Anticipating increased demand for year-end travel and parties, Muong Thanh Group is launching a festive campaign with the message "Wishmas - Magical Wishes Happy New Year 2026".

This series of activities runs from now until the end of the New Year holiday, culminating in a New Year's Eve party held at member hotels. Instead of focusing solely on room promotions, this year Muong Thanh is investing in emotional experiences and cultural spaces to attract a diverse range of customers, from hotel guests to local residents.

Customers attend the christmas tree lighting ceremony at Muong Thanh system. *Photo: Muong Thanh*

Since early december, main lobbies of all hotels across the system have transformed their appearance. The space highlights christmas trees decorated in a dominant golden hue. According to a Muong Thanh representative, this color brings a festive atmosphere and creates a warm, luxurious ambiance suitable for winter. Check-in areas are interspersed with waiting lounge spaces, combined with christmas music, to create visual and auditory impressions as guests step in.

The focus of this year's festival season is a change in the culinary experience with the concept "Joy Feast - Festive Delicacies". The menu is designed based on a fusion of Western culinary styles and Vietnamese tastes. Characteristic christmas dishes such as roast turkey, rosemary lamb chops, beef tenderloin with wine sauce, and smoked salmon with cream cheese all appear on the banquet table. Additionally, chefs have included familiar ingredients such as herb butter garlic grilled shrimp, creating a rich variety of choices for diners.

Christmas menu at Muong Thanh hotel chain. *Photo: Muong Thanh*

A representative from the hotel's culinary department stated that the difference lies in the preparation methods and seasoning adjustments. European dishes are refined to retain their original sophistication while remaining approachable for domestic customers. Additionally, the signature drink, mulled wine cooked with cinnamon and star anise, is served throughout the festival season. The warm, herbal flavor of this drink is considered a suitable "catalyst" for reunion parties or year-end business meetings.

Red wine with cinnamon and star anise aroma served by the hotel on the christmas menu. *Photo: Muong Thanh*

As part of the "Wishmas" activity series, the christmas tree lighting ceremony will be held simultaneously at all branches. This annual, symbolic brand activity not only marks the transition from the old year to the new year 2026 but also serves as an occasion for the group to express gratitude to customers and staff.

By combining Western festive spaces with the hospitable service style of East Asians, Muong Thanh affirms its strategy of "integration without assimilation". A group representative shared that standardizing services and synchronizing the festive experience across the entire system is a step to enhance competitiveness.

"The group hopes this series of events will not only meet the entertainment needs of tourists but also contribute to promoting the image of a modern Vietnamese hotel brand that innovates and keeps pace with global cultural trends," said the representative.

Thanh Thu