FREQUENT FLYER
John Nguyen of Trails of Indochina
In the current market, older travellers tend to prefer more luxurious experiences, while the younger, more contemporary globetrotters seek out more immersive, grounded experiences. Is it too much, however, to ask for both? John Nguyen of Trails of Indochina insists on the best of both worlds.
Luxury tourism is an ever-evolving industry. What was once a market filled with grandiose month-long cruises, palatial resorts, and generally over-the-top affairs, has been pretty much replaced with more bespoke offerings that push for a more holistic experience. Think sustainable, eco-friendly resorts, local and organic dining, and grassroots experiences. And as the leading luxury travel operator in Asia for the past 20 years, Trails of Indochina has certainly kept up with the trend.
It’s all thanks to the vision of founder John Tue Nguyen. The 49-year-old Vietnamese native started the company when he noticed the nascent Southeast Asian tourism scene, particularly in his home country, despite its vast and unique cultural landscape. Nguyen is a true believer in the innate curiosity of travellers, and as a bespoke tour operator, is adamant on offering potentially lifechanging, authentic travel experiences.
Your company has recently launched its Ultra-luxe division. How do these experiences stick to your vision?
The focus has and will always be on capturing the cultural identity of the places that we operate in. And as a Hue native, one of my passion projects in the new division are the Ancient Hue garden homes. We bought over five ancient royal houses in the old capital city, which were originally the dwellings of the imperial family. I really wanted to capture the original charm and character of the place, and we spent three million USD to restore them to their former glory, going as far as to track down artisans who used to work during the imperial period. To me, these houses are a true representation of the history of Hue.
How does Trails of Indochina develop its new experiences? Tailor made, unforgettable experiences are our lifeblood, and I work very closely with my product development team to look for potential itineraries in the countries we operate in. Each traveller has their own set of needs and desires, so we separate our experiences into several categories: culinary, philanthropy, wellness, arts and craft, and so forth.
Trails of Indochina has recently expanded into Taiwan, Hong Kong and Japan. What did the team find there?
As always, our itineraries are exclusively tailored to the cultural
experiences at each country. In Hong Kong, guests can experience a low impact Qi
Tai Chi class with a direct descendent of Zhan Sanfeng, the founder of Tai Chi, or a sumptuous tour of the Temple Street Night Market. We highly recommend Japan for travelling foodies; we offer visits to a privately owned machiya (traditional wooden townhouse) where they can learn to cook obanzai,a Kyoto-style of cooking that emphasises the use of seasonal ingredients.
Many of the experiences you offer are highly interpersonal as well. What’s your fascination with this?
We believe that interaction with locals is the most authentic form of immersion. Be it through philanthropy or conversing with local artisans, being able to see culture face to face is certainly eyeopening. I’m very proud of the portfolio we have in Vietnam for this reason. Nestled deep within Hanoi’s old quarter is the house of a 66-year-old Hang Trong (traditional folk art) painter, one of our partners. Guests can watch him meticulously use woodblocks and paint to craft intricate pieces. Another hands-on arts and craft activity is a visit to Truc Chi Garden, a bamboo paper workshop where you can create your very own Truc Chi art piece to bring home.
How do you challenge travellers’ preconceived notions of Southeast Asia?
I think it’s increasingly important to seek out truly unique offerings, especially in the modern era of technology and information that will surprise even seasoned travellers. For example, Laos is becoming an increasingly exciting destination; especially the South’s food production, natural wetlands and historic sites. We are currently developing the Kingfisher Eco-lodge, which boasts impressive views of the Ban Kiet Nong wetlands. Another prime destination in Laos is the Laos Buffalo Dairy, a socially responsible enterprise where you can milk buffalos and make mozzarella.