A hospitality project only has real potential when it can answer three essential questions: what does the market need, which model best fits the destination, and which partners can create long-term value together?
As the hospitality industry across Asia-Pacific continues to evolve, business development is no longer simply about securing new locations or increasing room inventory. Every expansion decision must be considered in relation to brand positioning, commercial performance, operational capability, and the ability to respond to the changing expectations of today’s travelers.
This is the field that Phan Huu Duc - Regional Business Development Director, APAC at TUI Hotels & Resorts - has pursued throughout more than 20 years in the hospitality industry.
Beginning his career at Accor and later holding senior leadership roles at Vingroup, Sovico Group, and NovaGroup, Duc has been involved in the development of hotels, integrated resorts, mixed-use models, and large-scale hospitality investments. His experience working with both local investors and international brands has given him a strong understanding of the expectations, differences, and common ground between the two sides throughout the development process.
From a business development perspective, Duc looks beyond whether a hotel can simply open its doors. He also considers how the asset should be positioned, operated, and enhanced in value over time. The right brand can help a project access the market more effectively, but genuine performance also requires a clear commercial strategy, a product that matches demand, and partnerships built around long-term mutual value.
At HORECFEX VIETNAM 2026, Phan Huu Duc’s experience will contribute to important discussions on identifying opportunities in new markets, selecting the right hospitality model, and building partnerships that can support sustainable growth. These questions are especially relevant as more destinations attract investment while not every project succeeds in creating lasting competitiveness.
In his current role at TUI Hotels & Resorts, Duc is responsible for development and expansion initiatives across the Asia-Pacific region. His work focuses on building strategic partnerships, driving sustainable growth, and introducing new hospitality models into key markets.
Participants can expect a perspective that goes beyond sales or network expansion. The session will explore how market opportunity, asset value, brand strength, and partner capabilities can be connected to create hospitality projects with long-term potential.
Because in hospitality, expanding faster does not necessarily mean growing better. What matters more is whether each new project strengthens the brand’s position, responds to genuine market demand, and creates clear value for both investors and guests.