Vietnam’s tourism is rebounding strongly, but to truly win over international visitors, brands must go beyond familiar service standards. The ‘Localized Brand Experience’ emerges as the key, where local identity is woven into every touchpoint. At voco Quang Binh Resort by IHG, General Manager Mr. Clay Clayton has brought this philosophy to life, transforming the resort into a destination that is both distinctive and memorable.

New communication trends in the hospitality industry to build trust and attract international travelers

The Current State of the Hospitality Industry for International Businesses in Vietnam

In the first five months of 2025, Vietnam’s tourism sector recorded impressive growth in the international segment, welcoming more than 9.2 million foreign visitors—up 21.3% compared to the same period in 2024. In May alone, international arrivals reached 1.53 million, a year-on-year increase of 10.5% (Dang Huy, 2025). These figures highlight not only a strong and sustainable post-pandemic recovery but also the early effectiveness of government policies on market promotion, visa facilitation, and sectoral management (Source: Tourism Information Center, 2025).

Despite these encouraging signals, particularly in the post-COVID context and amid deeper global integration, Vietnam’s international tourism still faces systemic challenges. In practice, many international hotel brands expanding their presence in Vietnam struggle to reach and retain target customer groups. The root causes lie in cultural differences, consumer behavior gaps, and limitations in localizing communication strategies. These factors not only hinder the ability to effectively tap into international markets but also weaken Vietnam’s overall competitiveness in regional and global tourism.

voco Quang Binh Resort by IHG – a premium IHG resort in Vietnam

The Challenge and the Emerging Trend – Localized Brand Experience

For many international businesses, the greatest challenge lies in balancing the consistency of a global brand identity with the need to integrate into local markets. Too often, global campaigns fall short of resonating with travelers when global messages are mechanically applied to the Vietnamese context. This is precisely why the Localized Brand Experience has emerged as an inevitable trend. It goes far beyond simply translating language or visuals—it is about weaving in cultural nuances, consumer habits, and the unique expectations of international visitors when they arrive in Vietnam.

The principle of Localized Brand Experience is clear: globalizing service standards—quality, operations, and convenience—is essential to safeguard brand reputation. Yet it is the localization of messaging and delivery that unlocks true differentiation. More than an add-on, this is a long-term communication strategy that enables international businesses to build trust, foster emotional connection, and genuinely win the hearts of customers in Vietnam.

Mr. Clay Clayton, Cluster General Manager of voco Quang Binh Resort by IHG, has been quick to embrace this shift and craft a distinctive marketing strategy for the property. Rather than positioning voco Quang Binh merely as a place to stay, the resort has thoughtfully infused local cultural essence into every service experience. This seamless integration has helped the brand stand out, becoming a memorable choice for both international travelers and domestic guests alike.

Mr. Clay Clayton – General Manager of voco Quang Binh Resort by IHG

Brand Experience (BX) Expert is a special series by Novaon Digital in collaboration with brand experts, offering practical insights and modern strategies to build stronger, more meaningful connections with customers.

Q: Mr. Clayton, with the vision that “a resort is not just a place to stay, but a destination in itself”, could you share how voco Quang Binh Resort by IHG brings this philosophy to life through brand experience and local identity?

Clay Clayton: True to that philosophy, at voco Quang Binh Resort we see ourselves as more than just a place of accommodation—we aim to be a destination that delivers a complete experience. voco is an international brand with a personality that is playful, distinctive, and attentive, and we bring that spirit into every detail of our service.

What sets voco Quang Binh Resort apart is the balance we create between international standards and the unique local touch of Quang Binh. Guests can experience the local culture through cuisine, architectural design, and activities deeply connected with nature and the community. This ensures that every stay is not only about relaxation but also a journey of discovery and connection.

Our goal is to become a true destination—where guests find comfort, joy, and unforgettable memories through diverse offerings: from dining experiences and luxury spa treatments to the outdoor pool, recreational activities, and the beautiful beach, all delivered in line with voco’s global brand spirit.

The Retreat Space at voco Quang Binh Resort

Q: How has voco Quang Binh Resort leveraged this advantage to build trust and attract international guests through IHG’s global ecosystem?

Clay Clayton: We take pride in being both the very first voco resort in the world and the first international resort in Quang Binh. This pioneering position gives us a unique foundation to differentiate ourselves and earn the trust of international travelers—guests who seek fresh experiences while still expecting global standards.

We fully maximize the power of IHG’s ecosystem, particularly through the IHG One Rewards loyalty program with tens of millions of members worldwide, along with IHG’s international sales network that spans key markets. This enables us not only to reach a diverse base of travelers but also to elevate our positioning as a rising destination and foster long-term loyalty, even after guests have left.

By combining our pioneering status with IHG’s global strength, we believe voco Quang Binh Resort will stand out as a trusted and distinctive destination on the journey of discovering Vietnam.

Mr. Clay Clayton with the resort team

Localized Brand Experience plays a pivotal role in personalizing the customer journey

 It is not simply about “adding local cultural elements” into services, but about redesigning the entire brand experience. By harmonizing international operational standards with local spirit, brands are able to maintain global consistency while at the same time offering familiarity and distinction at each destination.

Local communication is the key to personalization, as international travelers coming to Vietnam are not only looking for premium accommodations but also seeking to connect with local culture and people. Through language, imagery, and storytelling embedded in local context, brands can create a sense of belonging that encourages customers to engage with services as part of their own journey of discovery. To succeed, such strategies must combine Brand Experience with Strategy, Creative, and Technology in order to deliver a complete and resonant experience.

Ultimately, Localized Brand Experience underscores the close synergy between local identity and global positioning. Local values bring uniqueness and differentiation, while global messaging ensures consistency and credibility. When the two are seamlessly woven together, brands not only gain the trust of international travelers but also affirm a long-term communication strategy: globalizing the experience while localizing the message.

Mr. Clay Clayton underscores the importance of localized communication

Q: In your view, Localized Brand Experience is playing an increasingly pivotal role in personalizing the customer journey. How has voco Quang Binh Resort managed to stay true to voco’s international spirit while authentically connecting with the local culture and community?

Clay Clayton: The voco brand is defined by its personality—Playful, Charismatic, and Thoughtful—along with its core values of “Come on in,” “Me time,” and “voco life.” These are seamlessly woven into the guest experience at our resort. Every visitor feels the warmth of “Come on in” from the very first moment, whether through a local Quang Binh delicacy served on arrival or the welcoming smile of our staff.

The essence of Quang Binh culture is reflected in every aspect of the resort experience—from savoring local cuisine creatively reimagined with international flair, to architectural design inspired by the region’s pristine nature and its spectacular cave heritage. Beyond that, we curate activities that connect guests with the land and its people, such as immersive tours with fishermen, visits to traditional craft villages, and programs that support marine conservation. In this way, each stay goes beyond relaxation to become a cultural journey, deepening bonds with the local community.

We also place special emphasis on engaging modern young travelers—those who are eager for authentic and unique experiences. For them, voco Quang Binh Resort is not just a resort but a destination where they can enjoy international service standards while discovering and connecting with local culture in their own way.

Mr. Clay Clayton shares insights on the Quang Binh cultural experience at the resort

Communication Strategies that Bridge Local Identity with Global Brand Power

According to experts at Novaon Digital, in order to build a bridge between local identity and the strength of a global brand, hospitality businesses are adopting a range of creative communication strategies. Among the most prominent are the localization of both customer experiences and brand messaging.

a. Storytelling Campaign: “People of the Place”
This approach places local people at the heart of the brand narrative. Artisans, fishermen, or local chefs are introduced as “cultural ambassadors,” bringing authenticity and relatability to the hospitality experience. In doing so, the brand does not simply “talk about the place” but speaks with the voice of its people.

b. Localized Experience Content: “A Day in…”
Campaigns such as “A Day in Quang Binh” are crafted to help travelers imagine and feel a complete journey: starting the morning with local coffee, exploring caves at noon, and ending the evening with relaxation at the resort. This storytelling format gives guests the sense of truly embarking on a discovery rather than just watching an advertisement.

c. Social Media Activation with Local Influencers
Instead of relying on international influencers, brands collaborate with domestic KOLs who can tell local stories in a style and language that resonate naturally with customers. This approach enhances credibility while rooting the brand more deeply in local culture and consumer trends.

d. Embedding Local Visuals, Language, and Stories across Channels
From websites, social media, and brochures to resort design and décor, local imagery, cultural symbols, and language are consistently integrated across every touchpoint. This ensures brand consistency while giving international guests the impression of engaging with a brand that feels authentically local rather than a generic global product.

e. Integrating Local Festivals into PR and Communications
By participating in or supporting cultural festivals, arts events, sports activities, or community initiatives, brands blend naturally into local life. Such involvement not only expands media exposure but also demonstrates a genuine commitment to the community, reinforcing long-term trust.

These strategies illustrate how brands can flexibly blend global attributes with local authenticity. However, sustainable success requires a clear distinction between localized messaging and globalized campaigns—two layers of communication that may appear similar but are fundamentally different.

Localized Messaging focuses on adapting language, visuals, and storytelling to reflect cultural nuances, psychology, and consumer behavior in a specific market. For instance, using local symbols or integrating cultural experiences creates emotional resonance.

Globalized Campaigns, by contrast, are designed for consistent application across markets, emphasizing the universal strengths of a brand—such as convenience, international standards, or sustainability—ensuring recognition and alignment on a global scale.

The essential difference lies in the emotional emphasis: localized messaging allows brands to touch the hearts of local customers, while globalized campaigns ensure consistency and reinforce the credibility of a brand worldwide.

Communication Strategies that Bridge Local Identity with Global Branding

Q: With the philosophy of placing people and local culture at the ‘heart of the brand,’ could you share how voco Quang Binh Resort has conveyed these values—from creating a happy workplace and honoring local labor, to community partnerships and green initiatives—across every touchpoint with customers?

Clay Clayton: At voco Quang Binh Resort, everything begins with people. Each of our employees takes pride and joy in being part of the voco family. With our heart rooted in Quang Binh, we place special value on local talent by providing training and skill development programs that empower them to meet international standards while also opening pathways to sustainable careers in the future.

Our commitment, however, extends far beyond the resort grounds. Guided by a philosophy of responsible tourism, we work closely with the community to design unique experiential tours that celebrate local heritage and natural landscapes. We also pursue green initiatives such as reducing plastic waste, using energy efficiently, and prioritizing partnerships with local suppliers. In the short time since opening, we have visited and donated to a local school for children with disabilities, organized blood donation drives for the provincial hospital, and raised funds and gifts for the SOS Children’s Village.

Looking ahead, our vision is for voco Quang Binh Resort to be more than just a destination for relaxation. We aspire to be a driving force that elevates premium tourism, supports the local economy, and highlights Quang Binh’s potential on the international map. Every story we tell through our communications is rooted in real people and real actions, ensuring that the brand not only inspires but also spreads sustainable values to travelers around the world.

The Impact and Value of Localized Communication in Reinforcing Global Brand Equity

By weaving local cultural identity into global brand messaging, hotels and resorts have been able to craft brand stories that are both emotional and distinctive. Campaigns highlighting local people, cuisine, and nature not only amplify brand messages but also allow international guests to truly feel the uniqueness of each destination. This ensures that the brand stands out rather than blending in among the many international resorts in Vietnam.

Localized communication strategies have received highly positive feedback. Domestic guests appreciate the respect and celebration of local culture, while international travelers find their stays more authentic and memorable—going beyond what they typically expect from an international resort. On social media, the involvement of KOLs and customers has generated strong ripple effects, boosting positive conversations and increasing brand awareness.

The successful combination of global messaging and localized experiences also strengthens the positioning of hotels as brands that embody both international standards and local authenticity. In the long run, this strategy not only enhances brand visibility in global markets but also nurtures customer loyalty—encouraging guests to return to continue discovering more of the local value. This becomes a sustainable foundation for hotels to expand and grow in Vietnam as well as across the region.

According to Mr. Clay Clayton, local identity is what creates true differentiation

Q: After implementation, how would you evaluate the effectiveness of the localized communication strategy?

Clay Clayton: After putting the localized communication strategy into practice, the differences became clear on multiple fronts. Our brand stories began to resonate more deeply with international travelers, creating emotional connections that linger long after their stay. At the same time, domestic guests expressed genuine appreciation for the way we honor and celebrate local cultural values. The localized campaigns, carried out in partnership with Novaon Digital, not only strengthened brand awareness and generated strong traction across social media but also positioned the resort as a true destination—one rich in identity, culture, and unforgettable moments.

Q: In your opinion, what is the greatest value for businesses that successfully deliver a Localized Brand Experience?

Clay Clayton: I believe the greatest value lies in building trust and loyalty with customers. When international guests feel that their experiences are personalized, authentically connected to local culture, and still meet global standards, they are inspired to return again and again, forging a lasting bond with the brand.

This goes far beyond the short-term benefits of a single marketing campaign—it becomes the foundation for sustainable growth. With the support of Novaon Digital, we have shown that the Localized Brand Experience is not just a communication concept but a long-term strategy that reinforces voco’s global promise right here in the local market. We are confident that voco Quang Binh Resort by IHG has become a leading choice for workplace culture in the hospitality sector—where local employees can learn, grow, and thrive in their careers.

In an industry where tourism, hospitality, and real estate are becoming increasingly competitive, building a holistic Brand Experience can no longer be limited to services or products. It requires the integration of Strategy, Creative, and Technology. Novaon Digital, with its expertise in consulting and delivering integrated communication solutions, has been a trusted partner in helping brands create differentiated experiences that bridge global values with local identity. The Localized Brand Experience not only enables brands to touch the hearts of customers but also paves the way for sustainable growth, affirming their position in the international market starting from right here in Vietnam.