The Reverie Saigon is formalizing a food-and-experience-forward MICE proposition, centering its pitch on Long Trieu, the hotel's in-house restaurant that has held one Michelin Star for three consecutive years (2024–2026), alongside 14 additional event and dining venues in a single property footprint.
The luxury hotel, a member of The Leading Hotels of the World, occupies the upper floors of a building situated between Nguyen Hue and Dong Khoi in Ho Chi Minh City. Its event infrastructure is led by the 618-square-meter, pillar-free La Scala Ballroom, supplemented by San Carlo, Amber & Jade, and access to MICHELIN Selected Vietnam House Restaurant. The dining portfolio also includes Café Cardinal and The Long @ Times Square, giving group planners a range of daypart and cuisine options without leaving the property.
The F&B Angle
For group-business planners, the culinary layer is increasingly a deal driver. The ability to sequence a working session directly into a Michelin-starred dinner — or to close an incentive program with a private Saigon River yacht cruise arranged through a Golden Keys-certified concierge — addresses a shift in corporate travel procurement. Group buyers are now evaluating destination dining and curated leisure as core deliverables, not ancillary amenities. The Reverie Saigon's offer packages Rolls-Royce city tours and cultural excursions alongside its F&B program, effectively bundling hospitality spend that would otherwise be sourced from multiple vendors.
"Today's MICE travellers expect more than an efficient agenda," said Gerd Kotlorz, General Manager. "They seek meaningful destination experiences, opportunities to reconnect and lasting memories."
Ho Chi Minh City's MICE Momentum
The broader market backdrop supports the hotel's positioning. Ho Chi Minh City has held World MICE Awards recognition as Best MICE Destination, Leading Business Travel Destination, and Leading Festival & Event Destination for three consecutive years (2023–2025). The city has also introduced a dedicated MICE support policy running through 2030 aimed at boosting international group arrivals, and infrastructure investment continues with Tan Son Nhat Airport's Terminal 3 operational and Metro Line 2 under construction. For foodservice and hospitality operators tracking Asia-Pacific group travel, Vietnam's commercial capital is increasingly competing with Singapore and Bangkok for high-value incentive and conference business — and the F&B quality gap between those markets is narrowing.
For commercial foodservice operators and hospitality procurement teams evaluating Southeast Asia event venues, The Reverie Saigon's integrated dining-and-events model reflects a broader hospitality industry trend toward full-service group packages that reduce planner coordination burden. Properties that can credibly anchor a Michelin-recognized dining program to their ballroom inventory hold a structural advantage in MICE-driven foodservice revenue conversations.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
