Mr. Mark van der Wielen – Vice President of Marriott Hotels in Vietnam and General Manager of JW Marriott Hotel & Suites Saigon – with extensive expertise in the hospitality industry, 27 years of experience with Marriott, and 25 years of living in Vietnam, candidly shared his insights with us during a three-hour conversation. The discussion revolved around the transformation and renovation of JW Marriott Saigon to elevate its status as a luxury hotel, enhance service standards, align with market trends, meet the increasing demands of customers, and outline Marriott’s vision and development direction in Vietnam.
JW Marriott Saigon has been operating under the JWM brand for four months and has achieved significant success. With this transition, what challenges have you faced in building a new culture for your team, and what successes have you seen? Additionally, what tips would you offer for achieving that success?
The main challenge over the past four months has been transitioning from the previous brand to JW Marriott, especially in training employees to meet the new luxury service standards. Previously, the hotel operated under a different brand, so the team needed to familiarize themselves with new processes and standards. This required a large-scale training effort, with over 100 trainers from various locations participating. While some staff adapted quickly, others needed more time to fully embrace the new luxury service requirements. Nevertheless, after four months, most employees have adapted well, and customers have noticeably experienced an improvement in service quality aligned with JW Marriott standards.
We addressed these challenges through comprehensive training and by fostering open communication among team members. We emphasized the core values of Marriott International and the JW Marriott brand through training programs and practical application. Key factors for our success include clearly communicating the vision, investing in staff training and development, and offering recognition and rewards to motivate employees.
Building a strong corporate culture takes time and commitment, but with the right strategies in place, it leads to remarkable results.
As a luxury brand, what is the long-term vision of JW Marriott Hotel & Suites Saigon, and how is the hotel positioned in the HCMC market? What are the leaders and managers of JW Marriott Hotel & Suites Saigon doing to make this place a top destination for international and Vietnamese business customers, always meeting and exceeding customer expectations?
JW Marriott Hotel & Suites Saigon is a luxurious urban resort in the heart of Saigon, offering a harmonious blend of local charm and tranquility. Here, guests can fully immerse themselves in peaceful moments, forge meaningful connections, and enjoy profound experiences. Inspired by the philosophy of wellness and the legacy of Marriott International’s founder, every detail at the hotel is thoughtfully crafted to reflect local allure and deliver exceptional guest experiences.
From panoramic views of Ho Chi Minh City’s skyline to culinary adventures highlighting local flavors, every service is designed to nurture the soul and foster meaningful connections. With attentive and meticulous service, we provide guests with unforgettable moments, allowing them to focus on what truly matters most in life.
JW Marriott Saigon has an exciting roadmap for the next 20-24 months, which includes major renovations of its F&B outlets, guest rooms, and apartments. The most notable changes will be seen in the restaurants. For example, the current Chinese restaurant and Purple Jade will be rebranded into a completely new dining concept. Additionally, the hotel will renovate its guest rooms and apartments to align with JW Marriott’s new direction and positioning for 2025. To ensure minimal disruption to guest experiences during the renovation process, the hotel plans to carry out the work in phases. These improvements are part of JW Marriott’s broader strategy to stay relevant in an ever-changing market and to provide guests with the most modern and luxurious experience possible.
JW Marriott Hotel & Suites Saigon is the brand’s third hotel in Vietnam. Could you share why Marriott International decided to expand in Ho Chi Minh City at this time and what opportunities does the brand see in the Vietnamese market?
The luxury hotel industry in Vietnam, especially in Ho Chi Minh City, presents significant growth potential, driven by key emerging trends. Guests are increasingly seeking personalised luxury experiences, emphasising bespoke services tailored to individual preferences. Sustainability has become a crucial factor, with eco-friendly initiatives and wellness programs gaining importance among travellers. Additionally, offering authentic local experiences, such as culinary classes or cultural tours, and hosting unique events like themed culinary nights or private gatherings, is becoming a prominent demand. The rise of business travellers is another key factor, as Ho Chi Minh City solidifies its position as a leading MICE destination in the region. Furthermore, the integration of smart technology is revolutionising the guest experience, enabling seamless interactions through mobile apps and enhancing service delivery through data analytics. This comprehensive strategy not only supports the rebranding of luxury hotels but also aligns with the evolving trends and future opportunities in the hospitality industry.
JW Marriott Saigon positions itself as Vietnam’s leading MICE destination (Meetings, Incentives, Conferences, and Exhibitions) by emphasizing its strategic location and commitment to exceptional service. Situated in the heart of Saigon’s commercial and cultural district, the hotel offers unparalleled convenience for both domestic and international guests. It features state-of-the-art facilities and continually upgrades its conference spaces with advanced technology to enhance attendee experiences. The versatile event spaces can accommodate groups of varying sizes, ensuring flexibility for diverse gatherings. With a dedicated event planning team, JW Marriott Saigon provides personalized services to create rich, perfectly organized experiences that leave attendees feeling connected, productive, and fulfilled. Through these initiatives, the hotel reinforces its brand as a premium destination, focused on guest satisfaction and delivering excellence.
What do you think about the growing trends in the hotel and resort industry such as mental and physical health, sustainable development, AI technology application, experience, or bleisure? Will JW Marriott Hotel & Suites Saigon choose to apply any of these trends for itself?
Besides the prominent trends, JW Marriott believes that a connection to the natural environment is a necessary part of nourishing one’s soul. From sourcing fresh ingredients to guiding explorations of the landscape, we strive to honor the natural environment, and to bring the outside into the hotel.
JW Garden is a signature element of the JW Marriott experience focused on creating sensory connections with the natural world. This rooted approach to enlivening one’s spirit enables our guests to appreciate our practices and feel rejuvenated by all that we harvest. The JW Garden aims to provide a space for growing fresh herbs and vegetables that will be used in our on-site restaurants, enabling a farm-to-table approach and allows guests to enjoy fresher, more flavorful dishes. Additionally, we prioritize using locally sourced ingredients to ensure every dish is not only fresh and delicious but also a true representation of Vietnam’s culinary essence.
Moreover, we are dedicated to infusing the richness of Vietnamese culture into every moment of our guests’ experience. Through carefully curated artworks, sophisticated design, and exceptional cultural programs, we offer guests – especially those attending MICE events – the opportunity to immerse themselves in the beauty of Vietnam’s traditions, diverse cuisine, and unique artistry.
At the same time, you are the Vice President of Marriott Hotels in Vietnam. In your opinion, what is the key to Marriott maintaining its corporate culture and achieving success?
Marriott’s secret to success lies in its strong company culture and adherence to five core values: Put people first, Embrace Change, Pursue Excellence, Act With Integrity and Serve our world. These values guide Marriott’s operations, ensuring a consistent and high-quality experience for guests. By focusing on caring for employees, Marriott ensures that staff members are motivated and empowered to care for guests. Trust, development opportunities, and internal growth are central to Marriott’s culture, fostering long-term loyalty and satisfaction among employees. This culture of respect and continuous improvement is one of the key reasons Marriott remains a global leader in hospitality. Employees are encouraged to grow within the company, and the culture of internal development creates a sense of belonging and pride in being part of the Marriott family.
How do you assess Marriott International’s position and stature in the Vietnamese market?
Marriott International is the world’s largest travel company, offering an unmatched choice for guests and driving unrivaled value for owners. With our expansive portfolio of brands, dynamic sales and marketing platform, and the world’s most admired guest loyalty program, Marriott Bonvoy, we focus on driving long-term profitable partnerships with owners. A Brand Leader – Offering the most powerful portfolio in the industry, our more than 30 leading brands and nearly 9,100 properties in 142 countries and territories give people more ways to connect, experience and expand their world.
In Vietnam, Marriott International’s presence has expanded from 10 to 25 properties over the last two years. With over 50 projects in the pipeline, Marriott International is committed to launching more exciting properties and brands in Vietnam. In 2025, we expect to welcome at least two more properties, including a landmark luxury hotel. Sustainability remains at the core of our business, guided by Marriott’s Serve360 platform for sustainability and social impact.
Marriott has a deep understanding of the rapidly evolving Vietnamese market. The expectations of Vietnamese guests have changed dramatically over the years, especially with the increasing sophistication of local consumers. In the past, guests might have been satisfied with basic wine selections, but today, they demand a much broader range of wines and gourmet experiences. Marriott is committed to keeping pace with these changes by adapting its services and offering more personalized, high-end options to meet the rising demands. In addition, Marriott focuses on developing local talent, offering opportunities for employees to grow and advance within the company. By staying attuned to the local market’s needs, Marriott ensures it can continue to offer an exceptional experience to Vietnamese guests, no matter how their preferences evolve. In development, we are dedicated to empowering Vietnamese talent to reach their full professional potential. We currently have over 7,700 managed associates across our 24 properties in Vietnam, and since 2021, we have signed MoUs with more than 70 higher education establishments.
