In the framework of Food & Hotel Hanoi 2018, technical seminar on “Customer experience management in hospitality industry” is organized by SES Vietnam and Vietnam Hotel Association (VHA), with the content consulted and management by Outbox Consulting, have attracted the participation of more than 150 guests, who are represenatives from Vietnam National Tourism, Tourism Associations, and Departments of Tourism and especially leaders, middle and senior managers of hotels across Vietnam, especially domestic hotels.


The seminar was held for the first time in Vietnam on the subject of customer experience management in the hospitality industry, and gathered outstanding speakers and panelists who are experts from leading hotel brands and profound experience in designing and managing customer experience in Vietnamese tourism today. The event, which combines presentations and panel discussions, provided attendees an overview basic information, solutions and tools to optimize service quality through a brand new hospitality concept: "Customer Experience Management". 

img_0069 Photo Credit: Mrs. Do Hong Xoan, Chairwoman of VHA

In the seminar, the speakers focus on introducing new contexts of the hospitality industry, new changes in consumer trends and visitor expectationsthat may affect the operation of the hotels in Vietnam. Form that point, introducing to attendees about the fundamentals of customer experience management as well as offers core solutions for enhancing and managing the hotel customer experience from basic to complex (internal process management, customer data management and applying technology). The solutions will be illustrated by the case studies from the hotels or projects that the speakers are carrying out directly.

Also within the framework of the seminar, the attendees will have chances to listen to diversified point of views about the most important values as well as the optimal solution of applying customer experience management in the context of Vietnam hotel industry. It also offers the opportunities for attendees discussing with guest speakers – who are experts in the field of customer experience to open up new practical issues of applying customer experience management in Vietnam hospitality industry. 



  • Ms. Nguyen Thi Thuy Minh – Deputy General Manager, Sheraton Hanoi Hotel
  • Ms. Nguyen Anh Thu – Director of R&I, Outbox Consulting
  • Mr. Nguyen Thanh Phong – Club Metropole Manager, Sofitel Legend Metropole Hanoi
  • Ms. Dang Thanh Tu – Director of Rooms Division, JW Marriott Hanoi
  • Ms. Nguyen Thi Thanh Thuy – General Manager, Silk Path Hotel Hanoi
  • Ms. Dinh Thi Bich Tra – Director of Sales, Legacy Yen Tu – MGallery by Sofitel