Vietnam, a rapidly growing tourist destination in Southeast Asia, has experienced significant changes in travel and hotel booking trends in recent years. To plan hotel marketing campaigns effectively, it is crucial to understand travel intent, booking preferences, markets, and overlaps between travel influence and booking channels. This analytical article delves into the intricacies of the Vietnamese inbound travel market and offers insights on how to effectively target and influence potential travelers.
Travel Intent and Demographics
According to recent data, 68% of travelers visit Vietnam for vacation, 18% for business, and 5.6% for honeymoon. In terms of traveler composition, 45.5% arrive as couples, 28% with family, 14% travel alone (which is among the highest in Asia), and 12% travel with a group of friends. Understanding these demographics is essential for tailoring marketing campaigns and offering packages that cater to the varying needs of these groups.
In terms of booking preferences, 37% of travelers prefer to book their accommodations through a travel agent, 30% via online travel agencies (OTAs), and 21% directly with the hotel. This indicates that, despite the growing online presence, traditional travel agents still play a significant role in the Vietnamese travel market.
Hotel Selection and Travel Inspiration
The leading hotel influence factor is travel agents, with 17% of travelers relying on them for recommendations. This is followed by recommendations from friends and family at 14%. Online search (13.5%) and OTA search (11%) have seen a gradual decline as travelers increasingly turn to social media for travel inspiration.
Social media platforms like Facebook (10%), Instagram (13%), and TikTok (9%) combined account for over 32% of hotel selection and travel inspiration, making them the most important channels for reaching and influencing travelers to choose a hotel.
Overlaps Between Travel Influence and Booking Channels
A significant overlap exists between travel influence and booking channels. Among those who book directly with the hotel, key travel influences are Instagram, TikTok, and recommendations from friends and family. Facebook is the least important social media platform for direct bookings.
Interestingly, 11% of guests who get inspired by a travel agent will book directly with the hotel, and 10% of people who search for hotels on OTAs will also book direct. Among those who book on OTAs, over 41% of guests were inspired on social media, primarily on Instagram and TikTok. Furthermore, over 10% of those who got inspired by a travel agent will book on an OTA.
For guests who book via a travel agent, traditional sources of influence, such as travel agents themselves, online search, and recommendations from friends and family, are more prominent. The influence of social media on travel agent customers is minimal.
Across all nationalities, travelers from Germany, the US, and the UK lead in average daily rate (ADR) and hotel budget, with a median ADR over $200 per night. In terms of length of stay, the US, UK, and Australia are the top three, with an average stay of over 12 nights compared to the overall average of 6 to 8 nights.
On the lower end of the spectrum, Italy, China, France, and India are the countries with the lowest ADRs. Indian travelers, in particular, generate only a $52 ADR.
As inbound travel and hotel booking trends in Vietnam continue to evolve, it is essential for hoteliers to adapt their marketing strategies accordingly. Understanding travel intent, demographics, booking preferences, and the overlaps between travel influence and booking channels is key to creating successful hotel marketing campaigns. In an increasingly digital age, leveraging
the power of social media platforms, especially Instagram and TikTok, is crucial for reaching and influencing travelers. However, it is also important not to neglect traditional channels like travel agents and recommendations from friends and family, which still play a significant role in the decision-making process.
Hoteliers should consider tailoring their marketing campaigns to specific nationalities and traveler groups, focusing on offering packages that cater to their unique needs and preferences. For instance, targeting high ADR countries like Germany, the US, and the UK may result in higher overall revenue, while offering longer-stay deals to travelers from the US, UK, and Australia could lead to increased length of stay.
Finally, understanding the influence of various channels on different booking methods can help hoteliers optimize their marketing efforts. For instance, a stronger presence on Instagram and TikTok could potentially increase direct bookings, while maintaining strong relationships with travel agents could be beneficial for travelers who still rely on traditional sources of information and booking.
In conclusion, a comprehensive understanding of inbound travel and hotel booking trends in Vietnam is essential for hoteliers to develop effective marketing strategies that cater to the changing landscape of the travel industry. By leveraging the power of both traditional and digital channels, hoteliers can better target and influence potential travelers, ultimately leading to increased bookings and overall revenue.