The tourism market is constantly changing. Therefore, to capture customer needs and develop a strategy, businesses need to find a new approach. One of the best ways is to track and understand their behavior. With three modules including 17 indicators from the Vietnam Travel Market Tracker (VTMT) solution, businesses can clearly see the picture of the Vietnamese tourism market. How do travelers change in travel behavior and psychology during the year? This big question will be thoroughly answered by VTMT.

The potrait

The first module of the Vietnam Travel Market Tracker solution will tell you about the identity (demographics and lifestyle) of Vietnamese tourists. It consists of 2 main indicators:

– Age: One of the factors to ensure the survey sample is quality and representative enough. Outbox selects respondents in different age groups divided by X, Y, Z genes. In addition, generation grouping will help users understand and compare specifically the differences of each age group or the travel behavior of a particular group.

– Purpose of the trip: This helps businesses define their customer segments more clearly when capturing their target group, whether it’s travel for leisure or business.

The preference

Businesses, specifically the sales department, can apply the second module and make specific strategies. Traveler behavior is reflected in indicators that track travel journeys as well as shape their consumption characteristics through:

– Destination: Businesses will know the top domestic and foreign destinations of Vietnamese tourists in each period.

– Factors affecting destination choice: Show that Vietnamese tourists choose a destination because of cost, beautiful scenery, rich cuisine or any other reason.

– Type of trip: Answer the question whether tourists prefer self-guided trips or tour packages.

– Travel company/brand: This helps travel businesses know their position in the mind of customers compared to other competitors.

– Planning time: Knowing when many people plan to travel will help businesses predict and prepare products/services ready.

– Information source: Travel website, travel blog or forum, family, friends, colleagues,… This will help businesses know what is the most popular information source to apply in their business strategy or product promotion.

– Booking channel: What is the service channel chosen by tourists amongst suppliers, travel agents or OTA (online travel agencies).

– Duration of the trip: This factor helps businesses design products suitable for customers who want a day trip, short- or long-term journey.

– Favorite activities at the destination: Adding or developing the destination’s strengths with activities that match tourist interests will leave a good impression and review.

– Type of accommodation: Visitors of all ages will generally prefer different types of accommodation. For example, gen X favors mid- to high-end resorts or hotels, while gen Z favors homestays and budget hotels.

– Budget: How much are they willing to pay on average for a trip? Understanding this, businesses can design and price their products and services better.

– Type of payment: Cash, credit cards, ATM cards, e-wallets, and more. Businesses rely on this result to boost the popular payment methods so that the payment goes smoothly. The customer experience of the service channel will also increase.

 

Advertising – Connect – Satisfaction

The last module answers the question “What do tourists like?.” Businesses will understand their psychology when they choose and purchase tourism products and services. The indicators measured by VTMT include:

– Communication channels: After the trip, on which channels do visitors share their experiences: Facebook, Instagram, TikTok, blog,…? Businesses can increase interaction with customers via these platforms to build and boost brand identification.

– Satisfaction: This indicator helps a lot in the next strategy of the business to continuously improve their satisfaction.

– Net promoter score: This is also an indicator to measure customer loyalty when they decide to come back or suggest this destination to friends and family.

 

With all above indicators, VTMT is a solution that clearly shows a tourist profile from who they are, how they travel and how to connect with them during 4 quarters in a year.

After rebranding, in addition to continuing to release market research reports, The Outbox Company develops a series of multi-dimensional research solutions for the travel and hospitality industry. Our latest solution, Vietnam Travel Market Tracker, is the only specialized travel market tracking solution that provides insights directly from Vietnamese travelers on the domestic and outbound sectors.

Following the principles of Outbox, Vietnam Travel Market Tracker puts data quality, the basis of every solution, first.

Sample quality with international standards

Survey attendants of Vietnam Travel Market Tracker are Vietnamese tourists between the ages of 18 and 65, living in all areas of the country. It is required that they take at least one domestic and/or foreign trip within the three months up to the time of the study.

Therefore, the solution is ideal for any travel brand or business, including destinations, hotels and resorts, attractions, airlines, TAs, OTAs, etc. that target the Vietnamese travelers.

 

We field our surveys with up to 4,000 samples in total (1,000 samples/quarter) via an online panel, which actively recruits and maintains a million Vietnamese consumers across the country. The respondents must fit a set list of criteria with quotas to form a nationally representative sample of Vietnamese tourists based on international standards of market research.

Two-process quality control

Two-process quality control is applied before, during and after fielding. We apply technology and expertise to filter and check the information.

Firstly, platform-specific quality control includes preventing the same IP from answering the questionnaire more than once, invalid responses, and incomplete responses.

Secondly, manual quality control by Outbox’s research analysts is applied to detect bias in the responses, for example agreeing with all, selecting only the first or last response, or giving socially desirable answers to questions.

Updated every 3 months

The Vietnam Travel Market Tracker solution explores and monitors quarterly all changes in the insights of Vietnamese travelers throughout the year.

With the Vietnam Travel Market Tracker solution, businesses/destinations will discover the Vietnamese tourist profiles through important indicators that are clearly updated every quarter. The factors being tracked and analyzed include behaviors, characteristics, psychology, demographics, and lifestyle of a Vietnamese traveler. In addition, there are changes in life such as the impact of the economy, personal plans/habits on holidays,… How do the shifts in these factors affect their decision to travel? Outbox will help businesses and destinations to answer the question thoroughly by data.

 

In business, it is very important to grasp and respond to significant changes in the market and consumers in a timely manner.

A visible example is during and after the COVID-19 pandemic, under travel restrictions, online services and delivery boom. In addition, people become more aware and concerned about their health. Their purchasing habits, behaviors, and even demands also change accordingly. Businesses need to understand the changes of customers to adjust and propose campaigns/strategies suitable for consumers (travelers) reasonably. And one of the best ways is using the tracking solution.

What is tracking?

Tracking is a method of following and observing research subjects in a specific period of time in order to measure changes in attitude, behavior, status,… for further analysis of the subject.

How can tracking help in market research?

Tracking allows the researcher to continuously or frequently follow a subject by repeating the same questionnaire over and over, and comparing how data points change over time.

Tracking studies can offer a 360° view on their subject and draw a big picture. It focuses on developments and shifts rather than the status quo. Tracking helps us discover relevant changes early to take action before the real problems come.

Based on tracking data of the market and customers, we will be able to decide to renew our business model and products/services in a specific time.

In travel market research in particular, tracking topics of The Outbox Company range from changes in demographics (e.g. age, income, value of life,…), to experiences and psychology of tourists (such as travel inspiration, satisfaction, etc.), or their behaviors (where and when they travel, whom they travel with,…).

Tracking in the Vietnam Travel Market Tracker solution

Lately, The Outbox Company launched a new solution named Vietnam Travel Market Tracker. This is now the first and only solution in Vietnam to track domestic and outbound Vietnamese tourist profiles.

With the solution, Outbox conducts online surveys via an online panel on 1,000 samples. Every three months, we will analyze and update the data to know the change in behavior and psychology of Vietnamese tourists. Then, Vietnam Travel Market Tracker users will have an overview of Vietnamese tourists throughout the year. Thanks to that, they can make decisions on improving existing products/services as well as creating new products/services to meet the needs of consumers.