests want.
Hue’s unique setting—once the imperial capital of Vietnam—gives us a rich cultural canvas to work with. We curate experiences that celebrate this history, from traditional royal cuisine and private heritage tours to local wellness rituals. At the same time, we invest in sustainable practices and discreet technologies to meet the expectations of today’s eco-conscious and tech-savvy travellers.
The goal is always to create something timeless but never outdated—something rooted in place, but shaped by global sensibilities.
Looking back, is there anything you would have done differently?
To be honest, I’ve always seen every step of my journey—planned or unplanned—as essential to the person and professional I’ve become. Even the early, modest roles taught me discipline, humility, and the importance of teamwork. I wouldn’t erase any of it.
However, if I could have influenced anything, it would have been to shine a brighter spotlight on Hue earlier in my career. Hue is a city with incredible potential: a rich imperial heritage, exquisite gastronomy, a deep-rooted sense of wellness and spirituality—and yet it is still underrepresented on the global luxury travel map.
If given more authority earlier on, I would have worked more proactively with tourism bodies, cultural institutions and the hospitality sector to elevate Hue’s profile internationally. The city offers something rare: not just history, but a living heritage. I see it as a place that can rival any cultural destination in the world if promoted and preserved properly.
What defines your management style?
I would describe my management style as collaborative, hands-on and emotionally intelligent. I lead by being present. I’m not someone who stays in the office all day—I like to walk the floor, speak with staff, and interact with guests. This visibility builds trust, and it allows me to understand operations at every level.
I also prioritise fairness and mutual respect. Many of us spend more waking hours at work than anywhere else. For that reason, I strive to make our hotel a second family for the team—somewhere they feel appreciated, motivated, and empowered.
I strongly believe in the value of listening—really listening—to team members. That’s where the best ideas come from. I also believe in giving people responsibility and the freedom to act. When people feel trusted, they rise to the occasion.
To me, leadership is not about control; it’s about alignment, empathy, and building a culture where people want to succeed together.
What are your strategic goals and vision for the hotel and if appropriate where that integrates into the hotel group’s aims?
My goal is to cement Azerai La Residence Hue as one of Vietnam’s most respected boutique luxury properties. We already have a strong reputation for our design, our service and our location—but there is always room to refine and evolve.
Our strategy focuses on three core pillars: cultural depth, wellness, and sustainable luxury. We aim to offer experiences that are not only memorable but deeply rooted in the history and daily life of Hue. That includes collaborating with royal descendants, local artisans, and culinary experts to provide meaningful encounters that go far beyond sightseeing.
We’re also aligning our operations more closely with Azerai’s broader vision of elegant simplicity and responsible tourism. Sustainability isn’t a trend—it’s a commitment. Whether it’s reducing waste, preserving the site’s original 1930s French architecture, or supporting local suppliers, we want to contribute positively to our community and environment.
Ultimately, I want guests to leave with a deeper understanding of Hue—not just as a place on the map, but as a destination that lingers in the memory and spirit.
What advice would you give to someone starting out?
Be open. Be patient. And most of all, work with heart. Hospitality is one of the most human professions—it’s about caring, connecting, and creating moments that matter.
It’s important to understand that every role, no matter how junior, contributes to the guest experience. Pay attention to detail, support your colleagues, and approach each day as an opportunity to improve.
Technical skills can be taught, but qualities like empathy, resilience, and curiosity will take you far. Never stop learning. And don’t be afraid to start small. I began as a waiter—and that experience taught me lessons I still carry today as a general manager.
If you bring kindness and a willingness to grow into your work, the hospitality industry will reward you with lifelong opportunities and connections.