Change the Meaning of a Trip
WELLNESS & NEW LUXURY
Jeju Island has garnered much attention in recent years. The island has attracted a horde of visitors both from home and abroad with combination of its only one-hour proximity to the mainland, exotic landscape, and the culture of the island’s residents. A lot of places to stay were also discovered in Jeju. While introducing these places in Jeju, I thought about the next destination. That’s when one of the cities in Vietnam caught my attention; the small to medium size city made more accessible by new airline offers at the same time the vacation spot that preserves the tropical nature.
The Vietnamese market was quite intriguing. While unique culture and atmosphere influenced by French colonial time is charming enough, as their economic development is accelerated, foreign investment and ideas of young Vietnamese gave birth to a variety of spaces which entices tourists not only from Korea but all around the world. One of them is Fusion Resort that distinguishes itself from others in that the business encompasses unique approach to luxury and wellness as well as elements of investment, development, design and management.
The concept of luxury is changing in not just a fashion sense but in hotel industries as well. As the main interest of consumers has shifted from materialistic consumption to mental satisfaction, intangible aspects, such as innovation through service design and brand experience, are highlighted in space, rather than luxury shown on the outside like material, finishing or size. In other words, more than branding and designing the core value and shaping the concept, how to deliver has become more important. In that sense, the value of rest and the way it’s delivered that Fusion presents makes us ponder.
We’re experiencing rapid transformation in our lives brought by mobile and social media. We’re living in the age of excessive communication and exposure to superfluous information and connection with others exhausts us, blurring the line between work and rest. We can put it this way: we don’t have such a thing as “log out.” How do we rest? We are at a critical moment to reorganize the speed of life and think about the essence and meaning of rest.
people
Fusion, Innovator to Design the Experience of Rest
Fusion Group that created Fusion Resort Phu Quoc develops and manages the brand based on wellness. Ten years ago in the early stage of the Vietnamese resort business, Fusion started off as a design company but grew bigger to manage the entire structure of the hotel business including concept planning, development, investment, and management. The group is currently running 6 resorts and city hotels with 1,600 guestrooms and 2,000 employees in main vacation destinations in Vietnam.
Fusion is an impressive integrated platform encompassing A to Z in the hotel and lodging business. A-Z here means it includes a chain of all phases from construction and general management to investment, branding, and asset management. Their accommodation in Vietnam combined with the concept of wellbeing was sensational in the market. From the beginning, they presented “offering the opportunity to learn about the body and think about wellbeing” as the core value and therefore strategically specialized in spa.
For this reason, every Fusion hotel has a spa and professional therapists. The concept of a spa was also the first thing they considered in initiating the project. They believe during vacation is the perfect time to rest but it could also turn out to be the perfect opportunity to get healthy. Fusion introduces new experience on health and makes healing process part of the trip. Experience at Fusion goes beyond simply relaxing the body; it provides its visitors with rest in their mind, and furthermore, life’s progress.
Staff at Fusion, called Fusionista, are part of Fusion’s identity. In general, employees at hotels are usually called butler but Fusion Resort calls them “Fusionista.” It doesn’t imply any hierarchy, but as the title itself indicates, the concept places emphases on “creating” rather than “employing.” Fusionista are more like friends than staff, who stay closest to guests, spending time and experiencing Fusion’s programs together.
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Fusion Resort Phu Quoc
location
Phu Quoc, Vietnam’s Hidden Gem
Where Fusion Resort is located in Phu Quoc, the Vietnamese version of Jeju Island in Korea. Phu Quoc’s beautiful beach can be compared to Asia’s main tourist islands such as Bali, Phuket or Ko Samui. It’s the largest island in the country, situated on the very Sothern tip of Vietnam. As the white sand on the beach represents, Phu Quoc is known for its beautiful nature that earned the title “hidden gem” and “pure nature,” attracting international tourists.
There are mainly two ways to travel from Korea to Phu Quoc. One is to fly directly, which takes 5 hours. It takes one more hour by domestic flight when you transfer in from Ho Chi Minh City, and two more hours from Hanoi. Fusion’s guests usually have itinerary both in Ho Chi Minh City and Phu Quoc. The resort is located at the north end of the island. It takes 40 minutes from the airport to the resort by shuttle bus. The calm vibe of the village is impressive.
The island where fictional figure Robinson Crusoe lives is the first image that Fusion came up with when they first saw the land for the resort. The land, without any artificial water, surrounded by the forest, river and the sea resembles an island within an island. The placement of the building boldly open to nature and interior brings an image of a desert tropical island, which makes guests feel like they are becoming Robinson Crusoe during their stay here.
In the back pocket of nature with the beach, river and forest lies a large plot of land where Fusion Resort is located. The resort consists of a reception, F&B, spa pavilion, and villas in four different themes—Sense, Soul, Mind, and Spirit Area. Since the resort is as large as having 450 employees, Fusion put a lot of care in the dorm for the employees when they first planned it. At Fusion, staff is not separate from each other, but all of them together make a family culture as a team who creates Fusion’s service and culture that aims to provide 24/7 care for the guests.
MAKING STORY
Fusion Resort's guest rooms took the motif from the traditional Vietnamese style grass roof to blend into nature. Besides the thatched roof, eco-friendly materials like rattan were used inside the rooms, trying to incorporate elements of Vietnamese style design. Dazzling colors and natural fabric inside the rooms make dramatic contrast to tranquility of the outside. Bringing focus on the space instead of the details also deserves attention. Spacious rooms with high ceilings make the experience more luxurious.
Along with the guestrooms, Maia Spa & Wellness also had a goal to show the clear identity of Fusion Resort. It is structured in a square shape that looks like a large courtyard. Pavilion has 26 double bath treatment rooms under the main concept “close to nature,” and outdoor swimming pool and pepper garden—Phu Quoc is well-known for its fragrant black pepper—and they are also an important part of the resort. Black pepper produced in the garden is intentionally used by a therapist at the spa, which enhances the experience.
On the southernmost island of Vietnam where nothing can be found, Fusion Resort is the first resort ever built in the area. Idly gazing at the beautiful beach and eating coconut would be good enough to make a perfect vacation, I thought. Surrounded by nature, laying on bed, one can find happiness here. The bold and creative touch of placing the bed in the middle of the bedroom started from this simple idea of happiness.
From the entrance, reception and spa pavilion is placed in the middle. Taking into account the employees’ work flow, the dorm is also in the middle of the resort, which is unusual. The trail crossing a straight line from the reception to the beach makes the experience more dramatic. Guestrooms are categorized by where it is adjacent to the river and beach and where it connects and leads the path to the beach. All of them, however, provide the experience of dwelling in the nature with a swimming pool and walls made with green plants.
SPACE
Closest to Nature, Our Body and Mind Finds Rest
It feels like going into the unknown that I have imagined at least once in my life. Entering the Fusion Resort’s main gate, the giant world, disconnected from the outside, reveals itself. The resort is divided into four main sections: villas where guests stay, dining area where food and drinks are served, and lastly, spa in the middle of everything. It took me a while to get used to surreal landscape and buildings standing in harmony with nature.
Reception, as the very first thing that guests see, determines the first impression and narrative of the whole trip. Reception is the ultimate reflection of Fusion’s main concept “understated luxury.” Its connection to the resort’s facilities and water path and fountain that leads to the ocean is impressive. Reception serves as a service space where check-in and check-out takes place as well as concierge and community center where a Fusionista takes care of guests.
Each of four types of guestroom at Fusion have different views. While they share the same design concept, the size, number and view of the room all varies. 130 rooms include One-bedroom Garden Pool Villa, River Pool Villa, Ocean Pool Villa and Five-bedroom Grand Beach Villa. The rooms embracing the texture of nature are quite charming. Natural materials like wood and stone, along with traditional Vietnamese style thatched roof, add warmth to the design.
What impressed me the most on the guide book was definitely the spa. Attesting to its title “All-Spa Inclusive Beach Resort,” Fusion’s spa is the core of the resort and takes up the largest space on the property. In belief that our body and mind finds the rest when closest to nature, everything revolves around nature from garden to inside at Spa Pavilion. Guests can also enjoy other facilities like Pezca, Soul Kitchen, Beach Bar, and Secret Garden during their stay.
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INTERVIEW
Interviews with CEO of Fusion Group, Peter Meyer and COO, and Atilla Erda
stayfolio
Fusion Resort Phu Quoc
How did Fusion begin?
Fusion’s history is quite interesting and still remains in part of our DNA. The business started off as a design company nearly 10 years ago. A group of people were working on a new branding concept and interesting design in the early stage of the development of the resort industry in Vietnam. Fusion essentially advanced to hotel management business from that starting point. Fusion develops, runs and manages its own property now.
We want to know about the value of Fusion group.
We wanted to add the element of wellbeing into the values of the company itself. The hotels are regional and have a bit of a different style. They’re contemporary but also keep it soft, pure, and we’ve now added the aspect of wellbeing within all of our properties. We wanted to have not only healthy food but also body treatments for the guests to initiate them into the idea of wellbeing. We then started the concept where we include a spa in all of our hotels, and that theme became a core value along with being original, sensibility, and being close to our guests, partners, and even our employees.
What would you like people to feel when they’re staying at Fusions property?
As the experience of having the wellbeing is part of their journey, we wanted to give them an initiation. A lot of guests have never done a spa treatment before. We wanted to allow them to use this initiation within the Fusion hotels where they do two or three treatments a day, learn about their body, and eventually learn about their wellbeing. Good massage gives relaxation and peace, and in this initiation we want them to learn.
When the guests first come to Fusion, they understand the value of wellbeing. And when they go back home, they learn something. Within the brands we have at Fusion, we have the Fusion Resort which is the initiation, and now we’re building the Fusion Retreat which is one step above where we allow them to go even deeper into wellbeing. And that becomes an initiation into the next step of their life’s progress. It’s not only about food; it’s also about the mind, soul, which we are now putting into reality in Fusion.
What do you think of the Korean market, and also is there any plan to launch in Korea?
We’ve started to focus on the Korean market at the end of 2015 because we know the Korean market is the market that would fit to a Fusion concept. We’ve tapped into the market by having our own offices and realized that this was the right step to take.
By giving you this example, we have more than 12 million arrivals to Vietnam, coming as tourists, including international visitors and domestic visitors across the entire country. 3 million come from Korea, which is one quarter. Therefore, it’s very important to target and to understand what their needs are. They could go to other nearby countries like Thailand or Indonesia, but they chose Vietnam, which means it’s an important destination for Koreans to travel. Not only because Koreans are investing in Vietnam, but also tourism is expanding, we started targeting the Korean market 3 years ago, and it became the leader of the Fusion group. More than 60% of our clientele in Asia are from Korea. We’ve modeled our concept for the Korean market in terms of pool villas, honeymooners, family, and also golfers. We have done a very good display on how we could make these concepts successful.
Today in 2019, I’m proud to say we understand the market and we hope that we can create new value through Fusion Resort and Fusion Retreat that will allow people to come back and try a new deeper wellbeing project.
I want to learn about Fusion Resort Phu Quoc’s organizational structure. I’m aware of a lot of teams here, how does each team work together as one?
We created the first staff housing in Phu Quoc. In this process, we changed our approach, which is based on the idea that we need to take care of employees 24 hours a day. Each department works and lives together, which we had no experience with. Now, we want to apply this idea to all of our hotels. In fact, when they live together in the dormitory, they work and create a family spirit. Within Fusion, when trying to hire someone, we try to make them understand that their family is always the first. And on top of that, if their family is a priority, we want them to consider Fusion as part of their family.
Do you have any detailed program to manage the employees?
For example, when you start working at Fusion, you are part of our Brother and Sister program for three months. Basically, when you are a new employee arriving in the hotel, another employee in the hotel will explain to you the culture of the region. It’s like holding your hands for 3 months giving you all the basic knowledge of the place. The idea is that we really want to create this family whether you are working in reception or the restaurant, etc. Your “brother” or “sister” in the program isn’t always in the same division. You could have someone in housekeeping holding the hand of, let’s say, a waitress, or you’ll have someone in the spa taking care of someone in the kitchen. This essentially builds the Fusion family spirit. We try to create this because we understand that when you work 9-10 hours a day, it’s almost like half of your day is spent at work. So we try to create this culture. Every week, we also give to the employees 2 hours of relaxation at the spa, or anything related to their wellbeing such as Tai Chi. This is part of the program for every employee at Fusion.
Even though each department is separate, we try to combine them in some way. They will do Yoga at 6:30 in the morning all together, have a massage, or go to town and do an outing. We have football and volleyball teams. Having this spirit is very important because it becomes a culture of one entity, not separate entities.
Can you introduce the spa at Fusion?
Because of the inclusive spa, Fusion is a completely different organization. Here, you have a lot of therapists and large spa rooms. The investors today don’t understand why you would have 20 or 30 treatment rooms because they think building 2-3 is enough. However, our concept was different back in 2008. It was completely innovative. If it didn’t work we would have a lot of space unused, but it turned out to be an advantage in the end. Because of that, we’re the leader in Vietnam. Today, we are focusing in Vietnam because we want to cover many regions with the Fusion brand and, of course, go international. But for now, we want to be the leader in Vietnam.
STAY’s recommended Local Destination
Pepper farm tour
Globally recognized Phu Quoc Pepper farm
Vietnam cooking class
Learning Vietnamese Cuisine While Interacting with Locals
Bee farm tour
Sweet Honey Bee Farm Tour
STAY’s recommended Local Restaurant
Pezca
Perfect Combination of Sunset, Beach and Seafood
Soul Kitchen
Pool Side Bar Where Fusion’s Signature Cocktail Is Available
Secret Garden
Dining Area Where Breakfast and Various International Cuisine Is Available
STAY
What It Means to Have the Best Vacation
We sometimes dream of having our own private vacation away from hustle and bustle of vacation spots full of tourists. That’s why I chose Phu Quoc, relatively less popular among Korean tourists, and a resort, for that matter, not a regular hotel. The Fusion Resort’s website showed the luxurious look of the resort where anyone would be tempted to stay and a spa and wellness program, which gave me an idea of how serious they are about the concept of “rest.” Fusion Resort’s property is spread out to Phu Quoc, Da Nang, Nha Trang and Ho Chi Minh City.
We stayed in the two-bedroom guestroom, called River Pool Villa, sufficient for two families. All Fusion Resort Phu Quoc’s guestrooms have a private pool. With small hills surrounding the villa, the building was intentionally designed to be only open to the forest and river for the privacy. Since everything is available for guests to enjoy, there’s no need to go outside, which makes a perfect rest. I was particularly fond of its “Breakfast Anytime Anywhere” service that allows guests to have breakfast literally anytime and anywhere.
I developed my interest in a spa program even before I got to Fusion. At Fusion Resort, spa treatment is included in the room rate and guests can use it every day during their stay. It’s recommended to make a reservation for a spa when you check-in. Maia Wellness is a large facility that has 26 treatment rooms, as well as an outdoor yoga deck, garden and swimming pool. I received a traditional Vietnamese body treatment with local specialty, black pepper oil. The spa satisfied all of my senses and I spent a peaceful time to heal my fatigued body and mind.
Besides the spa, Maia Wellness hosts regular yoga and meditation programs. I saw many enjoy personal training and exercise here, as well. It was a valuable time for me to experience what “rest” means. It’s not just the time to stop and do nothing, but to proactively explore our own body and mind and make a change. On the beach, guests can also enjoy water sports like kayaking, paddle boarding, and cycling. During our stay here, I wound down my day with the sunset on Phu Quoc’s beach. Appreciating the ocean while laying down on a sunbed, listening to music and reading a book will all be memories to last for a long time.
AM 08:00
Beginning of the Trip
We flew directly from Incheon to Phu Quoc that departed at 1:45 a.m. Spending the night on the plane, we landed in Phu Quoc International Airport at 7:30 a.m. Fusion’s limousine was waiting for us at the airport. Warm welcomes from the staff, music, cold towel to cool down the heat, and drinks were thoughtful. It’s the beginning of our trip.
AM 10:30
Captivated by the First Impression
We checked in early when we arrived at the resort. Reception space stretched to the beach left a strong impression. After having a cup of coffee at Secret Garden, we looked around the resort. Different places like a private beach, shared and private swimming pool remind me that I’m in the tropical vacation destination.
PM 2:30
Breakfast Anytime Anywhere
The best part about resort trip is that we can take care of everything in the resort without having to go anywhere else. We decided to have breakfast at the private beach. Besides breakfast, foods are also served to the room so guests can enjoy the dining experience even in their own rooms. It’s time for me to relish in my luxurious vacation.
PM 5:00
Arriving at the Guestroom
The guestrooms were larger, higher, and more pleasant than I thought. The open space connected to the outside seems to have no end. While the detail does its job, the space itself is the luxury. While the exterior of the villa utilizes local’s natural materials to blend in to the landscape, the structure and placement inside the rooms is strikingly different than any other places.
PM 6:00
Beautiful Sunset
Phu Quoc’s sunset was absolutely stunning. At the private beach only open to Fusion guests, paddle boarding and volleyball was available. Without any activity, though, just looking away the ocean without caring about the time washes away all my stress and concerns. Beach Bar hosts performance every night and Soul Kitchen offers a variety of cocktail menu and wood fired pizza.
AM 10:00
The Highlight of Fusion
To wind down my day, I went to the spa I reserved the day before. The spa is something you shouldn’t miss out on at Fusion. Among a diverse spa menu such as body care, skin care, nail care, and health program, I chose the body care service provided with the region’s specialty black pepper oil. It relaxes my body and mind—what a peaceful time. One day is never enough to enjoy what Fusion offers.
PM 12:00
Enjoying the Swimming Pool
The next day, I went to the main swimming pool before lunch. An Infinity Pool connected to the horizon of the beach was fabulous. I saw people enjoying in their own way, reading, listening to music, or sipping on cocktail while laying on their sunbed. I had a great time swimming myself here.
PM 3:00
Yoga Program
Part of the healing program includes Tai Chi, yoga, aqua swim session open regularly every day. I chose yoga and was surprised to see the crowd with many diverse nationalities. With a professional’s instruction, my body and mind felt so much relaxed.
PM 6:00
Last Moment at Beach Bar
We went Beach Bar that we missed last night. The bar’s design seemed inspired by a fish boat docked at Phu Quoc’s beach. It hosts a live concert at sunset every day. Looking at the sun set over the horizon of the ocean, this perfect moment is what I was looking for, I thought.
4 POINT OF VIEW
ORIGINALITY
The Place We Envisioned Once in Our Life
People in modern days choose to seclude themselves for restoration and more creative and productive life. Fusion Resort Phu Quoc is the place where we have envisioned to realize that goal, providing a secluded place to get away from everything. It’s an ideal place for perfect restoration that allows us to get away from our hectic lives and rejuvenate us with not only with the space itself but other services including private pool, garden, incredible view of the beach and river, body treatment and breakfast available anytime anywhere.
DESIGN
Crafting the Best Vacation
The creation of Fusion came from the question “What makes the best vacation experience?” Fusion’s definition of luxury is not limited to what constitutes the space, but rather the space itself. In that sense, spacious rooms with high ceiling and an endlessly stretched pool make a special experience. The design embraces the harmony of Western and Asian culture, along with Vietnamese flair. A variety of styles working together display Fusion’s unique brand.
Hospitality
Fusionista, the Messenger of Fusion
Fusion’s concept can’t be discussed without “Fusionista.” The title doesn’t imply any position or hierarchy. But rather, Fusionista are the members who create the different experience for guests as a friend who always stays close to them. Fusionista also speak many languages for better communication. They play a significant role in taking care of guests’ health and rest as a messenger to deliver the core value of Fusion.
PRICE
Ultimate Answer for a Perfect Getaway
Your trip to Vietnam has been made easier as low-cost carriers (LCC) promote more flights. Phu Quoc is gaining the spotlight with its pristine nature and Vietnamese culture that connects East and West. People have grown more interested in wellness, spanning body, mind, and health of society. This all-Inclusive resort suggests the ultimate answer for a perfect getaway.