According to data from the Vietnam Travel Market Tracker Q1/2023, Vietnamese holiday visitors are mainly young travelers, who often travel with their families for relaxation, rest and to strengthen family bonds.
Demographics: The Young travelers dominate the market
In Q1/23, Vietnamese Holiday Visitors were predominantly young, accounting for over 90%. Among them, Gen Y (27-42 years old) was the highest age group with over 50%, followed by Gen Z (18-26 years old) with over 43%. Gen X (43-56 years old) tourists accounted for a minority and very few Baby Boomers (57-76 years old). Compared to data from 2022, the proportion of Gen Z and Gen X has increased. Especially for Generation Z with high growth. This shows that after a long period of social distancing, this generation is also starting to travel more.
The proportion of male and female travelers is also quite similar in this group as the main purpose of relaxation with male travelers (49.9%) and female travelers (50.1%). This is the group with the most balanced gender ratio compared to other groups such as business travelers, tour groups or short-stay travelers.
Favorite destinations: Ba Ria-Vung Tau is still the most popular destination
Similar to the Most Loved Ranking in Q1/2023, the favorite destination of this group of travelers is Ba Ria – Vung Tau, a coastal city known for its beautiful beaches and scenic landscapes. In second place is Da Nang, a vibrant city famous for its iconic Dragon Bridge and rich cultural heritage. However, in third place is Da Lat, a dreamy city nestled in the mountains with a year-round mild climate and stunning natural beauty.
Planning: over 84% choose to travel independently
When planning their trips, Vietnamese holiday visitors typically begin searching for information 1-2 weeks before departure. This behavior has become more common since late 2022, as reported by Outbox. After experiencing a long period of social distancing and the COVID-19 pandemic, this group of Vietnamese tourists has adapted by planning shorter trips than they did before the pandemic. This allows them to remain flexible and make changes to their plans if necessary.
With over 84% of tourists choosing to travel self-planned, the three main purposes for their trips are relaxation, enhance family bonding, and seeking new experiences. When searching for services and destinations, they place the most trust in information from relatives, family, and friends. Social media platforms such as Facebook and YouTube are also popular sources of information. This is not surprising, as word-of-mouth has always been a reliable source of information, and young generations like Gen Z and Y are closely associated with technology and social media.
Travel budget is the main concern
Cost is the most important factor affecting destination choice for this group of tourists with relaxation purposes. Other important factors include travel time and distance, the availability of diverse reference information about destinations, a variety of accommodation options, unique activities and attractions, “trending” destinations, and the ability to avoid crowds.
At the destination: airplanes are the most preferred transportation & Accommodation depending on income
However, high airfares can be a major obstacle as cost is their top concern. This group typically prioritizes short-stay travel, usually 2-3 nights, and their choice of accommodation depends heavily on their income. As mentioned in the report, those with an income above VND 30 million usually stay in luxury hotels (4-5 stars) or resorts instead of budget or mid-range hotels (3 stars) like those with an income below VND 30 million.
Favorite activities: prioritize sightseeing
With Gen Z & Y tourists as their main target and short-term travel as their preference, this group’s favorite activities include sightseeing, shopping, outdoor activities, and seeking new experiences. These activities allow travelers to explore their destination, experience new cultures, and create memorable moments.
Vietnam is also entering its peak summer travel season. Businesses need to proactively plan to reach their target travelers. Keep following Outbox to learn about the characteristics and differences of various travelers as well as how generations (Gen) are different when traveling, especially in the upcoming Vietnam Travel Market Tracker for Q2/2023.
Source: Vietnam Travel Market Tracker Quarter 1/2023 from The Outbox Company
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What is Vietnam Travel Market Tracker model?
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. We launched surveys each quarter, and allow every destination and business to get the most up-to-date information on Vietnam travelers with a cost-effective solution.
How is the data collected?
Yes, the information is analyzed and collected from the Vietnam Travel Market Tracker model, which is updated quarterly, tracking and monitoring Vietnamese travelers both domestic & international sectors.
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