On December 20, 2025, Lead-UP Academy, in collaboration with Hoi An Tourism – Service Joint Stock Company, officially launched the training program “Awakening the Service Spirit – Spreading the Beauty of Hoi An.” The program is designed for the staff of the Hoi An Hotel Café, held in the presence of the Board of Management and representatives of relevant units. The program was implemented in the context of the café having just completed its renovation and presented a new appearance. At the same time, it addressed the urgent need for alignment between space – people – service style, with the aim of delivering a holistic and consistent experience for visitors to Hoi An.

Program Opening – Message from the Leadership

Speaking at the opening ceremony, Ms. Nguyen Thi Ngoc Lan – General Director of Hoi An Tourism – Service Joint Stock Company shared key orientations, clearly reflecting the commitment and expectations of the leadership team toward this training program.

She emphasized that the title “Awakening the Service Spirit – Spreading the Beauty of Hoi An” is not merely a slogan, but rather a shared aspiration of the Board of Management and all staff members in the journey toward building sustainable service quality that embodies the cultural identity and people of Hoi An. According to her, in an increasingly competitive tourism environment, differentiation does not lie in scale or formality, but in the service mindset, attitudes, and the way each individual treats customers. By striving just 1% more each day, through every small action, every gentle word, and every appropriate gesture, these efforts collectively create a better version of oneself, while simultaneously spreading the positive image of the people of Hoi An to both domestic and international visitors. The message of “1% improvement every day” does not create pressure, yet it is strong enough to inspire a spirit of proactive learning, continuous change, and ongoing self-improvement among every staff member.

[Photo: Ms. Nguyen Thi Ngoc Lan – General Director of Hoi An Tourism – Service Joint Stock Company presenting flowers to Expert Pham To Hoai]

When People Are Regarded as the Most Valuable Heritage

Since Hoi An was recognized by UNESCO as a World Cultural Heritage Site, the city has not only been renowned for its ancient architecture and distinctive landscapes, but has also been deeply appreciated for its intangible cultural values, most notably the people of Hoi An and their warm, humane character.

For many years, the local authorities and residents of Hoi An have consistently upheld the perspective that “people are the most valuable heritage”—the core factor behind the sustainable appeal of Hoi An’s tourism. Visitors may come for the heritage, but they return because they feel respected—through gentle manners, sincere conduct, and a sense of tranquility experienced at every daily service touchpoint.

A New Appearance Requires New Service Standards

Following the café’s upgrade and renewed appearance, customer expectations have also changed significantly. Guests no longer come solely for coffee, but to enjoy a sense of comfort, refinement, and subtlety that is uniquely Hoi An—expressed through greetings, eye contact, service manner, and situational handling.

In the context of intense tourism competition, every small experience can become either a strength or a weakness. A minor service lapse not only affects the café itself, but also impacts the overall image of the hotel and the destination of Hoi An.

[Photo: The trainer guiding hands-on practice and providing immediate feedback and corrections to participants on the spot.] 

Hands-on Training – Learning Directly in the Real Service Environment

The training program was conducted in person, in full alignment with the hands-on, practice-oriented philosophy of Lead-UP Academy. After classroom-based theoretical instruction, trainer Pham To Hoai directly guided participants through role-playing practice at the actual service site—the café. Within this familiar environment, every service behavior, every phrase, and every operational movement was carefully analyzed, guided in detail, and corrected on the spot.

This training approach enables participants to:

• Clearly distinguish between habit-based actions and standard-compliant practices
• Gain deeper understanding of the value of each small detail in the customer experience
• Apply learning immediately to daily work, avoiding purely theoretical instruction

Training does not stop at “knowing,” but aims to change real behaviors in every service shift.

[Photo: Participants preparing and getting ready for on-site practical exercises conducted directly at the café.]

Standardization Without Losing Identity

The program was designed with a structured – systematic – hands-on orientation, with the following objectives:

• To unify service mindset across the entire team;
• To standardize behaviors, professional demeanor, and communication skills;
• To strengthen coordination among operational roles;
• While simultaneously preserving and spreading the value of “nhân tình thuần hậu”—the core beauty of the people of Hoi An.

The opening session took place in a serious, focused, and open atmosphere, marking the beginning of a training journey aimed at achieving substantive changes in mindset and service practices, grounded in the sustainable cultural values of Hoi An.

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