Sign up for weekly travel trend updates

Vietnam Inbound Travel: Mid-Week Predictive Market Updates

time lapse photography of road

As we enter 2023, the travel industry is experiencing a rapid shift in consumer preferences and behavior. With a greater emphasis on wellness, sustainability, and immersive cultural experiences, the tourism industry is evolving to cater to these new demands. In this analysis, we will explore the current travel trends and market insights in Vietnam, one of Southeast Asia’s most popular destinations.

General Overview of Inbound Tourism in Vietnam

Based on data collected in the past seven days (Mar 29, 2023, to Apr 5, 2023), the average daily rate (ADR) in Vietnam is $177, with the highest rates recorded in June, July, December, January, February, and March. The average length of stay is nine days, and the median hotel budget is $1,456. Germany, Spain, and Japan are the top markets by demand, with Germany also having the highest ADR at $315. South Korea, France, and India have the lowest ADRs.

Traveler Profile in Vietnam

Vietnam attracts a diverse range of travelers, with 70% of visitors being vacationers, 22% business travelers, and 7% honeymooners. Most travelers to Vietnam are 34 years old or younger, with hotel budgets increasing with age, especially above 55 years old. 45% of travelers are couples, while 28% are families. Solo travelers and groups/friends traveling together account for 14% and 11%, respectively.

Hotel Selection Factors in Vietnam

Travel agents, online search, and friends/family recommendations are the top factors influencing hotel selection in Vietnam. However, social media is also becoming increasingly influential, with all social media channels combined making up nearly 30% of the hotel selection factors. This trend is more prominent in the younger age segments below 34 years old.

Preferred Booking Channels in Vietnam

36% of travelers in Vietnam book their hotels through travel agents, while 30% use online travel agencies (OTAs) such as Expedia and 21% book directly through the hotel.

Market Insights for Top Market: Germany

Germany is the top market in Vietnam, with a high ADR of $315 and an average length of stay of nine days. Germany also has the highest hotel budget at $2529, with travel agents being the top booking channel. The majority of German travelers visit Vietnam for vacation, with the months with the most arrivals being July, November, and March 2024.

Future Travel Trends in Vietnam

Based on current market insights and projections, we can anticipate several trends emerging in Vietnam’s tourism industry in the near future.

  1. Greater Emphasis on Sustainable Tourism

With the growing concern for the environment and sustainability, travelers are seeking out more responsible and eco-friendly tourism experiences. Vietnam has already taken steps to promote sustainable tourism, such as promoting responsible tourism activities and limiting visitor numbers in popular destinations.

  1. Increased Demand for Cultural Experiences

As travelers become more interested in immersing themselves in local cultures and traditions, we can expect a rise in demand for cultural experiences in Vietnam. This includes activities such as cooking classes, homestays, and traditional craft workshops.

  1. Continued Growth of Social Media Influence

Social media will continue to play an essential role in influencing travel decisions, particularly among younger travelers. Hotels and tourism businesses should invest in social media marketing and influencer partnerships to reach a wider audience.

  1. Shift towards High-End Luxury Tourism

Vietnam has already begun to shift towards more high-end tourism, with a growing number of luxury hotels and resorts opening in the country. As the demand for luxury experiences increases, we can expect more luxury offerings in Vietnam’s tourism industry.

Get started