With over 20 years of seasoned experience in the financial sector, Mr. Lê Thanh Bình’s transition into the hospitality industry was not merely a “casual venture” but a bold, strategic move. By blending systematic management thinking with the high standards of the Swiss EHT program, Binh has driven impressive transformations for VIAS Hospitality and VIAS Hotel Vung Tau.
Mr. Lê Thanh Bình, CEO of VIAS group
After two decades immersed in numbers, investment funds, and corporate strategy, Bình embraced a radically new challenge in 2024. Despite his extensive executive background, he adopted a “beginner’s mindset” upon entering the world of hospitality—an arena where his colleagues already possessed decades of hands-on experience.
” I saw that everyone was full of experience, whereas I could be considered to be starting from zero in this industry,” he admits.
Rather than relying on executive authority, Bình chose the path of persistent learning. He poured over industry research, seeking to bridge his strategic mindset with the nuanced, daily operations of the hotel business.
Swiss EHT: A Catalyst for Operational Excellence
Seeking to formalize his operational knowledge, the CEO found his catalyst in the Swiss Executive Hospitality Training (Swiss EHT) program—an experience he relates as a “fish finding water.” For Bình, Swiss EHT provided the critical framework needed to synthesize fragmented practical experiences into a logical operational model. This model revolves around three core pillars: Customer Experience, Optimized Operations, and Sustainable Development.
During training, Bình made a strong impression with his disciplined spirit. He studied diligently, always sitting in the front row and asking most questions. As a result, he achieved the distinction of Top Graduate in the Foundation course and runner-up in the Intermediate course. He has just completed the Advanced course — the final stage to complete the program.
Binh discussed with the trainer and participants at the Swiss EHT’s Advance Course
Infusing the Swiss Spirit into Vias Hotel Vung Tau
After the trainings, Bình immediately translated the concepts of “personalization” and “sustainability” into tangible operations at VIAS Hotel Vung Tau.
“What I value most about the Swiss EHT program is that it goes beyond merely improving service quality and establishes a systematic framework for behavior management and the guest experience,” Bình explains. Today, daily etiquette is clearly distinguished from context-driven operational protocols. Instead of relying solely on intuition, the VIAS team engages with guests through a standardized behavioral framework, ensuring professional and consistent interactions at every touchpoint.
Another transformative shift was adopting a highly structured approach to the guest experience, mapping out the “five senses”—lighting, sound, scent, touch, and taste—to elevate the entire customer journey. This refinement is evident in thoughtful details, such as turning on the air conditioning 30 minutes prior to check-in to offer immediate relief from the coastal heat. Furthermore, staff dedication shines through their ability to anticipate the exact culinary preferences and breakfast routines of loyal guests, fostering a warm, home-like atmosphere.
From a management standpoint, Binh has seamlessly integrated financial strategy into pricing and revenue management, focusing on the quality of revenue rather than mindlessly chasing volume. Yet, he balances these metrics with a focus on his team’s core soft skills: empathy and the emotional intelligence required to resolve issues and maximize guest satisfaction.
On the sustainability front, VIAS Hotel has banned single-use plastics, replacing them entirely with glass bottles. The property has also optimized its laundry processes to conserve energy and elevated its food safety standards, championing a genuinely green and healthy resort environment.
A meeting with colleagues at work
Meaningful Metrics and an Industry-Wide Vision
After nearly a year of implementing these strategies, the 150-room VIAS Hotel Vung Tau has delivered stellar financial results. The numbers speak volumes: room occupancy has grown by 10%, average daily rates have increased by 10%, and total revenue has surged by an impressive 40%, cementing the brand’s competitive edge and market appeal.
As CEO of VIAS Hospitality, Lê Thanh Bình’s ambitions extend far beyond operating a single hotel. He is architecting a premium management platform that retains an authentic local identity while operating at international standards. Looking ahead, the dedicated executive plans to launch a consulting division to help domestic hotels optimize their operations, elevate their star ratings, and boost their commercial value, thereby contributing to a sustainable tourism ecosystem in Vietnam.
For Lê Thanh Bình, “continuous learning” is not just about doing a job well, it is about creating kind, enduring values for the tourism and hospitality community in Vietnam.
Watch this video to learn more about Lê Thanh Bình’s story: