Goetz Bauer: The captain of Vietnam’s first Autograph Collection

Vinpearl Landmark 81 – Autograph Collection, like a sky-high sanctuary, promises to provide visitors with unique and above-the-cloud experiences in Vietnam. Mr. Goetz Bauer – Cluster General Manager of Vinpearl Landmark 81 – Autograph Collection, Danang Marriott Resort & Spa, Sheraton Phu Quoc Long Beach Resort, Sheraton Can Tho, Sheraton Hai Phong, and Four Points by Sheraton Lang Son – had the honor of discussing his vision and direction in Vietnam with Wanderlust Tips.

Good afternoon, Mr. Goetz Bauer! The Autograph Collection brand is well-known for emphasizing individuality and originality in all areas. What are your thoughts on the concept of “originality” at Vinpearl Landmark 81 – Autograph Collection?

Vingroup’s pride is the Landmark 81 building. With a height of 461.3m, it is now the tallest building in Southeast Asia. It was proudly built by a Vietnamese corporation to serve as a symbol of the new Vietnam. That was also the reason for the Vinpearl Landmark 81 – Autograph Collection collaboration between Vinpearl Landmark 81 and the international luxury hotel brand Autograph Collection. Vinpearl Landmark 81 – Autograph Collection, with its perfect link between traditional architecture and a firm open vision of the future, will always bring unique and different experiences to everyone in Vietnam to enjoy.

How do the distinctive features of Vinpearl Landmark 81 – Autograph Collection express the harmonious local culture?

The entire staff at Vinpearl Landmark 81 – Autograph Collection is extremely proud of the Oriental Pearl restaurant, which offers sophisticated and classy culinary experiences with a wide range of seasonal, regional, and international specialties. The Cloud Lobby Lounge, which serves high-end Vietnamese brand products, and Sky Studios on the 69th floor will cater to a variety of needs, promising to be spectacular experience spaces that exceed customer expectations. Visitors will be able to discover a new Vietnam in the identity space of Vinpearl Landmark 81 – Autograph Collection thanks to events that connect local cultures and focus on traditional values mixed with creative modernity.

Can you tell us more about Vinpearl Landmark 81 – Autograph Collection’s challenges and opportunities as the country’s first Autograph Collection imprint?

Following the pandemic, most hotels in Vietnam have implemented new destination promotion strategies, including Vinpearl Landmark 81 – Autograph Collection. We hope to promote the destination by bringing the image of dynamic Ho Chi Minh City, as well as the country of Vietnam, closer to the international market.

However, one of the top concerns of tourism following the pandemic is the restriction of flight routes, as the aviation industry has yet to recover to pre-pandemic levels. Airfares are currently higher than usual, and routes have not been fully reopened.

And, hotel room rates do not always play a significant role in determining a customer’s trip. Business tourism has made a strong comeback in Ho Chi Minh City in particular, and in Vietnam in general, while resort tourism continues to face challenges, owing largely to the significant impact of travel costs on total trip budget.

I’m hoping that by 2023, the balance will be restored, particularly with regard to airfares. Customers will be able to spend more of their money on high-end resort services as airfares remain stable. I believe that major markets, including mainland China, will return in 2023. When the epidemic situation is under control and the tourism market is fully reopened, resort tourism will thrive, particularly in cities such as Ho Chi Minh City.

Aside from the difficulties associated with flights, what do you think about the challenges posed by human resources in the hotel industry following the pandemic?

In Thailand, I worked with many cooperative investors to convert domestic branded hotels to hotels managed by Marriott International, which was in a similar situation to the current Vinpearl Landmark 81 – Autograph Collection in Vietnam. Before officially opening, the hotel in Thailand had a temporary closure for restoration, and the human resources department was also changed to suit the new working environment. However, in this collaboration between Vinpearl and Marriott International, both parties agree to keep the staff, with the exception of the general manager and senior positions, which will be changed to accommodate Marriott International’s new operating system. Vinpearl in Da Nang became a Danang Marriott Resort & Spa, Vinpearl in Lang Son became Four Points by Sheraton Lng Sn, and many other locations became Marriott-standard hotels overnight.

What is Vinpearl Landmark 81 – Autograph Collection’s future target audience and customer attraction strategy?

Vinpearl Landmark 81 – Autograph Collection was constructed and officially opened in mid-2019. The Landmark 81 building represents a prosperous and new Ho Chi Minh City and Vietnam.

We have strategies that are appropriate for a wide range of customers. Vinpearl is currently one of Vietnam’s largest hotel groups. The domestic market accounts for approximately 90% of all Vinpearl hotel guests. When the market was transferred to Marriott International, the brand that manages over 8.700 international hotels, it was linked to international markets such as the United States, Canada, Korea, and many other destinations around the world. We have noticed significant changes in the tourist target of Vinpearl Landmark 81 – Autograph Collection in recent months. With first-rate services and a prestigious Marriott International system, we can easily supplement the domestic market with inbound tourists from all over the world.

Furthermore, the Marriott Bonvoy program, which has millions of members worldwide, will support Vinpearl Landmark 81 – Autograph Collection and provide immediate access to the international hospitality industry. Loyal and frequent visitors to Ho Chi Minh City for business or official purposes will remember more than one Marriott International hotel in Vietnam. Everyone is excited to visit Vinpearl Landmark 81 – Autograph Collection and experience the wonderful hotel in the heart of bustling Ho Chi Minh City. One of the hotel’s most significant advantages in reaching an international audience is its location.

Vinpearl Landmark 81 – Autograph Collection is a sky oasis in the heart of the city. Everything in Ho Chi Minh City is appealing, from culinary experiences to resort experiences. One of our most appealing features is that we provide a classy and luxurious entertainment venue in a free space.

Why did Vinpearl Landmark 81 – Autograph Collection choose to collaborate with well-known Vietnamese brands such as LaCaph coffee and Marou chocolate?

We do not have any specific criteria for working with Vietnamese brands. Vinpearl Landmark 81 – Autograph Collection is an example of modern Vietnam. As a result, we concentrate on providing our customers with the best possible experience. One way to accomplish this is to introduce authentic Vietnamese experiences via local brands.

Vietnam was the world’s second largest coffee exporter in 2008, but its products were not particularly popular. Currently, Vietnam is poised to join the global supply chain, particularly in luxury goods. We strive to provide premium local experiences that meet Marriott standards.

In addition, in the second quarter of 2023, we will develop a “comfort bathroom” project with Vietnamese partners. In fact, foreign hotels have a high proportion of international employees. Vietnam, on the other hand, prioritizes domestic personnel and local skills. Vinpearl showcases the talents of Vietnamese people in addition to natural beauty and indigenous architectural style. That is the image we want to project for a new Vietnam.

What challenges did you face while working in the hotel and service industries? Can you tell me more about the principles you use to become a good leader in the service industry?

Every position, in my opinion, has advantages and disadvantages. I have the advantage of being able to hold a variety of positions in multi-brand hotels across multiple countries. I am especially fortunate to have 28 years of hotel and service management experience. In Thailand, I also worked as a manager for similar hotel brands. In addition, I was in charge of the sales and marketing departments at Courtyard Berlin Teltow and Renaissance Karlsruhe in Germany before moving to Ho Chi Minh City in 2008 as Marketing Manager at Renaissance Riverside Saigon. These advantages enable me to compensate for the current market’s difficulties. As a result, I am more confident in accepting management positions at six Marriott International hotels in Vietnam, including Vinpearl Landmark 81 – Autograph Collection, Marriott Da Nang Resort & Spa (Vinpearl Luxury Da Nang), Sheraton Phu Quoc Long Beach Resort (Vinpearl Resort & Golf Phu Quoc), Sheraton Hai Phong (Vinpearl Hotel Imperial Hai Phong), Sheraton Can Tho (Vinpearl Hotel Can (Vinpearl Hotel Lang Son).

One of the most important aspects of hotel management is revenue. A good hotel manager, in my opinion, must bring consistent revenue. Other problems can then be solved more quickly and smoothly. Stable revenue is critical in attracting reputable and trustworthy partners.

Finally, how do you define luxury, in your opinion, for readers of Wanderlust Tips?

To me, luxury is defined as unrestricted freedom and comfort. Because the world has been forced to remain closed over time, freedom has become increasingly valuable. Before the pandemic, we had no idea how valuable a free life was. Everyone’s life will become more luxurious as they gain more freedom and comfort.

Mr. Goetz Bauer is wished success and exciting experiences at Vinpearl Landmark 81 – Autograph Collection by Wanderlust Tips.

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