No noise, no flashy advertising, CEO Pham Thi Nhu Mai quietly keeps her job as a persistent and delicate keeper of the fire with the slogan "Prestige - Responsibility - Dedication".
The profession chooses the person
During the peak tourist season, SongLinh Tour office is always bustling and bustling. Phones ring continuously, schedules are updated hourly, staff are busy with plane tickets, restaurants, and bills. In that urgent pace, Ms. Nhu Mai - the "captain" of SongLinh Tour - always maintains a calm demeanor, her eyes covering every detail. Her voice is soft, but decisive. Occasionally, she gently reminds the staff: "There are many elderly people in this group, choose dishes that are easy to digest!", "There are many children in this group, use a larger vehicle so that guests can sit comfortably"..., or ask the staff a simple question: "Have you eaten yet?".
The first impression of the female CEO of SongLinh Tour is not her authoritative appearance, but her dynamism, warmth, spreading positive energy, gentle but not bland, just like the name "Nhu Mai". Gentle, but enough to warm the entire group; humble, but always a solid pillar in the midst of a busy work.
Always dedicated to serving customers, CEO Nhu Mai has received many memorable thanks: "Mai's tour has delicious food, I've gained 2 kilos in 3 days! I'll make you pay!" - a joke that is also a compliment, stemming from real experiences. From teachers in remote areas to elementary school students, from students to business leaders, anyone who has been on a tour organized by her remembers the thoughtfulness of the "leader" of SongLinh Tour.
Looking at the success of CEO Nhu Mai and SongLinh Tour, many people will think that she was born at the “finish line”, but the truth is not so. More than 20 years ago, she started her business with little capital and almost entered the profession from zero. In the early days of starting her career, she meticulously recorded every mistake of her predecessors to learn the profession herself: late tours, cold food, inconvenient stops…, all became vivid lessons.
SongLinh Tour “diagnoses” each group of guests individually: students need safety, businesses need connection, the elderly need gentleness, workers need experience…, there is no common denominator, no copying, no stereotypes. Because she does not sell services, but entrusts responsibility, dedication and kindness in each trip. She does not shine loudly, but quietly ignites trust so that each customer wants to come back, wants to continue.
Sow dedication and responsibility, and you will reap reputation. A deal can be closed quickly, but trust must be built little by little. 
CEO Pham Thi Nhu Mai
Someone once asked her why she was named Nhu Mai. She smiled and said: “My parents always named me Nhu Mai with the hope that their daughter will always look to the future, be gentle and pure like the morning sunlight, cheerful, full of energy, not too bright but also not easily extinguished in the middle of the road”. Perhaps, the trips are always organized by CEO Nhu Mai with all the enthusiasm and dedication like that.
CEO Nhu Mai has a bachelor's degree in foreign languages and business administration. She said that the more she works with tourism, the more she finds it suitable. Knowledge, major, personality, and passion complement each other, supporting the work very smoothly. “It is true that the profession chooses the person,” she concluded.
Every trip is an opportunity to see beautiful emotions in people's hearts.
In the “serve a hundred families” travel industry, the line between pleasing customers and letting customers take advantage of them is easily broken. For CEO Nhu Mai, “pleasing customers to the end” does not mean doing everything according to their requests, but knowing when to take a step back to preserve the trip, preserve the emotions and preserve the long-term relationship. When customers ask to change the dish, change the time, add a destination, she still flexibly responds, not because she is afraid of losing the contract, but because she believes: "Selling tours is selling emotions. You have to keep that emotion until the last minute".
CEO SongLinh Tour said: "I once gave a group of guests a whole main meal for a trip that only lasted 2 days and 1 night, because the person who booked the tour with the partner was assigned to negotiate for the group to get an extra main meal, otherwise the trip would be canceled, while all the services had been booked. That trip, I did it for passion, but I gained the affection of the guests, and we have become close friends until now."
Even with programs of several hundred people, she still pays attention to every detail. Like a gala of more than 400 people of a large corporation, she quietly gave away an LED dance performance for free, surprising and touching both the leaders and employees. She called the director herself, reviewed the script, sent gifts to VIP guests, and sent thank you notes after each trip. Because for her, each trip is not just a contract, but an opportunity to sow beautiful emotions in people's hearts.
SongLinh Tour does not develop rapidly. But every step is methodical: clear legal entity, registered brand, protected tour copyright, full international travel license...
"I don't need people to know me very well. I just need customers to trust me, use my services, and then they will definitely come back and recommend me to their friends," CEO Nhu Mai shared.
Keep staff with heart
With employees, CEO Nhu Mai is strict, but not harsh. There are young people who are new to the profession, but ask for high salaries and are afraid of long tours, she just gently reminds them: "You have to work with dedication and responsibility, then you can build prestige".
During difficult years, she sold land to pay her employees. That was when the Covid-19 “tsunami” hit, even though there were no customers, she still maintained operations just to “keep people”.
"I used to work for hire and wait anxiously for my salary. Once you become your own boss, you are not allowed to let go," she said.
She is very tolerant and considerate towards those who have been with her for a long time. When an employee marries far away, she lets them open a "satellite agency" to keep the customer code, support contracts, and provide communication tools. Even though the employee's revenue is not high, she still gives full commission. She always believes in not forcing, but keeping each other with kindness. "I know, this profession of being a daughter-in-law of hundreds of families, few people can last a lifetime. But I hope that even when they no longer work at SongLinh Tour, they will still remember the Company as a precious place. The travel industry does not keep people with salary, but with gratitude and love," CEO Nhu Mai confided.
No slogans needed. No flashiness. CEO Nhu Mai's operating philosophy is simple but strong: "Prestige - Responsibility - Dedication".
Keep the profession with all your heart
In 2025, the tourism industry will enter a challenging period. With the implementation of administrative boundary mergers, many provinces and cities will have to focus on restructuring. The number of tour groups, especially those from the state sector, has decreased significantly. Having worked in the industry for 15 years, Ms. Nhu Mai clearly feels the impact on each contract and each familiar destination.
But instead of complaining, she chose to adapt. Without massive expansion or risky investments, she focused on maintaining her team, loyal customers, and quality of service. "I don't wait for everything to stabilize before doing anything. I do it right away, but I do it well and do it well," she asserted.
Although rarely appearing in the media, SongLinh Tour is still respected by businesses in the industry. Anyone who has worked with SongLinh Tour admits: the company works very conscientiously, does not "take advantage of the situation", does not show off, and does not do things carelessly.
"I choose to go slow but steady. In tourism, sustainability is more important than popularity. A sustainable travel company is not the one with the most tours, but the one with the most people wanting to return. Tourism is an emotional profession, if you don't do it with your heart, it will be difficult to go far," Ms. Nhu Mai shared.
Source: https://baodautu.vn/doanh-nhan-pham-thi-nhu-mai-tong-giam-doc-songlinh-tour-giu-lua-nghe-bang-cam-xuc-va-su-tan-tam-d321261.html
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