From Tangible Materialism to Emotional Luxury

After years of being measured by tangible luxury standards, high-end travel is gradually shifting its focus toward the value of emotions and personal experiences. Accordingly, luxury travel is no longer defined by owning expensive experiences or the number of destinations visited, but by the emotions that linger after each journey.

The shift in travel trends in 2026 - “Emotional luxury”

Staying longer, moving less, and dedicating time to experiences with depth and privacy are thus progressively becoming the new "luxury standard" for high-end travelers. This ranges from moments of stillness amidst nature and a meal bearing local imprints to simply a resort space private enough to regenerate emotions.

True luxury lies in the ability to help people slow down to truly feel.

Resort Spaces in the Era of “Emotional Luxury”

Amidst this trend, resort models carrying an “immersive retreat” character—where guests can live slowly and restore their emotions—are increasingly highly valued.

At Furama Resort Da Nang and Furama Villas Da Nang, the resort experience is developed as a journey of emotional balance, where nature, living space, and local culture coexist in a unified rhythm.

Tucked away beneath long-standing tropical canopies, Furama Villas creates the feeling of a private oasis detached from the accelerating pace of life outside. The green gardens, water bodies, and open spaces are kept in a just-enough minimalist state for guests to truly sense the stillness—a form of luxury that is increasingly rare in modern life.

A miniature green oasis right in the heart of Da Nang city at Furama Villas

Meanwhile, Indochine architecture intertwined with signature Champa imprints at Furama Resort brings another layer of emotion: the feeling of living amidst the cultural memories of Central Vietnam. From the red tiled roofs and handcrafted wooden materials to details evoking Champa influences, every line is moderated just enough to create a resort space rich in identity depth while maintaining sophistication and elegance.

A heritage resort space with touchpoints of Cham culture

Here, heritage does not exist as an element for display, but becomes a natural part of the living experience.

And Gastronomy Becomes the Language of Emotion and Identity

If space is what shapes emotions, then gastronomy becomes the way for guests to connect deeper with local culture.

Instead of developing toward mass "fusion" trends, the system of 10 restaurants & bars at the resort complex is built as independent cultural slices, where each restaurant tells its own story about Vietnamese identity.

Among them, experiences like the cooking class at Taya House act as a direct bridge between guests and indigenous life. Under the guidance of a Co Tu chef, guests hand-pick ingredients and prepare traditional dishes themselves. At that point, gastronomy is no longer merely a part of the vacation, but becomes a highly interactive and emotional experience.

Guests enjoy the Vietnamese class experience at Taya House

In another slice of the “Emotional Luxury” journey, Danaksara fully preserves the spirit of Central Vietnamese cuisine through recipes distilled from the kitchens of mothers and grandmothers. Instead of adjusting flavors to please the majority, the restaurant chooses to retain the inherent rich and authentic nature as a way to preserve cultural memories through each dish.

Instead of creating the feeling of a standard resort restaurant, V-Senses Café is developed as a miniature Vietnamese heritage house, where the three-compartment wooden house architecture, traditional handcrafted details, and the Northern Imperial flavors coexist in a slow and evocative experiential rhythm.

Along with Taya House and Danaksara, V-Senses Cafe also received a nomination for the top 100 destinations in Da Nang (The wall with wooden tray paintings of 54 Vietnamese ethnic groups decorated inside the restaurant)

There, luxury does not lie in the ostentatiousness of the experience, but in a feeling deep enough to make guests truly remember and empathize with the place they have passed through.