Wyndham: Bringing Luxury Travel in Phu Quoc to Vietnamese Readers

Vietnam is one of Wyndham's flagship markets in Southeast Asia and central to the hospitality group's growth strategy. The opening of Wyndham Grand and Wyndham Garden in Phu Quoc was a step in that plan, aimed at delivering a premium travel and wellness experience to a broad Vietnamese audience.

The difficulty was familiarity. Many local consumers did not know the Wyndham brand or what it stood for, in a hospitality market crowded with international names. The launch had to communicate a distinct value proposition to Vietnamese travellers, not just announce two more hotels.

Ruder Finn Era organised a media trip with two deliberate purposes. The first was relationship: bringing top mass and lifestyle reporters to Phu Quoc gave Wyndham's representatives time to discuss the potential of Vietnam's tourism industry and the group's future plans face to face, encouraging authentic, organic coverage rather than a rewritten press release.

The second was experience. Reporters stayed in and used the properties, so the premium travel and wellness offer was conveyed naturally through their own accounts rather than through brand claims. The resulting features introduced Wyndham to Vietnamese readers through the eyes of journalists they already trust.