Message from the Group General Manager ............................................................... 03
The Philosophy ........................................................................................................... 04
The Epitome of Asia Hospitality .................................................................................. 05
The Management System ........................................................................................... 06
The Business ............................................................................................................. 07
The Clients .................................................................................................................. 09
Company Affiliates ..................................................................................................... 12
The Organisational Chart ........................................................................................... 14
The Team .................................................................................................................... 15
The History .................................................................................................................. 19
Table of Content
Welcome to the world of Apple Tree Hospitality Management.
In today’s competitive business environment, it is extremely important for us to maintain a
leading position by benchmarking our businesses thus creating a marked difference in the
business settings to attain sustainable growth and profitability. When it comes to planning,
development and the management of a food and beverage outlets or hotel or any hospitality
facilities, no one does this better than Apple Tree Hospitality.
We pride ourselves on our persistent dedication to our stakeholders, partners and guests.
Our expertise lies in the full spectrum of the development and management of premium-
branded, chain and independent properties. Our portfolio includes properties located
throughout Vietnam and Laos from consultancy and our expertise ranges from pre-opening
to managing existing properties in the areas of management, finance management, human
resources management, sales & marketing management to IT support development.
We invite you to join us in making your products and property a leading example in the
industry to promote human talents towards sustainable growth and profitability.
Group General Manager
Message from the
Group General Manager
To be a leader in the service and hospitality industry, the Apple Tree Hospitality owns and
operates some of the finest properties in this region by continuously exceeding guests
expectations and making a positive difference to the stakeholders everyday lives.
The successes result in positive investment returns, which are consistently among the best
in the service and hospitality industry. The Apple Tree Hospitality maintains high level of
professional integrity, fairness and honesty in both its internal and external relationships by
living up to its commitments to its guests, people and stakeholders.
TheApple Tree Hospitality emphasises the importance of teamwork to maintain consistency
in its services and products delivery. By working together as equal partners and treating each
other with mutual respect and trust, the management brings out the best in its diversified
people through effective training and meaningful career and personal development
The name of Apple Tree Hospitality is synonymous with quality food and beverage catering
& outlets, hotels, personalised service, traditional Asian hospitality and a caring concern for
the people, cultures, heritage and environment where it operates.
Started by the Merlin family in Vietnam, it now has extensive operations in the Indochina
regions, with offices located in Vietnam, Thailand and Laos. By providing quality leadership
to its clients, the Apple Tree Hospitality is able to maximise sales, operational profits and
creates asset value for its clients.
Over the last decade, the Apple Tree Hospitality has received numerous awards and
independent media endorsement from guests, tourism organisations, tour operators and
international associations for the quality of its services and products.
The Epitome of
Over 2,500 personnel are employed in the Apple Tree Hospitality, making it one of the
most significant employers in the service and hospitality industry in this region. The various
initiatives, including both lateral and vertical business expansion and integration, results
in a most cost-effective management solution. The Apple Tree Hospitality is also a well-
known name in the leading tourism schools and universities in Vietnam.
To demonstrate its commitment to sustainable business initiatives, theApple Tree Hospitality
opened Kamu Lodge on the Upper Mekong and supports the local communities where it
operates. This unique showcase the generic and uniqueness of the Apple Tree Hospitality
caring commitment for the people, cultures, heritage and environment where it operates.
The Management System
The Apple Tree Hospitality has a wide array of services ranging from General Management
and Consultancy, Operational Management, Sales and Marketing Management, Finance
Management and Human Resources Management.
The Apple Tree Hospitality is a full service management company ranked among the top
hotel companies in Indochina. Management services include Pre-opening and on-going
management. It owns and operates food & beverage outlets and hotels and is actively
pursuing additional management consultancy contracts.
It has assembled a motivated and professional team to effectively manage and evaluate the
various aspects of the business to maximise bottom-line potential and sustainable growth.
cost controls, training and development, preventative maintenance and safety issues.
Sales and Marketing Management
Our sales and marketing team provides the following services:
- Monitor cluster sales pace, assist properties in market segment and to help staff attain
maximum sea sonal revenue through yield.
- Monitor weekly and monthly sales reports to ensure property sales staff is working to
their potential and achieving the results.
- Share a broad spectrum of industry knowledge, online travel websites and related
marketing and adver tising opportunities.
- Assist staff in executing targeted sales plan, follow up with qualified sales leads, make
personal sales calls on properties behalf.
- Provide an annual marketing plan outline as well as conduct review and follow-up of each
- Ensure listing and participation in appropriate national, regional, state and local publications.
- Assist in design and printing of property brand and tactical materials.
Accounting and Payroll Management
The Apple Tree Hospitality operates with a centralized accounting office to maximise
efficiency and reduce operating costs for each property.
Each property is responsible for generating the monthly financial statements, maintains its
own general ledger and set of bank accounts. The payables are authorised at the property
and forwarded to the Apple Tree Hospitality (optional) for payment, allowing the advantages
of a decentralised system but maintaining centralised control from an internal control
The department is also responsible for the filing and payment of taxes. The centralised
accounting system is more efficient and allows us operate with fewer accounting personnel
on property saving payroll costs.
Human Resources Management
With many years of experience in human resources and benefits, the Apple Tree Hospitality
provides support in human resources management. The human resource management
team provides general employment support in the area of administration and generation of
personnel policies and procedures, production of associate standard operating manuals with
related forms; support and guidance from unemployment hearings; as well as complying
with local labour law.
The sensation of splendid surroundings, fine food and impressive services is easily satisfied
at the city’s most prestigious location, the Press Club. All in all, the Press Club Hanoi offers
you a magnificent mix that can be summed up in one word - exemplary. Designed by French
architect Brigitte Dumond de Chassart, Press Club is an impressively radiant 6-story property
with interiors reminiscent of Hanoi of the prospering 20s.
Emeraude Classic Cruises
Every day, the Emeraude journeys through one of the world’s most dazzling natural wonders
and into the sepia realm of a dream. Named for a cruising vessel that plied these waters
between 1906 and 1937, the Emeraude aspires to the magnificence of the bay itself. Its air-
conditioned cabins, en suite bathrooms, award-winning cuisine and spacious deck space set
the stage for the voyage of a lifetime.
La Résidence Hôtel & Spa by Accor
Step back in time. Indulge in the comforts. Bask in the serenity. La Résidence Hôtel & Spa in
Hue, Vietnam. An enchanting boutique hotel on the banks of the Perfume River overlooking the
former Imperial Citadel. Distinctive art deco design reminiscent of colonial Indochina. Discover
a world where ancient traditions mingle with sophisticated style.
Tan My Design Café
The café features some of Vietnam’s finest designers - Fashion, Accessories and Homewares
as well as its own brand. It combines the traditional Tan My values of quality, service and value,
with a new and exciting design focus, from the unique design of the shop, spread over 3 floors
of spacious and bright shopping, to the modern and relaxing café inside. The café offers Hanoi’s
finest espresso coffee, with wonderful light meals, or a glass of wine, looking the artworks of a
number of Hanoi’s best artists.
In Southeast Asia, the great divide between the colonial and modern eras opened in the
1950s after the colonial French decamped for Europe, leaving Laos, Cambodia and Vietnam
to fend for themselves as independent nations. The remains of the former colonies from
before the 1950s is as captivating as relics from another age. And so it is with Villa Maly.
On the banks of the mighty Mekong, Kamu Lodge is a deliberately rustic retreat. Beyond
WiFi. Beyond satellite television. Beyond an unlimited flow of electric current. But upon the
threshold of serendipity. From a base camp set with 20 safari tents, the possibilities are as
close as a neighbouring Kamu Village, or as distant as your legs will carry you.
Dining on the mighty Mekong is to being in Luang Prabang what walking over the Brooklyn
Bridge is to being in New York. Essential. To ensure you do not ‘miss the boat; we’ve launched
the Nava Mekong, the foremost regular dinner cruise opportunity in the royal capital.
Built in 1944 for the US Navy, CALISTO was originally an YMS-1 class minesweeper that
was transferred upon its completion to serve the Royal Navy of Great Britain. After World
War II and a decade of glorious service, her voyage soon charted a new course.
Construction work is underway in Bagan, with the first ‘mockup’ room due for completion in
October 2012. Boasting 82 rooms with unique tented roofs, Bagan Lodge is scheduled to
open in the first quarter of 2013.
The leading inbound Destination Management Company and tour operator in Vietnam,
Laos, Cambodia, Thailand and Myanmar.
Building & Construction Management
The leading construction consulting firm in South East Asia with offices in Vietnam, Cam-
bodia, Thailand, India and France.
Food & Beverages Wholesale & Distribution
Annam is an exclusive importer and distributor of major European and American brands in
Vietnam, Cambodia and Laos.
This division imports & distributes professional light kitchen equipment and glassware in
Vietnam, Cambodia and Laos.
Annam Gourmet Market
Our store stocks the best selection of premium imported and local products.
The Warehouse offers a comprehensive portfolio of the worlds most renowned Wine Brands.
Annam Group has the exclusive distribution agreement and plans to open a network of
shops in the main cities in Vietnam, Cambodia and Laos for Yves Rocher.
Our commitment to guests’ satisfaction is notable. The Apple Tree Hospitality team is
dedicated to provide outstanding services and products. Its hands-on approach instils
guests’ confidence through the actions of its people. It promises quality services and
sustainable business growth to stakeholders.
Group General Manager
The 29 years experience in the field of hospitality have allowed Kurt to travel the world and
work in some of the top hotels and private members clubs including the Regent Hotel of
Hong Kong, which was rated the world’s finest hotel for 2 consecutive years, as well as
properties in Ho Chi Minh City - Vietnam, Singapore, Beijing - China, Durban - South Africa,
London - United Kingdom, Paris - France, Moscow - Russia before finally returning back to
Hanoi - Vietnam once again.
Bagan Lodge General Manager
Shane’s hotel life began in Sydney during the 2000 Olympics at The Grace Hotel. From
there, he moved on to the East Coast of Tasmania at Freycinet Lodge, followed by a new
role as Resident Manager in the Red Centre of Australia at Ayers Rock Resort. Attracted by
the prospect of gaining international exposure, Shane’s next move took him to Vietnam as
the General Manager of Life Resort Quy Nhon, then onto the Life Resort’s managed Blue
Ocean Resort in Mui Ne as General Manager.
Group Executive Chef
Marcel Isaak is a native Swiss who has started his career in Lucerne in 1975 as a young
chef apprentice. He left Europe a few years after completion of his training and joined Hilton
in countries such as Canada, USA, Australia, Venezuela, Colombia, China, Singapore,
Indonesia and India. He moved to Ho Chi Minh City, Vietnam in 1995 to work at the Saigon
Floating Hotel and in 2004 returned for the second time to take over all food and beverage
operations for Apple Tree Hospitality.
Tran Minh Ngoc
Human Resources Director & Legal Advisor
Well versed in local labour laws and practices, investments laws, court procedures
and government regulations, Ngoc plays a key role in giving constructive and practical
resolutions when faced with any challenges. Her perceptive and proactive skills are highly
regarded in an environment where legal systems are evolving. Ngoc also manages costs &
benefits, labour relations, health & safety and develops training & develop programs for all
clients. Ngoc graduated from the Hanoi University with a BSc in French and Russian and
the Foreign Language University with a BA in English.
Hoang Le Anh
Le Anh manages and offers consultancy in the areas of taxation, general accounting from
reconciling internal accounts to reconciling or analysing balance sheets, book keeping and
preparing journal entries. She is also responsible for preparing all financial statements and
reports, payroll and deductions management. She assists clients to prepare budgets from
management to creating budget templates. Le Anh graduated from the National Accounting
University in Accounting and Finance.
Mai Hung Phu
With many years of professional and practical experience, Phu develops, implements and
manages emergency programs for the operation and maintenance of all equipment and
physical structures and landscaping in compliance with corporate and governmental codes
and regulations to protect the stakeholders’asset, guests and employees to ensure optimum
operations, cost effective solutions and maximum guests’ satisfaction. Phu graduated from
the Belarusian State Polytechnic Institute in Minsk with a professional degree in Mechanical
Nguyen Dinh Tri
Tri is responsible for the maximum availability and security of the computer systems throughout
the clients’ company, including provision of IT infrastructure from desktop applications, local and
wide area networks and telecommunications. Tri works relentlessly with senior management to
propose, agree and deliver customised cost effective IT solutions and disaster recovery plan. Tri
looks after the hardware, software and maintenance procurement and procedures. Tri graduated
Duong Thu Nga
Brand & Creative Manager
Nga maintains the integrity of the clients’ brand from developing and creating brands for
new clients to keeping strict adherence to brand guidelines and spirits. In every effort, Nga
assists creative media campaigns to collateral material development to sales presentation.
She ensures that the visual aspect of each new piece is consistent with clients positioning
standards. Nga has also developed clients’ brand manual to ensure that it covers new
technologies and strategies for example ecommerce marketing. Nga graduated from the
Hanoi Law University with a Bachelor of Art degree.
Group Director of Sales & Marketing
Brenda’s career highlights include launching river vessel La Marguerite, marketing Vinpearl
Miss Universe 2008, launching SIF-Standard Chartered Bank African Scholarship program,
rebranding Delta Caravelle Hotel to Caravelle Hotel, launching Traumatology Project in Malang,
launching Dove Spa for Unilever, launching Kotex White Concert Series for Kimberly Clarke,
just to name a few. She has worked in the UK, Hong Kong, Indonesia, Myanmar, Sri Lanka and
Vietnam. Brenda graduated from the National University of Singapore with Economics and now
pursuing MA in Leading Innovation and Change with York St John University UK.
Nguyen Hung Son
Sales & Marketing Manager
Upon graduating from the university, Son joined Hanoi Club, set up by ClubCorp, the first
international private club in Hanoi, in 1995. Son’s passion for the hospitality industry sees
him joining the Press Club in 2003 as a sales executive. His superb relationships with
clients were effectively translated to bottom-line. His performance earned him trust from
the management and he now led a sales force of eight to achieve maximum revenue and
members’ acquisition. Son graduated from the Hanoi University with a major in English
language and the Hanoi National Economic University with a major in Accounting.
Trinh Hong Ngoc
Marketing Communications Executive
Ngoc is responsible for developing and executing marketing communications programmes that
help promote and create awareness around the clients’ brand. She oversees the development
of offline and online advertisements, direct email campaigns and websites. She also works with
media agencies to identify media outlets for company press releases, enforcing brand guidelines
and tracking budgets and creating reports that measure the success of various marketing
programs. Ngoc holds a Business and English degree from the Foreign Trade University.
Les Frères Merlin. The Roque Brothers. The
Morin Brothers. The 1860s. The 1920s. The
21st Century. In Vietnam, the same spirit that
propelled French entrepreneurs halfway around
the world in the 19th and early 20th centuries
is grooming the current redevelopment of
Vietnam. The Merlins, legacy of French business
in Vietnam and the resuscitation of a country
from the economic dungeon 1970s and 1980s,
exemplify this spirit. From scratch, they have built
a portfolio of businesses in the Apple Tree Group.
Their story is part adventure, with a calculated
risk propensity, part bright lights big city, and
altogether compelling. It starts in 1990. Eric
Merlin. A newly minted undergrad, cruising
the world on Wandrejaher, fascinated by Far
Eastern cultures. Meanwhile, his slightly older
brother, Jean-Marc, returns from the States with
an MBA from Duke to work on financing of Euro
Disney, then in investment banking.
When Eric comes back from the Far East,
he realises that his call is not in old Europe.
Throughout the 1990s, Eric follows his bliss
in Vietnam. He launches a travel company
that develops into the premier tour operator in
former Indochina; followed by a multi-pronged
subsidiary in real estate and architecture, import
and distribution. With the expansion, Jean-Marc
relocated with his family to Saigon.
One of the benchmarks is the Roque Brothers,
whose entrepreneurial star blazed through the
former French colonies for nearly 100 years.
A family history recounts the Roque’s diverse
interests as they ramped up their business:
“Soon, they touch everything: towing, sugar,
public works.” Similarly, the Merlins are creating
their own history in this era.
They launched a replica colonial paddle wheel
steamer, The Emeraude. They restore an
historic hotel in Hue. They open the Press
Club in Hanoi. They import and distribute
major American and European brands of food
and wine at Annam They wholesale wine out
of the Warehouse, the most trendy wine and
gourmet food shop in Vietnam. The Bamboo
Factory exports bamboo flooring for IKEA. The
Lacquer Factory fuses traditional techniques
and contemporary designs in household
décor. Archetype is the leading design and
construction company in Southeast Asia, with
offices as far away as India. The last addition is
a real estate development company.
They have named the parent company Apple
Tree Group after their family home in the
Beaujolais region of France.