Vietnam’s Anam Group harnesses AI technology to enhance guest experience

July 3, 2025

Luxury hospitality brand The Anam Group is breaking into unchartered territory in Vietnam’s hospitality industry having joined forces with a United States-based company to harness technology that combines the latest innovations from OpenAi and Google.

The artificial intelligence (AI) rapidly yet comprehensively responds to website users’ questions in real-time, 24/7, in roughly 150 languages for resorts The Anam Cam Ranh and The Anam Mui Ne.

Sitting in the bottom right-hand corner of every website page, the website theanam.com’s chat function directly interfaces with The Anam Group’s vast property management system and its wealth of information.

Website users are permitted to ask any question related to a potential stay at either The Anam Cam Ranh or The Anam Mui Ne, ranging from the availability of accommodation to suit their needs, to dining experiences on offer, to the depth of the hotel pools and much more. The chat function instantly responds with accurate and quality responses.

The Anam Group’s commercial director Martin Koerner said the independently owned and operated group was the first in Vietnam to embrace such technology “already blowing the stereotype of chatbots failing to actually answer your question out of the water”.

Koerner shared “this AI technology is a game-changer for how people determine whether they will book a holiday with us when they come to our website. Rather than, for example, having to trawl through our accommodation categories to determine what may suit their needs, such as the size of their family, and then checking if there is availability on given dates, they can garner a comprehensive answer straight away.”

Koerner said the chat function was also “incredibly warm and friendly” in its delivery of information, offering helpful yet non-intrusive alternatives, as well as kind greetings such as, at the end of a response, a small phrase in Vietnamese followed by a translation in the users’ native language.

Koerner added “we are using the latest in AI to deliver good ol’ fashioned Vietnamese hospitality; in this case, providing accurate and comprehensive information to serve the needs of our potential guests, and guests too, on our website.”

In response to the ongoing debate about AI replacing humans, Koerner said that humans were still required to oversee the technology and continually update the property management system to ensure the chat function’s responses were up to date.

In addition to giving The Anam Group the edge on the internet, the technology also allows its staff, who would otherwise be answering questions via the phone and email that the chat function can answer, to instead focus on other priorities such as serving guests in person.

Koerner highlighted “The AI’s profound capacity to communicate in roughly 150 languages also removes any potential communication barriers between our staff and potential customers around the globe.”

AI also currently handles messaging involving The Anam Cam Ranh and The Anam Mui Ne’s Facebook, Instagram and website message boxes.

Within the next few months The Anam Group also plans to roll out AI to comprehensively answer, in any language, in-house guests’ questions via WhatsApp.

For further information or to make a booking at The Anam Mui Ne or The Anam Cam Ranh, visit www.theanam.com

Image top. The Anam Group is breaking into unchartered territory in Vietnam’s hospitality industry with artificial intelligence (AI) that rapidly yet comprehensively responds to website users’ questions in real-time, 24/7, in roughly 150 languages.
Image centre: With resorts The Anam Cam Ranh (pictured) and The Anam Mui Ne, and large multipurpose convention centre Axi Plaza under its umbrella, the luxury hospitality brand has joined forces with a United States-based company to harness technology that combines the latest innovations from OpenAi and Google.
Image.below In response to the ongoing debate about AI replacing humans, The Anam Group’s commercial director Martin Koerner said that humans were still required to oversee the technology and continually update the property management system to ensure the chat function’s responses were up to date.

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