The upcoming peak summer season will be a golden time for Vietnam tourism businesses to restart their business after a difficult year if they can capture and understand Vietnamese travelers’ behaviors.

Summer is one of the vibrant periods of the Vietnam tourism market as the demand for travel increases and businesses in the tourism sector launch many new tourism products and many incentive programs to attract customers. After a year that the tourism sector was almost frozen due to Covid-19, this summer is considered as an opportunity for tourism businesses to take leverage steps to recover in the future.

However, Covid-19 has also made Vietnamese travelers’ confidence and behaviors have changed. This requires tourism businesses to make changes in their marketing strategies, building suitable tourism products and services to meet the new demands of travelers, and optimizing their business. To do this, it is extremely important to capture the behaviors of Vietnamese travelers in the coming summer, because this will be the foundation for tourism businesses to make strategic decisions about their products and services.

Outbox Consulting has just released Insight Snapshot "Vietnamese Travel Behaviors - Summer 2021", which gives important data on the travel behavior of Vietnamese in the coming summer.


 The Vietnamese traveler journey

At the Planning step, the snapshot showed that 50% of Vietnamese travelers intend to travel in May and June this year. About 30% of travelers start researching information 3 to 4 weeks before departure to prepare for the trip. In particular, social media is one of the popular channels selected by 22% of tourists for information reference.

At the Booking step, 42% of independent travelers usually prioritize their accommodation booking first before booking other services. Du Lich Travel, Vietravel, and Saigontourist are three of the most popular travel agents for package-tour travelers.

Also according to the Snapshot "Vietnamese Travel Behaviors - Summer 2021, activities related to sightseeing and cuisine are mentioned the most (40%) among travel experiences. Besides, the most important factor when travelers consider choosing experiences is price.

In addition, among many factors affecting travelers’ satisfaction after a trip, service quality and safety are among the most influential factors (accounting for over 30% of all mentioned factors).

Regarding the intention of choosing the form for travel, there is a clear difference between traveler groups of different generations. In particular, package-tour is popular with Gen X, while Millennials and Gen Z prefer to experience it independently.


Regarding package-tour, Gen X travelers are major with 45%, and the percentage of Millennials and Gen Z travelers is significantly lower (27% and 20%), showing a difference in preferences in form of travel between generations. However, when choosing a travel agent, Gen X and Gen Z are the same in that they are most concerned about price, while Millennials focus on reputation, customer services, and acquaintances' reviews about the tour quality.

After selecting the suitable tour, 56% of Gen X travelers tend to book their tour less than a month before departure. About 49% of Gen Z and 47% of Millennials travelers tend to book one to two months in advance.

With independent travelers, it is not difficult to understand that 80% of Gen Z and 73% of Millennials travelers choose to travel independently because these are young generations, digital savvy, and love to experience. The proportion of Gen X independent travelers is quite high at about 55%.

In terms of accommodation selection, location is the most important factor for Gen X and Gen Z travelers, while Millennials are more interested in the amenities at the accommodation. Booking also varies between groups of travelers. Gen Z and Millennials tend to book accommodation for one to two weeks before departure, while Gen Z tends to book only three to four days before departure.

Source: Destination Review