Vietnam has emerged as one of Asia’s most dynamic tourism markets, welcoming over 17.6 million international arrivals in 2024 as travelers increasingly seek authentic, immersive experiences. This trend—often described as ‘deep tourism’—creates a perfect backdrop for BelGroup Hospitality, a Thai hotel management company operating 20+ properties across heritage-rich and coastal destinations such as Hoi An, Da Nang, Nha Trang, and Phan Thiet.

To complement its cultural vision with modern scalability, BelGroup has partnered with PKFARE to extend its global distribution reach and bring culturally immersive stays to a wider audience.

The Objective

BelGroup turned to PKFARE to address several critical objectives:

1. Expand access to long-haul international markets.

2. Tap into new B2B channels that value curated, high-quality inventory.

3. Improve speed-to-market for both inventory and pricing updates.

The Solution

Through PKFARE’s streamlined API connectivity, BelGroup now distributes its premium hotel inventory to a network of 2,000+ global partners. This integration ensures seamless access to diverse distribution channels while maintaining control over brand positioning and rate integrity.

Why PKFARE

BelGroup chose PKFARE for its unique combination of advanced technology, trusted global relationships, and deep market expertise. PKFARE provides:

1. Real-time connectivity, ensuring rates and availability are always accurate and up to date.

2. Data-driven insights to optimize pricing and guide distribution strategies.

3. A trusted partner network spanning Asia, Europe, and North America—critical regions for BelGroup’s future growth.

Under PKFARE’s distribution umbrella, our Vietnamese properties—rooted in local culture but aiming global—can experience similar growth, efficiency, and brand control at scale.

Mina Lam, Director of Marketing and Communications, BelGroup Hospitality

Expanding Reach to International Markets

As Vietnam’s inbound tourism diversifies, BelGroup has been intent on expanding its distribution beyond domestic demand and short-haul Asia.

“Our guest mix is balanced between domestic travelers and regional international markets such as Korea, Japan, and Singapore. We’re also seeing growth from Europe. They are seeking longer stays to explore authentic cultural experiences and deeper local connections. We should be well-positioned to capture this wave,”said Mina Lam, Director of Marketing and Communications, BelGroup Hospitality.

The partnership with PKFARE has proven instrumental in realizing this ambition. Today, 94.5% of BelGroup’s bookings via PKFARE originate from outside Southeast Asia, with nearly 30% coming from Europe. This long-haul market segment not only stays longer but also aligns naturally with BelGroup’s emphasis on cultural immersion.

Tapping Into Airline-Driven B2B Channels

As traveler expectations evolve, the flight booking stage is increasingly becoming a touchpoint for accommodation inspiration. Many travel agents are now packaging flights with hotels to create personalized bundle products. This shift has also transformed the role of airline consolidators, who traditionally focused on flight content but are now actively seeking premium hotel inventory to strengthen their offerings. For hotel chains, this represents an important growth segment: tapping into airline-driven distribution provides exposure to travelers at the very start of their journey planning.

With access to 600+ airline content and a strong foundation in flight distribution, PKFARE has built a far-reaching B2B network that connects travel agents and consolidators across Asia-Pacific, the Middle East, the Americas, Europe, and beyond. By connecting BelGroup to these channels—well beyond its traditional distribution scope—PKFARE enabled the group to reach travelers who might otherwise not have encountered their brand. Between H2 2024 and H1 2025, this expansion delivered a significant uplift in both room nights and gross merchandise value (GMV), demonstrating the value of airline-driven cross-selling.

Scaling Growth Through Operational Excellence

As Vietnam’s deep tourism market expands, BelGroup is strategically growing its portfolio in coastal and heritage destinations with high inbound potential. However, scaling successfully requires more than just additional rooms—it requires operational precision.

PKFARE provides ongoing operational support by ensuring accurate mapping, real-time channel updates, and optimized pricing. More importantly, it addresses common pain points such as rate disparity and delayed onboarding. By eliminating these bottlenecks, PKFARE has enabled BelGroup to preserve brand integrity while accelerating the performance of newly launched properties, resulting in a sustained uplift in both yield and booking volume.

As BelGroup observed, “Under PKFARE’s distribution umbrella, our Vietnamese properties—rooted in local culture but aiming global—can experience similar growth, efficiency, and brand control at scale.”

What’s Next

As BelGroup scales its portfolio in Vietnam’s high-potential destinations, PKFARE will remain a strategic partner—empowering the group to:

1. Penetrate emerging markets across Asia-Pacific and Europe.

2. Enhance dynamic pricing strategies with real-time market intelligence.

3. Strengthen long-term relationships with global distributors, ensuring BelGroup’s culturally rich properties are positioned alongside top-tier international brands.