Brand positioning strategies of global hotel groups in Vietnam

In recent years, Vietnam's tourism industry has become increasingly potential because Vietnam's economy has grown steadily, per capita income has increased, leading to an increasing demand for tourism. Vietnam is also gradually emerging in the world with a tropical climate that creates diversity in the ecosystem, rich nature, many types of fruit, rustic beauty, majestic nature attracting a large number of international tourists, potential for high-end tourism development. Attracting many international investors, leading to fierce competition in the high-end hotel segment. Global hotel groups need effective positioning strategies to develop in Vietnam. The article is of high urgency due to the development potential of the tourism industry, the important role of brand positioning and the actual needs of hotel groups. This study provides useful information for stakeholders, contributing to promoting the sustainable development of Vietnam's tourism industry.