Vietnam Hotels Move Beyond OTA Dependence as Nuna Introduces AI-Powered Revenue Management and Direct Booking Technology for Sustainable Growth

Written By: Debomita Dutta

Debomita Dutta

As a debater, researcher and writer I have always been passionate about making complex global developments accessible, accurate and impactful. It has always been my aim to combine a strong analytic approach with incredible storytelling - and here at Travel and Tour World I get to do just that! Bridging research, public discourse and meaningful communication through informed and engaging narratives.

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September 4, 2026 7:43 PM

Vietnam’s hospitality sector is entering a new digital transformation phase as hotels increasingly look for smarter ways to improve revenue, strengthen direct customer relationships and reduce dependence on third-party booking platforms. Speaking exclusively to Nguyen Thi Tuong Vi, Correspondent from Travel and Tour World, reporting live from HORECFEX Vietnam 2026, held from 20-21 August 2026 at Ariyana Convention Centre Danang, Vietnam, Mia Le, Nunatic Project & Growth Lead of Nuna, explained how the technology and consulting startup is helping hotels adopt AI-powered revenue management, direct booking strategies and sustainable digital solutions.

During the exclusive interview with Nguyen Thi Tuong Vi, Correspondent from Travel and Tour World, Mia Le discussed Vietnam’s changing hospitality technology landscape, the growing importance of direct booking channels, Nuna’s new revenue management solution, the role of AI in hotel operations and how technology can help properties build stronger and more sustainable growth models. HORECFEX Vietnam 2026 provided a platform focused on hospitality technology, innovation and industry solutions, bringing together businesses and technology providers to explore the future of tourism and hospitality in Vietnam.

HORECFEX Vietnam 2026 Highlights Vietnam’s Growing Hospitality Technology Transformation

HORECFEX Vietnam 2026 created an important platform for hospitality businesses, technology companies and industry professionals to explore new solutions shaping the future of hotels, tourism and service operations.

For Nuna, returning to the event for the second year represented an opportunity to introduce its technology solutions directly to Vietnam’s hospitality community.

Mia Le explained that the event has evolved significantly compared with previous editions.

She observed that while earlier participation included many technology providers, the latest edition demonstrated a stronger focus on practical technology applications across hospitality, food and beverage and tourism operations.

The event allowed Nuna to showcase how digital solutions can support hotels facing changing market expectations.

HORECFEX Vietnam focuses on technology, innovation and procurement for the hospitality and tourism industry, connecting businesses with emerging digital solutions and industry expertise.

For technology startups like Nuna, such platforms provide opportunities to understand hotel challenges, connect with operators and demonstrate how innovation can create measurable business value.

Nuna Helps Vietnam Hotels Reduce OTA Dependence Through Direct Booking Growth

One of the biggest opportunities in Vietnam’s hospitality market, according to Mia Le, is the continued growth of direct booking channels.

Vietnamese hotels have already adopted online distribution platforms for many years, with Online Travel Agencies (OTAs) becoming a major source of bookings.

However, Mia explained that many hotels are now trying to strengthen their own direct sales channels.

Direct booking allows hotels to create closer relationships with guests rather than relying entirely on third-party platforms.

This shift can provide hotels with greater control over customer communication, marketing strategies and long-term revenue development.

Many smaller hotels in Vietnam continue to depend heavily on external booking platforms.

Nuna believes that helping these properties transition towards direct booking represents a more sustainable approach.

By building stronger direct relationships with travellers, hotels can reduce dependency on third-party channels while improving profitability.

For Nuna, direct booking is not only a sales strategy. It is a long-term approach that allows hotels to develop stronger customer connections and create more stable business growth.

AI-Powered Revenue Management Becomes Key Growth Tool for Vietnam Hotels

Technology is changing how hotels manage distribution, pricing and customer engagement.

Mia Le explained that hospitality has moved from traditional distribution methods, where hotels depended mainly on travel agents and offline networks, towards digital platforms powered by data and artificial intelligence.

Today, hotels can reach travellers through multiple online channels while using technology to understand demand patterns and improve decision-making.

AI is becoming increasingly important in this transformation.

For hotel operators, artificial intelligence can support better pricing strategies, improve marketing decisions and help identify opportunities to increase revenue.

Nuna is using technology to help hotels make smarter decisions through real-time information.

The company believes that access to accurate data allows hoteliers to understand market conditions faster and respond more effectively.

As competition increases across Vietnam’s hospitality sector, technology-driven revenue management is becoming an important tool for properties seeking stronger performance.

Nuna Introduces Revenue Management Solutions Through Nuna HQ Innovation

At HORECFEX Vietnam 2026, Nuna highlighted its latest innovation, Nuna HQ, a revenue management service designed to support hotels with their selling strategies.

Mia Le explained that the solution was developed after observing challenges faced by hotels in Vietnam.

Many smaller properties operate with limited sales teams, where one person may be responsible for multiple sales and distribution activities.

This often creates difficulties in maximising revenue opportunities.

Nuna HQ aims to solve this challenge by managing key revenue-related areas including:

• Distribution strategy
• Pricing decisions
• Sales optimisation
• Revenue performance improvement

The solution allows hotels to access professional revenue management support without requiring large internal teams.

By combining technology with consulting expertise, Nuna aims to help hotels improve profitability and build stronger commercial strategies.

The company believes that revenue optimisation is the first step towards creating healthier direct booking growth in the future.

Real-Time Data and AI Technology Support Smarter Hotel Decisions

Nuna’s technology approach focuses on combining artificial intelligence with real-time data analysis.

Mia Le highlighted that one of the strongest advantages of Nuna HQ is its ability to provide updated information that helps hotels make better decisions.

In a fast-changing hospitality market, pricing and distribution strategies need to respond quickly to demand changes.

Real-time data can help hotels understand performance trends and identify opportunities more effectively.

For independent hotels and smaller properties, having access to advanced technology can create opportunities that were previously available mainly to larger hotel groups.

Nuna believes that technology should not only be about innovation but also about practical business improvement.

The company’s objective is to provide tools that help hotel operators increase efficiency, improve revenue performance and compete more effectively in the digital hospitality environment.

Sustainability Becomes Central to Nuna’s Hospitality Technology Strategy

For Nuna, sustainability is closely connected with creating stronger and more independent hotel businesses.

Mia Le explained that reducing reliance on third-party platforms and developing direct booking capabilities can create a more sustainable business model.

When hotels depend heavily on external booking channels, they may face higher costs and reduced control over customer relationships.

Direct channels allow hotels to maintain stronger connections with guests while improving their long-term commercial stability.

Nuna’s approach focuses on helping hotels develop sustainable revenue structures rather than depending only on short-term booking solutions.

The company believes that sustainable growth requires hotels to combine technology, customer relationships and smarter business strategies.

Through direct booking and revenue management solutions, Nuna aims to support hotels in creating stronger foundations for future expansion.

Experience Becomes the Biggest Priority for Future Hotel Guests

Mia Le also highlighted that traveller expectations are changing rapidly.

Modern guests have access to more information than ever before through social media, online reviews and digital platforms.

As a result, travellers are comparing more hotels and expecting higher levels of service.

According to Mia, experience has become one of the most important factors influencing hotel choices.

Guests are no longer looking only for a place to stay.

They want personalised service, better interactions and memorable experiences throughout their journey.

This shift is creating new challenges and opportunities for hospitality businesses.

Hotels must combine technology with human service to meet rising expectations.

While digital tools can improve operations, the final guest experience remains dependent on how effectively hotels deliver quality service.

Nuna Targets Wider Adoption of AI Solutions Across Vietnam Hospitality Industry

Looking ahead, Nuna aims to expand its technology solutions across Vietnam’s hotel sector.

Mia Le explained that the company’s immediate goal is to help more hotels access Nuna’s revenue management services.

By supporting hotels in increasing revenue performance, Nuna hopes to help properties develop stronger direct booking strategies in the future.

The company sees opportunities across different segments of Vietnam’s hospitality market.

From smaller independent hotels to larger properties, Nuna believes technology can help businesses improve decision-making and create more efficient operations.

The long-term vision is to create a more sustainable hospitality ecosystem where hotels have greater control over their revenue channels.

Through AI, data and consulting support, Nuna wants to become a technology partner helping Vietnam’s hospitality industry adapt to the future.

Vietnam Hospitality Growth Requires More Technology, Innovation and Sustainable Strategies

Mia Le believes Vietnam’s hospitality industry has significant potential for continued development.

She highlighted the contribution of industry professionals, businesses and innovators working to improve the tourism ecosystem.

According to her, collaboration and innovation will be essential as Vietnam’s hospitality sector continues expanding.

Technology will play a central role in this transformation.

However, successful digital adoption requires solutions that address real operational challenges faced by hotels.

Nuna’s focus is therefore not only on introducing technology but on creating practical tools that deliver long-term value.

The company believes that stronger direct booking, smarter revenue management and sustainable digital strategies can help Vietnam hotels compete more effectively in the future.

Nuna’s AI and Direct Booking Strategy Could Reshape Vietnam’s Hotel Revenue Future

Through its participation at HORECFEX Vietnam 2026, Nuna presented a vision of a more technology-driven hospitality industry where hotels can improve profitability, reduce OTA dependence and build stronger relationships with travellers.

Mia Le’s message highlights a major shift taking place across Vietnam’s hotel sector.

Technology is no longer only an operational advantage. It is becoming a key part of revenue growth, customer engagement and long-term sustainability.

With solutions such as Nuna Direct and Nuna HQ, the company is helping hotels move towards smarter distribution, AI-powered decision-making and stronger direct booking performance.

The wider message from Danang is clear: Vietnam Hotels Move Beyond OTA Dependence as Nuna Introduces AI-Powered Revenue Management and Direct Booking Technology for Sustainable Growth, helping the hospitality sector build a more independent, profitable and digitally advanced future.

This article is based exclusively on an interview conducted by Nguyen Thi Tuong Vi, Correspondent from Travel and Tour World, with Mia Le, Nunatic Project & Growth Lead of Nuna, during HORECFEX Vietnam 2026, held from 20-21 August 2026 at Ariyana Convention Centre Danang, Vietnam. All information reflects statements made during the interview.