Vietnam domestic travel habits

Cimigo
Aug 13, 2020

Vietnam travel habits for domestic tourism has taken on heightened importance in 2020.  Cimigo conducted Vietnam travel research to explore Vietnam travel habits in 2019 and then asked specific domestic tourism questions in June 2020.

10 mins read

Vietnam travel habits survey

COVID-19 and Vietnam domestic tourism

Inbound tourists to Vietnam have fallen to near zero since March 2020 with national borders remaining closed to contain COVID-19. Domestic tourism was curtailed dramatically during March and quarter two with partial lockdowns and social distancing measures. School terms played catch up post lockdown and changed summer holidays from a May start to a mid-July start, schools continued right through June – the normal peak domestic tourism month.

As the virus was successfully constrained, Vietnamese began to travel for summer breaks in mid-July, leading to domestic tourists to hit the central breach resort of Danang, until July 27th, when a small cluster developed leading to a city-wide lockdown and tourists scrambling to return home.  A volatile time for the tourism industry in Vietnam with hotels, agents, airlines and hospitality having hopes of a domestic resurgence in travel prematurely dashed.

Vietnam domestic tourism

According to Savill’s in the first half of 2020 hotel occupancy rates fell to 12% compared to 78% a year ago.  Vietnam domestic tourism will rebound, initially conservatively and constrained.  Much of the industry will need to better understand Vietnam travel habits and pivot to serve Vietnam domestic tourism. Trip design, priorities, destinations and the experiences sought vary significantly by segment.

Naturally what a 55 year seeks from her summer holiday is very different to what a 32-year-old newlywed couple seek.   Travel agencies build packages around the needs of different segments very successfully. Destinations and hotel resorts need to build a far more razor-like focus on which Vietnamese domestic tourist segment they wish to serve.  Defining which segment to target and how best to provide them with a delightful experience is critical for winning customers, as competition for the domestic traveller in Vietnam will only intensify.

Vietnam travel research

The survey was conducted via personal face to face interviews with 520 people in Hanoi and HCMC. Quotas were set to represent the population with Vietnamese aged 18 to 70 from economic classes ABCD (which represents the top 55% of household wealth, the minimum level being a household income of 10,000,000 (USD430) per month). The initial interviews were conducted long before COVID-19, follow up interviews were conducted in June 2020 to look at emerging changes in travel plans.

Download the report here

Join the Vietnam domestic travel habits webinar

To help you to stay abreast of travel habits in Vietnam, watch our webinar.

Vietnamese travel habits

Cimigo Vietnam travel research shows that 76% of Vietnamese had at least one leisure trip in a 12 month period, in which 9% travelled overseas. The most popular destinations being Thailand and Singapore. On average, each traveller took 2 trips a year. A personal budget of 10 million VND (approximately USD430) is spent on leisure trips over a 12 month period.

June is normally the peak month of travelling. Given HCMC has less seasonable weather, people spread their trips throughout the year more than people in Hanoi.  The average leisure travelling days in a year is just 8 days.  Overall this equates to 10 million VND on average over 2 trips, each trip lasting 4 days.

Vietnam domestic tourism

 

Travel destinations for Vietnam domestic tourists

Ba Ria – Vung Tau and Lam Dong (Da Lat city) are the most visited and also considered the best value by people in HCMC.

Vietnam travel habits research

Quang Ninh (Ha Long bay, Bai Chay beach, Co To island) and Thanh Hoa (Sam Son beach) are the most visited by travellers from Hanoi. Danang is however considered as a place with the best value.

Vietnam travel habits research

Travel booking services for Vietnam domestic tourists

Cimigo Vietnam travel research shows that 31% of travellers have used travel agency services. Vietravel is dominant with a 20% share of use. Saigontourist is stronger in HCMC and Hanoitourist is stronger in Hanoi.

Vietnamese online travel platformsCimigo Vietnam travel research shows that only 1 in 4 use online travel platforms. Younger Vietnamese travellers have a greater propensity to use these platforms,   Booking.com and Traveloka stand out for all functions. Mytour is known for reviews and Agoda is known for hotel bookings.

Download the report here

Vietnamese travel habits by life stage

The experiences sought, the Vietnam domestic travel trip design, the travels services used, the money spent and the motivations for travel vary significantly by life stage.

Vietnam reasons for travelling

Fearless – Vietnamese travellers aged 18 to 24 years

Vietnamese group of friends travel Being students and first jobbers, this group travels not only to “relax” but also to “explore the world” and record their journey with “beautiful pictures”. This is why they show high interest to newly discovered sites. Their favourite and common companions are their peers. With the spirit of “just backpack and go”, they prefer to manage their trips by themselves and hence are very familiar with review websites to prepare for their own journey. Having the least budget compared to other groups, they stay in homestays and eat street food more often. Rather than traditional tours, affordable services are more appealing to them. Making them “explorers” is a key hook.

Release – Vietnamese travellers aged 25 to 34 years

Vietnamese young couple travel

This group spend the most time (10 days) for travelling compared to the others. Besides relaxing, they go for a leisure trip to “have fun and excitement”. Destinations with entertainment or shopping sites are attractive to them. Having better finances than the younger age group, they fly more and choose to stay in resorts more. They are also more familiar with booking sites. Trips with colleagues and romantic trips are found most amongst travellers of this age group.

United – Vietnamese travellers aged 35 to 54 years

Vietnamese young family travel

With the highest budget for travelling, this group have a tendency to travel overseas the most and also use tour services the most.  This is the target group for premium travel services. They travel mostly with their family. Therefore, tourism providers should design service that is comfortable for the whole family including older people and kids. Those 35-44 years old tend to seek for fun and excitement when travelling. They like shopping and also are familiar with booking platforms. Meanwhile, people 45-54 years old desire to relax and spend time with family. They rely more on their travel agency of choice.

Companionship – Vietnamese travellers aged 55 years plus

Vietnamese woman travel

People 55 years old and above travel less often.  Those from age 65 show less interest in travelling. Their most common companion is their family members. Less engaged with booking sites, these travellers target packaged tours. Besides beautiful landscapes, religious places are appealing to them.

Download the report here

COVID-19 Impact on Vietnam travel habits

Cimigo Vietnam travel research conducted a survey update in June 2020, after the Corona 19 virus pandemic was constrained.  Vietnamese are reluctant to travel overseas but confident to plan for their next trip in Vietnam. By the end of 2020, the percentage of travellers is expected to be the same as in the prior year. Trips are expected to peak during July – August.

Travel promotions help to bring back Vietnam domestic travellers. Those planning to travel in 2020 even plan to spend more days (10 days) and higher budget 15,400,000 VND (approximately USD660) for travelling this year.

COVID-19 Impact on Vietnam travel

People plan to travel with fewer people after the pandemic. Packaged tours are more appealing to them as they carry promotions which offer great value. Destinations in Vietnam which are closer to home and avoid air travel are prioritised.

Download the report here

 

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Hy Vu - Head of Research Department

Cimigo is one of the top research companies in Vietnam that provides very good services and actionable insights. We have the pleasure of working with Cimigo. With extensive knowledge of Vietnamese consumers, Cimigo keeps bringing value to our company. We look forward to working with them in the future.
Cimigo is one of the top research companies in Vietnam that provides very good services and actionable insights. We have the pleasure of working with Cimigo. With extensive knowledge of Vietnamese consumers, Cimigo keeps bringing value to our company. We look forward to working with them in the future.

Joe Nelson - New Zealand Consulate General

The research provided by Cimigo provided our clients with very specific insights into consumer behaviour in Viet Nam. What I liked was the way Cimigo interpreted these insights to develop a clear call to action for our clients, which they are responding to with confidence.
The research provided by Cimigo provided our clients with very specific insights into consumer behaviour in Viet Nam. What I liked was the way Cimigo interpreted these insights to develop a clear call to action for our clients, which they are responding to with confidence.

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Cimigo conducted a large, nationally representative demand forecasting study in Vietnam for us, including a discreet choice component, to assess demand for potential new male contraceptives in development to support funding decisions by The Bill & Melinda Gates Foundation. The research was additionally complex by linking interviews with men and separate interviews with their female partners. The Cimigo team was were professional, knowledgeable and adaptive through the process of understanding our needs and collaborating to find solutions that would work, resulting in a very successful study.
Cimigo conducted a large, nationally representative demand forecasting study in Vietnam for us, including a discreet choice component, to assess demand for potential new male contraceptives in development to support funding decisions by The Bill & Melinda Gates Foundation. The research was additionally complex by linking interviews with men and separate interviews with their female partners. The Cimigo team was were professional, knowledgeable and adaptive through the process of understanding our needs and collaborating to find solutions that would work, resulting in a very successful study.

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I've had the pleasure to work with Richard and Cimigo over many years and across multiple markets. Cimigo was a key partner in our business decision making process including market entry strategy, brand positioning development, shopper insights, brand equity tracking, and consumer need state segmentation development. The Cimigo team are local market experts who understand consumer culture like no other. I would highly recommend them.

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Cimigo is our go-to agency in Indonesia. They're great collaborators, work hard to meet our deliverables, and are a joy to work with.

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Cimigo is the research agency that I appreciate for their expertise and customer service. Cimigo understand well the business context for each of project hence they can design the research to best fit with the objectives. The optimization on methodologies, sample size and questionnaire bring the value to the projects I have worked with them. Cimigo can go beyond data and give me valuable insights for each of research projects based on their knowledge and experience with the industry. All of these support me well to navigate the brand strategy in short term and long term.

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We partnered with Cimigo on assessing TET campaign launch focusing on improving booking through our platform. Cimigo, provided its customized campaign evaluation technique based on Cimigo Online Communities that fully meets our requirement in terms of type of respondents and expected timelines. The report provided insightful findings with benchmarks to identify the next course of action for launching the campaign. We will recommend Cimigo team and its Online communities for its quality reporting and scale of coverage.

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Cimigo is a market research company with many experienced and knowledgeable experts that I have collaborated with. I absolutely trust their service quality.

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Cido have worked with Cimigo in Vietnam for more than 10 years. All our projects, both qualitative and quantitative, have been delivered in a timely manner with a high standard of quality throughout. Cimigo’s client service team has provided great support over the years which has ensured smooth project execution and helped us to deliver work on time and exceed our client’s expectations.

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I have partnered with Cimigo over the past 15 years. Most recently Cimigo engaged us to collaborate on an unusually tough new product development project, which was akin to selling ice to Eskimos. Cimigo bought alive the consumer, her shopping journey, her cooking rituals and potential brand promises. Cimigo inspired our creative team to build alternate brand propositions and accompanying package designs. Cimigo then went back to consumers to evaluate, iterate and optimise these in focus groups. The Doodle team were able to observe this process and subtly adjust the expression of the brand between focus groups. The result of this great collaboration was a winning brand proposition and packaging design that hit consumer needs head on whilst appealing to their hearts.

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We have worked together with Cimigo many times. The findings from Cimigo are factual, accurate & reliable. They deliver value from the voice of our customer so we can easily determine the next step. Working with Cimigo feels like not only building a partnership but a sense of family. Very amazing to work with Cimigo, they always go beyond our expectations.

Chad Ovel - Partner

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Cimigo digs deep to understand the key issues we need to address. Then, they quickly customize a highly suitable research approach to provide us the insights we need to achieve our breakthrough business targets. From tough questions to aha answers in just a few easy conversations!

Private English Language Schools - Chief Executive Officer

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Our relationship with Cimigo goes back many years. We engaged Cimigo to provide an independent view on what our customers and potential customers think of our company. The insights from Cimigo were very helpful for us to better understand the Vietnam market and also in developing our brand manifesto.

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As a creative director I have used the services of Cimigo for the past 15 years when developing communications, so I know their style, innovations and resources well. Most recently we tested copy for print, out of home and digital communications to put an Australian colloquialism into a Vietnamese context. A job and budget so small I felt it was highly likely to fall through the cracks. I was astounded at their incredible response. From their advice and style of how we should present the stimulus material, to their cross-reference manoeuvres used in the testing. Their over-delivering response, was to an embarrassing level. We walked away with a clear winner and could present back to our client with confidence and clarity. Cimigo made us look great. Plus they even threw in a few extra insights on the awareness and perception of the product in Vietnam.

Janine Katzberg - Projects Director

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I want to thank you again for your help and the great job the Cimigo team did in the home appliance project! The moderation was super and organisation upfront was also perfect.

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It was a great pleasure working with you. Especially a big thank you for your flexibility, quality and brilliant service!

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Cimigo have built and managed both our employee and customer experience programme since 2012. We have a complex suite of services with in-patient, out-patient, surgical, diagnostic, consultative and facilities to account for, all amongst patients who are naturally sensitive regarding their privacy and experience. Yet Cimigo have designed a system to measure customer experience across multiple languages and cultures and direct us in improving this experience. Our net promoter score (NPS) has grown as a direct result of changes implemented based on this direction and continuously listening to patient feedback. The NPS growth correlates directly to new patient numbers and improved profitability, as happier customers drives our business growth.
Cimigo have built and managed both our employee and customer experience programme since 2012. We have a complex suite of services with in-patient, out-patient, surgical, diagnostic, consultative and facilities to account for, all amongst patients who are naturally sensitive regarding their privacy and experience. Yet Cimigo have designed a system to measure customer experience across multiple languages and cultures and direct us in improving this experience. Our net promoter score (NPS) has grown as a direct result of changes implemented based on this direction and continuously listening to patient feedback. The NPS growth correlates directly to new patient numbers and improved profitability, as happier customers drives our business growth.

Joyce - Pricing Manager

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We have worked with Cimigo recently and highly recommend them. Cimigo have made great recommendations on the price elasticity.

Matt Thwaites - Commercial Director

Cimigo designed a customer experience programme for Coats that reached into Vietnamese, Chinese and Korean customers across various levels of seniority. Cimigo instilled the importance of the voice of the customer within our executive committee. This led to fundamental changes in our structure, services and speed to market. Significant investments were made behind these improvement programmes, for example in reducing delivery times and in managing specialised custom orders, which in turn have led to improved revenue streams and higher margin sales.
Cimigo designed a customer experience programme for Coats that reached into Vietnamese, Chinese and Korean customers across various levels of seniority. Cimigo instilled the importance of the voice of the customer within our executive committee. This led to fundamental changes in our structure, services and speed to market. Significant investments were made behind these improvement programmes, for example in reducing delivery times and in managing specialised custom orders, which in turn have led to improved revenue streams and higher margin sales.

Aashish Kapoor - Head of Marketing

Cimigo - The best “Glocal” market research firm in Vietnam with whom we have developed a great partnership since many years. While the quality of research and findings are of top standard, the added advantage being the local insights that Richard and his team are able to provide in helping us make important decisions.
Cimigo - The best “Glocal” market research firm in Vietnam with whom we have developed a great partnership since many years. While the quality of research and findings are of top standard, the added advantage being the local insights that Richard and his team are able to provide in helping us make important decisions.

Kelly Vo - Founder & Host

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I respect Cimigo not only because of their dedication, meticulousness, and high-quality services but also how much they care about the local community here. I proposed the idea of doing a survey with the digital young generation on the topic of social impact and leadership. I wanted to identify, shape, and develop our content so that could really speak to the heart of the problems and empower young Vietnamese to take action on social impact in Vietnam. The Cimigo team agreed pro-bono to help without hesitation. The research findings are truly helpful in providing us a deeper understanding of our targeted audiences, what they need and are concerned about in life. The results show us how we can help them to achieve their goals and dreams. It is no longer a shot in the dark!

Thanyachat Auttanukune - Board of Management

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Cimigo consistently carries out researches with international standards and consistently bring about truly mind opening local insights.

Hamish Glendinning - Business Lead

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Cimigo not only delivered an exceptional piece of qualitative research for us, but provided hugely valuable direction when it came to product development and market positioning which we have since implemented. We can’t wait to work with the team again.

Thuy Le - Consumer Insight Manager

Pharmacity started a Brand Health Check with Cimigo in 2020 and we were immediately impressed with their great consultancy and supportive spirit. The study had interesting analysis and insights which helped us efficiently shape the marketing plan and direction moving forward. We are now working with Cimigo on a tracking basis to continuously monitor and foster our brand performance.
Pharmacity started a Brand Health Check with Cimigo in 2020 and we were immediately impressed with their great consultancy and supportive spirit. The study had interesting analysis and insights which helped us efficiently shape the marketing plan and direction moving forward. We are now working with Cimigo on a tracking basis to continuously monitor and foster our brand performance.

Richard Willis - Director

When we were looking to develop one of the worlds the leading economic indicator in Vietnam, the Purchasing Managers’ Index™ (PMI®) Cimigo showed an immediate understanding of our needs and showed their understanding of the Vietnamese market. IHS Markit has now been working with Cimigo since 2013. Every month Cimigo continues to provide high quality data, a representative panel, on time data and great customer service. We look forward to many more years of working together.
When we were looking to develop one of the worlds the leading economic indicator in Vietnam, the Purchasing Managers’ Index™ (PMI®) Cimigo showed an immediate understanding of our needs and showed their understanding of the Vietnamese market. IHS Markit has now been working with Cimigo since 2013. Every month Cimigo continues to provide high quality data, a representative panel, on time data and great customer service. We look forward to many more years of working together.

Ha Dinh - Project Lead

I have worked with CIMIGO on educational research for over 4 months. This is extremely impressive to me by the way CIMIGO approaches, cooperating and supporting me during the research launched. Specifically, the design for both qualitative and quantitative research are practical and logical with accurate questionnaires and appropriate interviews methodology for different respondents. Moreover, the outcomes of this research helps us to recognize our opportunities in the current English Language Training Market and understand profoundly our customer needs, behaviours and expectations when sending their children to us.
I have worked with CIMIGO on educational research for over 4 months. This is extremely impressive to me by the way CIMIGO approaches, cooperating and supporting me during the research launched. Specifically, the design for both qualitative and quantitative research are practical and logical with accurate questionnaires and appropriate interviews methodology for different respondents. Moreover, the outcomes of this research helps us to recognize our opportunities in the current English Language Training Market and understand profoundly our customer needs, behaviours and expectations when sending their children to us.

Geert Heestermans - Marketing Director

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Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that.

Louise Knox - Consumer Technical Insights

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Just to say a huge thank you for all of the film footage. We are absolutely delighted with it all. The Vox Pops are really interesting and have turned out very well – those ladies were great at talking spontaneously. Cimigo did a great job. Thank you for your patience and perseverance with getting this off the ground.

Aimee Shear - Senior Research Executive

We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet Cimigo were incredibly accommodating through their patience, flexibility and commitment. Not only were Cimigo supportive during the set up of our project, but we were really impressed by the outputs delivered – Cimigo were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.
We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet Cimigo were incredibly accommodating through their patience, flexibility and commitment. Not only were Cimigo supportive during the set up of our project, but we were really impressed by the outputs delivered – Cimigo were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.

Dennis Kurnia - Head of Consumer Insights

Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found Cimigo to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with Cimigo fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.
Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found Cimigo to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with Cimigo fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.

Tania Desela - Senior Product Manager

It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend Cimigo.
It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend Cimigo.

Thu Phung - CTI Manager

Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."
Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."

Linda Yeoh - CMI Manager

We have worked with Cimigo over 2 projects in Vietnam. Cimigo has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Cimigo team for supporting us.
We have worked with Cimigo over 2 projects in Vietnam. Cimigo has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Cimigo team for supporting us.