From Flight Attendant to Startup: Bringing Vietnamese Identity to the World Through an App

Instead of leaving travelers to search for destinations, services, and events on their own, a Vietnamese experience platform is taking a different approach: using AI to proactively recommend experiences based on each person’s preferences, habits, and itinerary.

Vio app is an application for event ticketing and booking beauty and sports services. It also leverages artificial intelligence (AI) to help users make bookings quickly and transparently on a single platform.

From Her Travels as a Flight Attendant, a Former Cabin Crew Member Saw a Gap in Vietnamese Tourism

Phan Chau Ngoc, Director of Vio Technology Company Limited, said she spent six years working as a flight attendant, giving her the opportunity to travel to more than 40 countries. Through her travels, she realized that Vietnam has many unique attractions and experiences, but they have yet to be introduced to the international community on the scale they deserve.

“What concerns me is that when I ask international friends, especially those living on the other side of the world, whether they know Vietnam, many of them immediately think of the Vietnam War. They don’t yet know that Vietnam has beautiful landscapes, diverse tourism activities, and many unique experiences,” she said.

Recalling the deeper motivation behind Vio app, Ngoc reflected on conversations she had with international travelers. Although they consistently praised the beauty of Vietnam, many admitted that if they had to choose a destination to return to multiple times, they would still prioritize Thailand.

“That small detail stayed with me. Clearly, we have the culture and the scenery, but somewhere along the way, the service experience for travelers is still fragmented. As a result, the overall picture is not yet complete enough to encourage them to stay longer or return,” the CEO shared.

Based on her firsthand experience, she found that Vietnam’s tourism service ecosystem remains fragmented, while pricing information is not always transparent. Tools that help travelers book services, search for experiences, or discover Vietnam’s destinations, heritage sites, and historical landmarks have yet to be connected into a unified system.

According to Ngoc, Vietnam’s tourism industry still relies heavily on foreign e-commerce platforms such as Klook and Agoda. There has yet to be a Vietnamese-owned booking platform that can bring a Vietnamese voice and perspective to the world.

Founded in 2024, Vio app aims to create a platform where small businesses, household businesses, and individuals can showcase the services and experiences they offer.

“For example, nail care, eyelash extensions, and spa services are experiences that international visitors really enjoy in Vietnam. There are also experiences connected to the night-time economy, such as listening to live music at music lounges and tea rooms. I want to contribute to the development of Vietnam’s economy and tourism through experiences like these,” Ngoc said.

A “Personal Assistant” Designed to Organize Users’ Itineraries

In recent months, Vio app has placed greater focus on events and experiences. According to Ngoc, travelers not only need services during a trip but also want to discover activities that fit their schedules and personal interests, such as listening to music, joining workshops, or experiencing local culture.

Vio app’s direction goes beyond simply allowing users to search for services themselves. The platform aims to proactively bring relevant experiences to each user based on their preferences and behavior.

“Some people enjoy crowded places, while others prefer quiet and peaceful environments. Our AI analyzes these preferences and proactively recommends services and experiences that are suitable for each individual, helping create a more complete journey,” she said.

For businesses, Vio app provides tools to manage employees, operating hours, and customer allocation. The goal is to help businesses, household businesses, and individuals on the platform make better use of their operating time and create greater value.

On the user side, the platform aims to proactively recommend services based on individual data and preferences. Ngoc believes that by connecting both sides, Vio app can create a stronger link between customers and service providers.

Unlike applications that focus on a single type of service, such as event ticketing or beauty appointments, Ngoc said Vio app is designed to cover a wider range of services that can become part of a person’s daily schedule or travel itinerary.

“From the beginning, we developed Vio in a broader direction so that any experience could potentially be available on the platform. At the same time, the system focuses on understanding customers, understanding what end users want, and analyzing their preferences,” she said.

For example, when a traveler searches for information or books a ticket to a destination such as Ninh Binh, perhaps purchasing a ticket to the live-action historical show Anh Hung Co Lau, Vio app does not stop at providing the ticket. The platform can continue recommending other experiences and services in the same destination, helping build an itinerary based on the traveler’s length of stay and personal preferences.

“That is what Vio app is trying to do: give every customer a personal assistant that specializes in organizing their itinerary, understands them, and creates an experience that matches what they are looking for,” Ngoc said.

Vio App Is Not Competing in a Voucher Discount Race to Attract Customers

In terms of its business model, Vio app primarily generates revenue through advertising and promotional services for businesses and event organizers.

For users, the platform offers promotional programs, but Ngoc said Vio app does not encourage excessively deep discounts as a way to attract customers.

“If we offer users too many vouchers and discounts, they may come to us simply because of the discount rather than because the service itself is worth paying for,” she said.

Deep discounting can also lead to price erosion in the service market as businesses continuously compete by offering discounts of 50% or even 70%. Therefore, Vio app aims to focus on service quality rather than encourage a race to the bottom on prices.

After more than two years, Vio app now has more than 3,000 businesses and hundreds of events on its platform, providing a foundation for the team to continue developing with confidence.

With a mission to optimize people’s time and elevate urban service experiences, Vio: Smart Booking is a pioneering platform that applies AI technology to time and leisure management. The app currently provides event ticketing, beauty, and sports booking services nationwide, connecting thousands of users with quality businesses.

Experience a comprehensive digital transformation solution by downloading the app on the App Store or Google Play, or learn more at www.vioapp.io.

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