Vietnam is a beautiful and culturally rich country that has become a popular travel destination in recent years. As a travel marketer, understanding the demographics of inbound travelers to Vietnam is crucial to planning effective marketing campaigns. In this article, we will discuss some insights based on the demographics of inbound travelers to Vietnam.
According to data collected by GuestRadar in the past 7 days, 36% of travelers plan to book via travel agents, 30% plan to book on Online Travel Agencies (OTAs), and 22% plan to book directly with the hotel. Interestingly, younger travelers tend to book directly or through OTAs, while older travelers are more likely to book through travel agents. This could be due to the fact that younger travelers are more tech-savvy and may prefer the convenience of booking online, while older travelers may appreciate the expertise and personal touch of a travel agent.
Couples vs. Families vs. Solo Travelers
46% of travelers visiting Vietnam are couples, followed by 31% families. The remaining percentage is made up of friends and solo travelers. Out of all couples, 49% are visiting for vacation, 26% for business purposes, and only 13% for their honeymoon. This suggests that the business segment is strong in Vietnam, and travel marketers may want to consider promoting business-related amenities and services.
Hotel Selection Factors
Most travelers select hotels based on recommendations from travel agents, even if they end up booking on OTAs or directly with the hotel. Therefore, it’s important to maintain strong relationships with travel agents and provide them with the necessary information to promote your property effectively. Additionally, Instagram and Google Search are important sources of inspiration for travelers, so make sure your hotel’s online presence is strong and engaging.
Business travelers are among the most lucrative segments, with a $176 Average Daily Rate (ADR), short stays, but relatively large budgets. Therefore, travel marketers should consider promoting business-related amenities and services to attract this segment. This could include meeting rooms, conference facilities, and high-speed internet access.
ADR by Country
Among travelers who prefer to book directly, the United States and Germany have the highest ADR. This also applies to all segments, with Germany, the US, Japan, and Spain being the highest paying guests. On the other hand, the lowest paying countries are India, South Korea, and France.
Budget and Length of Stay
Travelers above 45 years old tend to have significantly higher budgets, especially when traveling as a couple for business purposes. The median planned daily hotel budget is $145 across all market segments, with a median length of stay of 9 nights and a median hotel budget of $1347. Therefore, travel marketers should consider targeting older travelers with higher-end amenities and services.
Based on these insights, travel marketers can create targeted campaigns to reach their audience more effectively. For example, travel agents could be targeted with offers and incentives to promote the hotel to their clients. On the other hand, hotels could offer specific business-related amenities and services to attract business travelers. Social media platforms such as Instagram can also be used to promote the hotel to a wider audience, especially to younger travelers who prefer to book directly or through OTAs.
In conclusion, understanding your target audience is crucial for planning effective marketing campaigns. Vietnam is a popular destination for couples and families, and travel agents are an essential booking channel. Instagram and Google Search are important sources of inspiration for travelers, and business travelers are among the most lucrative segments. By leveraging these insights, travel marketers can create targeted campaigns and reach their audience more effectively, ultimately leading to higher bookings and revenue.