When Communications Becomes a Core Capability for Travel Companies

In a February 2026 commentary on Diễn đàn Doanh nghiệp, Mr. Bùi Thanh Tú — Marketing Director of BestPrice Travel — argued that communications is no longer a supporting marketing tool. For travel companies, it is becoming a core competitive capability.

Data, Customer Insight, Clear Branding

Drawing on BestPrice Travel’s experience, Mr. Tú wrote that digital communications only works when built on data, deep customer understanding and a clear brand position.

Technology helps personalise content, reach the right audience and measure results. But if the message lacks depth, differentiation and a true reflection of company capability, digital media becomes an expensive race without lasting returns.

What the Industry Still Needs

He called for digital-transformation support programmes that go beyond tools — into content thinking, brand management and social responsibility.

When guided well, tourism communications becomes part of national service-economy strategy and destination branding — not just company advertising.

A Long-Term View

Tourism still has large growth headroom as the economy restructures. Only companies with disciplined, long-term communications — tied to overall business strategy — will stay competitive.

Lunar New Year, he noted, is a natural moment for operators to reassess communications: not as a campaign tactic, but as a strategic muscle for Vietnam’s next tourism chapter.

Source

📰 Based on: Diễn đàn Doanh nghiệp — “Khi truyền thông trở thành năng lực lõi của doanh nghiệp lữ hành” by Bùi Thanh Tú (20 Feb 2026).
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