JW Marriott Saigon positions itself as a premier MICE destination: Wielen

The rebranding focuses on redefining the guest experience, focusing on personalisation, culinary distinction, and wellness. TDM interviews Mark Van Der Wielen, Multi-Property Vice President Vietnam and General Manager of JW Marriott Hotel & Suites Saigon on his goals for the property and competitive innovation.

Travel Daily Media (TDM): Can you share the vision and strategic goals behind the rebranding of JW Marriott Saigon?

Mark Van Der Wielen (MVDW): The vision behind the rebranding of JW Marriott Saigon is to create a sophisticated, luxury experience that resonates with both local and international travellers. The strategic goals include enhancing brand recognition, elevating service standards, and fostering a deeper connection with the local culture. This aligns with JW Marriott’s overall aim to position itself as a leader in the luxury hospitality sector, particularly in emerging markets like Vietnam.

TDM: What new offerings or changes can guests expect under the JW Marriott brand that differentiate it from the previous iteration? How does the new brand align with the evolving hospitality landscape in Vietnam?

MVDW: Our latest offerings redefine the guest experience, focusing on personalisation, culinary distinction, and wellness. Each guest will enjoy tailored services that cater to individual preferences, enhancing comfort and satisfaction. Our signature restaurants present a curated international and local cuisine selection, offering a sophisticated dining experience that celebrates diverse flavours. Our comprehensive wellness programs also provide spa treatments and fitness options designed to promote relaxation and well-being. These enhancements reflect our commitment to the evolving hospitality landscape, meeting the demand for meaningful, immersive, and sustainable travel experiences.

TDM: How is JW Marriott Saigon positioning itself as a key player in the MICE space to attract international and domestic business events?

MVDW: JW Marriott Saigon positions itself as a premier MICE (Meetings, Incentives, Conferences, and Exhibitions) destination by emphasising its strategic location and commitment to service excellence. Situated in the heart of Saigon’s central business and cultural district, the hotel offers unmatched convenience for both domestic and international guests. The property features state-of-the-art facilities, continuously upgrading its meeting spaces with advanced technology to enhance the attendee experience. Versatile event spaces accommodate various group sizes, ensuring flexibility for diverse gatherings. With a dedicated team of event planners, JW Marriott Saigon delivers personalised services to create enriching, well-organised experiences that leave attendees feeling connected, productive, and fulfilled. Through these initiatives, the hotel strengthens its brand as a destination that combines quality with a deep focus on guest satisfaction.

TDM: How has the MICE industry evolved in Vietnam and Southeast Asia in recent years, what key MICE trends are you noticing for 2025 and beyond, especially in luxury hotels like JW Marriott?

MVDW: The MICE industry in Vietnam and Southeast Asia has evolved with a significant focus on innovation and sustainability. Key trends for 2025 and beyond include:

• Sustainable Events: Increased demand for eco-friendly practices
• Hybrid Models: A blend of in-person and virtual experiences
• Customised Experiences: Tailored offerings that cater to specific audience needs, especially in luxury settings

TDM: How is technology reshaping the MICE industry in Vietnam? What role do you see innovations like hybrid events, AI, or automation playing in your hotel’s operations?

MVDW: Technology is significantly reshaping the MICE industry in Vietnam in several impactful ways and enabling the MICE industry in Vietnam to become more flexible, efficient, and engaging. Easily, I can list down some factors such as hybrid and virtual meetings, advanced event management platforms, real-time analytics, interactive technologies, AI solutions or sustainability solutions and technology updates for event venues. We are embracing these changes to enhance our operations and guest experience.

TDM: Which markets (domestic or international) are you targeting most aggressively for MICE and business travel? Has there been a shift in target demographics?

MVDW: We are targeting both domestic markets, particularly local corporations, and international markets, focusing on regions with strong business ties to Vietnam.

On the domestic front, there is an emphasis on local businesses and corporations within Ho Chi Minh City and across Vietnam, looking to host conferences, meetings, and corporate events.

International Markets include:

• Southeast Asia: Pursuing clients from neighbouring countries such as Thailand, Singapore, and Malaysia, capitalising on established business relationships and proximity
• Greater China: Focusing on Chinese companies seeking investment opportunities in Vietnam, particularly in the technology and manufacturing sectors
• North America and Europe: Targeting multinational corporations and associations looking to explore business ventures in Vietnam’s growing market

JW Marriott Saigon is strategically adapting its approach to meet the demands of a shifting demographic landscape within the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. Recognising the growing interest among younger professionals and millennials, the hotel emphasises experiential travel and networking opportunities tailored to these groups. Additionally, with the rapid growth of Vietnam’s tech ecosystem, there is an increased focus on tech companies and startups that prefer innovative event formats and collaborative spaces. JW Marriott Saigon is also broadening its outreach to diverse industries, such as healthcare, finance, and sustainability, to attract a varied portfolio of conferences and events. By targeting a balanced mix of domestic and international clients and embracing new event formats, JW Marriott Saigon is positioning itself competitively to remain a top choice for contemporary MICE offerings.

TDM: With Vietnam’s growing economy and booming tourism sector, what factors make Saigon an attractive destination for business travellers and how do you see Vietnam’s infrastructure (transport, technology, etc.) evolving to support increased business tourism?  

MVDW: Saigon’s growing economy, vibrant culture, and modern infrastructure make it an attractive destination for business travellers. The city is enhancing its transport systems and technological infrastructure, which supports increased business tourism. Ongoing developments, such as new airport expansions and improved public transport, further solidify its status. These evolving factors position Saigon as a competitive destination for business travellers, supporting the growing demand for MICE tourism while fostering an environment for business growth.

TDM: How does the rebranded JW Marriott Saigon integrate local Vietnamese culture into its guest experience, particularly for international MICE events?

MVDW: We integrate Vietnamese culture into our guest experience through carefully curated art, design, and cultural programming. Our newly renovated Grand Ballroom and meeting spaces reflect the elegance of Vietnam’s national flower, the lotus, as well as the dynamic flow of the Mekong River, creating an environment that embodies both sophistication and local heritage. Additionally, we offer cultural programming designed to immerse guests, especially those attending MICE events, in authentic Vietnamese traditions, cuisine, and art. These elements combine to provide a unique, culturally enriching experience that connects our guests with the spirit of Vietnam.

TDM: Where do you see the future of the luxury hotel industry in Vietnam, especially in a market as dynamic as Ho Chi Minh City?

MVDW: 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.