The ranking data is sourced from the Vietnam Travel Market Tracker model, which monitors the travel behavior of Vietnamese tourists throughout the year. The ranking order and featured brands are updated periodically, reflecting the preferences of Vietnamese tourists.

Updates and changes

The Most Loved Ranking for Q2/2023 includes categories such as Top domestic destinations, international destinations, airlines, online travel agencies (OTAs), travel agents/tour operators (TAs/TOs), and best-known international hotels. The ranking will also provide updates on changes based on the percentage of travelers’ votes compared to Q1. This allows businesses and destinations to better understand their brand image among Vietnamese travelers. The Most Loved Ranking only reflects consumption trends voted by Vietnamese travelers and does not base on the number of visitors arrivals to each destination.

Details of Most Loved Ranking

For domestic destinations, Ba Ria – Vung Tau takes the lead with the highest voting rate of nearly 17% and the largest increase in percentage of votes from Vietnamese tourists. Da Nang and Hanoi remain in second and third place, respectively, despite a 2.07% decrease for Da Nang. Lam Dong province, home to the romantic city of Da Lat, has decreased by 1.46% and swapped places with Ho Chi Minh City, which now ranks fifth in the Q2/2023.

For outbound destinations, Thailand has risen from fourth place to take the lead in the Most Loved Ranking for foreign destinations in Q2/2023, with a 15.1% increase in votes compared to Q1. South Korea fell to second place, while Japan and Singapore jointly held third place with decreases of 8.3% and 7.1%, respectively. China surpassed the United Kingdom to enter the top five international destinations chosen by Vietnamese tourists.

For domestic airlines category, Vietnam Airlines continues to lead the ranking with nearly 45% chosen by Vietnamese travelers, up 1.9% from Q1. Vietjet Air, with its diverse policies, communication activities, and expanded international flights, achieved the most significant change with a 6.2% increase and maintained its second position. Vietravel Airlines shortened the gap and surpassed Bamboo Airways to take third place in the most popular airlines for Q2, with a 1.1% increase compared to the previous quarter.

In the top travel agencies (TAs/TOs) category, Vietravel and Saigontourist remain in the lead with increases of 1% and 1.3%, respectively, accounting for nearly 50% of total. Dat Viet Tour has risen by 4.1% to share third place with Hanoitourist, which has decreased by 2%. Vietnambooking has lost its position from previous quarters, being overtaken by Vietnam Tourism with a 2.7% increase.

The start of 2023 has seen a resurgence of online travel agencies (OTAs), a trusted service booking channel among Vietnamese tourists. While international brands continue to dominate, Mytour has become the first and only Vietnamese brand to enter the top four in Q2. Despite a significant drop of over 10%, Traveloka remains in first place with over 30% of selections. Booking.com holds second place with a 3.2% decrease, followed by Agoda in third with a 0.2% decrease. Expedia ranks fifth with a 0.2% decrease.

In the category of most known international hotel brands among Vietnamese tourists, the percentage of votes for international hotels has decreased compared to the previous quarter. Novotel remains in first place, despite a slight decrease of 0.2% from Q1. Sheraton has officially surpassed JW Marriott to take second place, with a vote difference of less than 0.5%. The remaining two positions are held by InterContinental and Pullman.

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