Amid industry-wide challenges in connecting the right products with the right customers, Hoi An Memories Land has found a path to success. Through digitization and the international reach of OTAs, it has grown its international visitors from 5% to 35% of its total customer base.
Hoi An Memories Land invites visitors into the story of Hoi An, a historic trading port city, through its headline outdoor show involving nearly 500 performers. Duc Anh Trinh, e-commerce manager at Hoi An Memories Land, says the company’s mission is to leave a lasting impression. They aim to inspire visitors to carry the image of Hoi An with them long after their visit.
The magic that occurs on their 25,000-square-meter stage draws viewers into an immersive world. Meanwhile, Duc says their own business has entered a whole new world with the help of digitization.
“Through GetYourGuide, we have been able to connect with the right global audience, supported by strong data insights, distribution tools, and clear operational standards,” says Duc. “This has enabled us to optimize our products, enhance customer experience, and scale our business more sustainably."
In early 2023, GetYourGuide accounted for only around 1–2% of Hoi An Memories Land’s total OTA revenue. By 2024, that increased to approximately 5%. In 2025, it grew further to around 10% of their overall OTA revenue. Duc is eyeing even greater success in the future.
Here, Duc shares how a strong digital strategy has helped them successfully expand into international markets and has continuously motivated them to refine their products and operations.
What is Hoi An Memories Land's mission?
Hoi An Memories Land is a unique cultural and entertainment complex, located on land formed by the Hoai River.
Our mission is to bring the story of Hoi An to life for our visitors in an engaging and meaningful way. Through this, we aim to help guests gain a deeper understanding of the town’s history and cultural heritage.
How do you handle challenges like last-minute bookings or bad weather?
As a large-scale outdoor performance venue, we always prepare flexible operational plans to handle last-minute and same-day bookings efficiently. Thanks to our digitized operations and API integration with GetYourGuide, our team can receive booking updates in near real time, allowing us to manage check-in, seating, and guest flow much more effectively.
We also maintain direct communication with guests through WhatsApp, email, and messaging tools to provide directions and important updates, especially during changing weather conditions or peak attendance periods.
Our show is performed outdoors, so on rainy days, the experience can be affected. However, we always do our best to continue the performance, even in less-than-ideal weather conditions.
What moves us the most is that, after each show, even in the rain, we still receive warm applause and strong support from the audience. Despite getting wet just like our performers, guests remain happy and satisfied with their experience.
It’s fair to say that this kind of emotional and memorable experience is something not many places can offer.
What inspired you to partner with GetYourGuide in the first place?
Having experienced GetYourGuide as a customer, I strongly believed in the platform and its potential for international growth.
In the early days, I had to spend a lot of time convincing our CEO. Our company had never worked with a post-payment model before — especially with OTAs that did not have a legal entity or local representative office in Vietnam.
GetYourGuide’s system proved to be highly transparent and reliable. The operations were clear, payment schedules were accurate, and payments were always made on time. This helped strengthen our CEO’s trust in a European OTA and aligned perfectly with our business philosophy, where credibility and trust are considered core values.
How would you describe your experience with GetYourGuide so far?
I would describe GetYourGuide as a distinctive partner with high operational standards. The platform has strict policies and requirements, particularly when it comes to honoring bookings and ensuring service reliability. For example, there are penalties in place if schedules are canceled or changed.
At first, these requirements can feel quite demanding, but over time, they have helped us strengthen our operational discipline, streamline processes, and significantly improve service quality.
The support I received, especially from Toby, our Destination Manager, has been incredibly proactive and effective, particularly in guidance on visuals, content, and product structuring. Thanks to that, we were able to present our offerings more clearly, making it much easier for customers to understand and choose our products.
What was your booking volume before partnering with GetYourGuide compared to now?
Previously, we had very limited access to key international markets, such as Europe, Australia, and the United States. Travelers from these areas accounted for only around 5% of our total customer base.
However, after partnering with OTA channels, especially GetYourGuide, that figure has grown to approximately 35%. This has been a major transformation for us, and it marks an important milestone in strengthening our presence in the global tourism market.
What percentage of your total bookings currently come through GetYourGuide vs. direct channels and other OTAs?
The share of bookings coming from GetYourGuide has grown strongly compared to our other channels. During certain peak seasons, GetYourGuide has even become our top-performing channel for the European market in terms of revenue.
For key markets such as the United Kingdom, Australia, Europe, and the United States, GetYourGuide now represents around 50% of our OTA customer share.
It’s fair to say that revenue from GetYourGuide has become an essential part of our business. During certain periods, it has played a critical role in sustaining our operations and ensuring stability.
What has digitization of sales brought to your business?
Digital transformation has been a truly positive milestone for us. We’re proud to be one of the first partners in Vietnam to integrate API connectivity with GetYourGuide. This allows GetYourGuide customers to check in using QR codes, making the process faster and more convenient.
As a large-scale outdoor performance venue, we always prepare flexible operational plans to handle last-minute and same-day bookings efficiently. Thanks to our digitalized operations and API integration with GetYourGuide, our team can receive booking updates almost in real time, allowing us to manage check-in, seating, and guest flow much more effectively.
How have GetYourGuide’s tools or analytics helped you?
From a personal perspective, I’ve worked with many supplier extranets before. However, GetYourGuide provides exceptionally detailed and well-structured data.
It serves as a kind of “compass” that helps us better understand our customers — where they come from, which products they prefer, their demographics, as well as their booking behavior, whether they book early or last-minute. Everything is clear and actionable.
Thanks to these insights, we’ve been able to refine our product more effectively. For example, we observed that guests often arrive early to explore the cultural spaces and enjoy mini shows (short performances lasting 5–10 minutes, taking place from 5:00 PM to 7:00 PM) before attending the main show at 8:00 PM.
Based on this, we enhanced guest interactions and enriched the pre-show experience to make it more engaging.
Which GetYourGuide tools or features have been most valuable to your team?
The messaging feature on GetYourGuide has been extremely valuable, allowing us to communicate directly and efficiently with our customers.
During the flooding in October 2025, when Hoi An and many surrounding areas were heavily affected, this tool became especially important. We were able to quickly update guests on our operations, provide directions, arrange pick-up points, and ensure they received timely support.
What are your growth plans for the next year?
We are launching a new integrated experience that includes boat transportation to Hoi An Memories Island. Guests will be able to enjoy mini shows throughout the park and participate in creative workshops, such as painting, lantern decoration, and traditional hat or fan crafting, allowing them to create unique souvenirs.
In the near future, we also plan to introduce special cultural dining experiences, including royal-style banquets, where guests can enjoy Vietnamese cuisine while watching live performances in a heritage-inspired setting.
We hope travelers will look forward to these upcoming experiences and join us on this journey. My goal is that when people think of Vietnam, they’ll immediately associate it with the Hoi An Memories show as a must-see experience.
Key Takeaways
- Accessing new markets: Hoi An Memories Land has significantly expanded its reach to international travelers. In the last 12 months, Britain, France, and Australia were their top three source markets on GetYourGuide, accounting for a combined 57.86% of their platform revenue.
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- Strengthening the brand: Motivated by data insights and high standards for suppliers, Hoi An Memories Land constantly refines its products, operations, and customer experience.
- Delivering peak-season bookings: GetYourGuide accounts for 20–30% of Hoi An Memories Land’s total OTA customer volume during the festive travel season (around November through April). This makes it one of their strongest-performing channels for international markets during that time period.
- Maintaining customer communications: Hoi An Memories Land uses GetYourGuide’s messaging features to easily send guests important updates about weather conditions and schedule changes.
- Capitalizing on tech updates: The company sees GetYourGuide’s continuous system updates as a standout among other OTAs, giving it better tools to improve operations.
