Unique 'school' on secret island

On arriving at the JW Marriott Phu Quoc Emerald Bay, guests are welcomed by a high-ceiling, stylish reception desk. / Courtesy of JW Marriott Phu Quoc Emerald Bay

JW Marriott Phu Quoc drawing attention to Vietnam's hidden gem

By Kang Seung-woo

PHU QUOC, Vietnam -- Phu Quoc, the largest yet idyllic Vietnamese island, is starting to gain recognition as a new hot getaway destination in tourist attraction-rich Southeast Asia.

Ty Collins, the general manager of the JW Marriott Phu Quoc Emerald Bay

Its postcard-perfect setting and beaches with powder white sand and emerald sea are breathtaking, paving the way for the island to develop into a must-visit sightseeing spot.

And the JW Marriott Phu Quoc Emerald Bay, the first international luxury hotel brand there, is further contributing to putting the island on the map as the property allows travelers to fully discover Vietnam's “best kept secret.”

Phu Quoc is located 45 kilometers off the Southern coast of Vietnam ― a 40-minute flight from Ho Chi Minh City.

The sprawling beachfront hotel opened its doors in January 2017 after famed American hotel architect Bill Bensley designed it on the “unique” concept of a fictional academy named Lamarck University.

In fact, the property, laid out like a campus, gives the collegiate vibe, with each building named an educational “department,” from biology and zoology to architecture and fine arts.

“I think it is the most unique, most fun and most interesting resort in Vietnam and maybe in all of Asia because of the whole concept, or the university concept in all the different buildings,” Ty Collins, the general manager of the JW Marriott Phu Quoc Emerald Bay, said in an interview with The Korea Times.

A Turquoise suite bedroom / Courtesy of JW Marriott Phu Quoc Emerald BayCourtesy of JW Marriott Phu Quoc Emerald Bay

“It has a really interesting story that goes around the designs like the Hoi An-style building down the Rue de Lamarck and a kind of French colonial design over different areas of hotel.”

The Rue de Lamarck is the main street that extends through the whole resort, featuring artisanal boutiques and cafes for guests and locals to enjoy.

The hotel's 234 guestrooms, suites and villas are divided into the different faculties and except for the private villas, other accommodations are ocean-facing and include spacious balconies with sofas, helping guests take full advantage of the picturesque views of unspoiled Kem Beach with its long stretches of powder-soft sand.

“We have probably the most beautiful and safe beach in Vietnam,” Collins said.

“Most of the hotels in Phu Quoc on the west side are on Long Beach, which is nice, but the benefit we have here compared to others is a protected bay. So, it is like a private beach.”

A shell-shaped pool, one of the three pools at the hotel / Courtesy of JW Marriott Phu Quoc Emerald Bay

Playing on the concept of academia, the JW Marriott Phu Quoc, dubbed the “paradise of entertainment,” schedules a variety of recreational activities, referred to as classes, around the resort campus.

They range from lantern making, cooking, surfing and beer yoga, bike tours, cocktail making and island excursions. Plus, water activities such as paddle boarding and kayaking are available free of charge.

In addition, guests can also enjoy an award-winning, Alice in Wonderland-inspired spa, where mushroom-shaped furnishings and hand-painted walls of flora and fauna can be spotted throughout.

Although Phu Quoc, regarded as Vietnam's hidden paradise, is now basking in the spotlight as an up-and-coming holiday destination, it was off the radar just a decade ago.

For Collins, who has over 20 years of hospitality experience, it was a huge challenge to lead a newly launched hotel off the beaten track.

“When I came here in April 2016, my main focus at the time was to increase awareness about Phu Quoc as a destination. I never heard of Phu Quoc before ― even though I lived in Phuket, Hawaii and other places,” said the American, who has lived in Asia for 16 years.

“So when I moved here, my No. 1 goal was to increase awareness around the world about Phu Quoc, so people will come and see it.”

The general manager also said he also focused on developing his team, the quality of its culinary offerings and the quality of services to make them as amazing and beautiful as the hotel itself.

It did not take long before his efforts paid off, with the JW Marriott Phu Quoc winning many awards of excellence, including Asia's Leading New Resort and the World's Best New Resort in 2017 at the World Travel Awards and the Best Hotel in Asia in 2018 at Luxury Lifestyle Magazine's Readers' Travel Awards.

The JW Marriott Phu Quoc Emerald Bay, modeled after a mythical school called Lamarck University, is laid out like a campus. / Courtesy of JW Marriott Phu Quoc Emerald Bay

Vietnam is the darling for Korean vacationers thanks to its famous destinations such as Hanoi, Ho Chi Minh City and Da Nang, among others ― although Koreans currently account for some five percent of the entire guests at the JW Marriott Phu Quoc, according to the general manager.

However, Collins, who served as the inaugural general manager of the Seoul Marriott Executive Apartments from 2005 to 2008, believes there is something about his hotel that can appeal to more Korean travelers.

“I think they will love the hotel and the design the most. I mean, usually on the first two days, there are too many details and there is over-stimulation,” he said.

“Koreans have a natural understanding about quality and design.”

He added that all the activities such as lantern making, bike touring and activities on the beach will also appeal to Koreans, as well.

“We would like to have 10 to 12 percent (from Korea) as our customers,” he said.

To this end, the general manager said a direct flight connecting Phu Quoc and Korea had to be opened in advance.

Last week, Vietjet, a Vietnamese budget airline, announced its plan to operate the Phu Quoc to Seoul route starting Dec. 22 with a flight time of around 5 hours 30 minutes per leg.

Despite its meteoric rise as a travel destination, Phu Quoc still remains fresh on the tourism scene as evidenced by its lack of relevant infrastructure

However, Collins said the island has a bright future ahead thanks to the government's development plan as a key tourism hotspot.

“Phu Quoc has been designated as a special economic zone by the Vietnamese government. You can see there is development happening on the island. All the development in different zones have already been signed off by the government,” he said.

According to him, a variety of facilities such as villas, shopping malls, hotels and a new golf course will come under the initiative.