In 2024, Vietnamese tourists tend to use social networks to find travel information, prioritize experiences over costs, and prefer spontaneous travel over booking package tours.
Klook's January 2024 report released the results of its Travel Pulse survey on Asia Pacific travel trends in 2024. The survey was conducted in November 2023 with 2,600 respondents, across 13 markets including Hong Kong, Taiwan, Singapore, Malaysia, Philippines, Thailand, Vietnam, South Korea, Japan, Australia, Mainland China, India and Indonesia.
The survey found that social media is a major factor influencing travelers’ travel decisions. 96% of Asia-Pacific travelers said they use social media platforms to research, plan and share their travel itineraries.
Tourists experience the view of the Saigon River on a double-decker river bus, December 2023. Photo: Bich Phuong
Vietnamese travelers lead the region in using Facebook (95%) and TikTok (83%) as platforms for travel inspiration. 91% of Vietnamese travelers book travel services based on recommendations and reviews from social media content creators. Of these, 63% of Vietnamese people access travel information through video format because of its strong visual appeal.
This trend increased by about 18% compared to 2023. A survey conducted in July 2023 showed that about 73% of Vietnamese people use social networks to plan their travel.
Despite the growing trust in online travel recommendations, KOLs or popular travel content creators on social media are less trusted by Vietnamese travelers. A Travel Pulse survey found that 61% of Vietnamese travelers trust unknown content creators.
Mr. Nguyen Huy Hoang, CEO of Klook Vietnam, explained that this trend comes from the behavior of using social networks to post photos and information about trips to preserve moments. This information is more authentically shared than reviews from celebrities who are paid to advertise. Experiences shared on social networks partly influence the travel decisions of other travelers.
In addition, the survey also found that Asia-Pacific travelers tend to prioritize experiences over costs, willing to increase their budgets to enjoy the most of their trips in 2024. 3 in 5 respondents are willing to spend at least 30% to 50% more on their vacation budget, compared to the estimated average travel spend of $2,000 per person in 2023. The July 2023 Travel Pulse survey found that one in three travelers in the Asia-Pacific region are willing to spend more than $2,000 on travel.
Vietnamese tourists invest more in experiences, with 17% willing to spend more than half of their travel budget on experiential activities. Klook representatives assessed this as one of the highest numbers in the region.
Vietnamese also lead the region in terms of family travel needs. 3 out of 5 travelers said they prioritize connecting with their loved ones on their trips.
Mr. Nguyen Huy Hoang commented that this travel trend is a reflection of the world after the pandemic, when the isolation and digitalization that thrived during the pandemic now make people crave connection more than ever.
“Travel has become an essential means of expressing love, giving individuals the opportunity to connect authentically with themselves, with others and the world around them,” said Mr. Hoang.
The survey also found that Vietnamese tourists will be the most enthusiastic travelers in the region by 2024. 90% of Vietnamese tourists said they have planned and booked trips between now and the second half of the year. The Vietnamese market group also has the highest spontaneous travel tendency in the region, with half of respondents often booking experiences and activities after arriving or while at the destination instead of booking a package tour.
Bich Phuong
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