3 Start hotel demand in Vietnam

Vietnam 3-Star Hotel Research

Q&Me is online market research provided by Asia Plus Inc.

Survey Respondent Information

Respondent location and hotel type (N=238)

Guest profile

7%

16%

10%

14%16%

38%

Job title

CxO, VP, Director OwnerManager Senior staffJunior staff N/A

43%

16%

12%

7%

4%4%

15%

Job type

Full-time worker Self-ownedStudents HouseworkLooking for the job Part-time workerOther

N=238

Visitor Country

Vietnam USA

Australi

a UK

German

yFra

nce

Canad

a

England

Other countri

es

44%

12%

8% 8%6% 5%

3% 2%

12%

Vietnamese account for almost half compared with those who come from US continents, Europe and Oceania

N=238

Survey Analysis

What is the purpose of the visit?

Leisure/Sightseeing Business Friend/Family visit Others

45%

27%

19%

8%

49%

27%

16%

9%

41%

28%23%

8%

33%

27% 27%

13%

57%

28%

11%

4%

All Chain hotel Not chain hotelsVietnam Other

• Foreigners are for the purpose of leisure, while Vietnamese are the mix of many reasons.

• 49% of the chain store users are the leisure which are higher than the figures of non-chains

N=238

International

Did you come here as individual or tour?

Individual trip Tour Others

59%

23%18%

44%

27% 29%

73%

19%

8%

43%

27%30%

66%

21%

13%


• International has more ratio of individual trips and tend to stay at independent hotels

• Tour users have slightly higher ratio of chain hotels

N=238

International

How many people do you travel with?

• A small party is the majority no matter what nationalities they are• Chain stores relatively has solo or a small number of guests

N=238

1 2 3 4 5 6 7 8 9 More than 10

39%

34%

11%

6%4%

1% 0% 0% 0%

5%

47%

36%

8%

3%1% 1% 0% 0% 0%

3%

28% 29%

14%

10%8%

0% 1% 1% 1%

8%

44%

38%

10%

3% 2%0% 1% 1% 1% 1%

36%

29%

11%9%

6%

2%0% 0% 0%

8%

All Chain hotels Not chains Vietnamese OthersInternational

Have you come to HCM before?

All Chain hotel Not chain hotels

Vietnam Other

47% 39%54% 59%

33%

53% 61%46% 41%

68%

Yes No

• About half of the guest have come to HCM before. • The number is about 30% for foreigners while 59% of Vietnamese

have visited the city before

N=238

International

How many times have you come to HCM?

• 68% of the total people have visited the city 3 times and less. • 20% of Vietnamese have been to the city more than 5 times and

likely to stay at the non-chains

N=238

1 2 3 4 5

More than

5

Do not remember

16%

30%

22%

11%7%

12%

1%

24% 24%

32%

10%

2%7%

0%

6%

30%

11% 11% 11%

32%

0%

18%22% 22%

7%9%

20%

2%

14%

39%

22%

17%

6%3%

0%

All Chain Non-Chain Vietnamese OthersInternational

(In case of Yes in previous question)Did you stay at this hotel before?

All Chain hotel Not chain hotels

Vietnam Other

64% 64% 63% 65% 61%

36% 36% 37% 35% 39%

Yes No

• 2/3 of the visitors have stayed at the same hotel s before. The ratio does not change so much regardless of the types of the hotels nor natinalities

N=94

International

What are the price range that you are looking for?

Lower $30 $31-$50 $51-$70 $71-$100 $101-$150 Higher $150 I did not look for the hotel

myself


• Nearly half of the people look at the price-range below $50 USD• 36% of Vitnamese look for the price range o f$31-$50 while

international has higher ratio of 37% at the price point of $51-70

N=238

International

How did you find the hotels?

Hang a

round to

find the h

otel

Magazi

ne

Internet

adSea

rch

I did not lo

ok for it

as it

is part

of the t

our

Booking w

ebsit

e

Trave

l agen

cy

Frien

ds reco

mmendati

onOther

• Booking sites are more used especially for international visitors. • Vietnamese tends to either search or rely on friends

recommendation• Non-chains seem to be found via booking website more

N=238

What are the popular website that you booked?

agoda expedia tripadvisor booking.com airbnb

25

3 2 1 1

Agoda is dominantly popular

N=32

How did you book this hotel?

Via tra

vel w

ebsite

via hotel w

ebsite

Via email

to hotel

by telephone

By trav

el age

ncy

Using m

y frie

nds / re

lative

sOther

• Chain stores are more via agency or the hotel websites• Indepdendent hotels are via travel websites• Vietnamese tends to use travel agency and friends’

recommendation more than internationalN=238

Important items in choosing the hotel

• Locations and pricing are two most important factors• International tends to rely on the reviews

N=238

Expected facilities

• Free WIFI is a must item for everyone and the ratio is exteremely high for Vietnamese.

• Flat TV is popular among Vietnamese as well• International look for large bed as higher preference.

Large

room

Large

bed

Facil

ities for c

hild

Free W

IFI

Safety

box

Flat T

V

International

TV program

Mini bar

Self l

aundry

Bath tu

b

Air con

Wardrobe

Other

N=238

The services expected to offer

• Breakfast and room services are the services expected• Higher demand can be found for the airport pick up for international

Breakfas

t

Room servi

ce

Massag

e

Laundry

Airport p

ickup

Tour reserva

tionOther

N=238

Please choose the interior design of your preference at the hotels of your price range

• International preferes the classic and traditional.• Local basically is the same although the ratio for simple and modern

is higher

Luxu

rious a

nd rich in

terior

Simple an

d modern in

terior

Classic

and tra

ditional interio

r

I dot n

ot put im

portance

of the in

terior

23% 26%36%

17%25% 24%

34%

20%21%29%

38%

14%20%

29% 31%

21%27% 23%

39%

15%


N=238

International

What is your preferred location?

• Chain guests prefer the shopping places while independent hotel guest prefers the restaurants / bar areas

• International prefers the areas of bars and restaurants

Business

area

Backpack

er area

Convenient fo

r transp

ortation

Hotel co

ndensed ar

ea

Areas w

here m

any re

stauran

ts / b

ars are around

Areas n

ear cit

y landsca

pe

Near lo

cal mark

et

Near a

irport

Areas c

onvenien

t for s

hoppingOth

er

N=238

What is your preferred location? (By Area)

N=238

• Dist 1 and 7 are chosen for shopping convenience• Other areas, although total number is small, are chosen more for the

transportation convinience

Business

area

Backpack

er area

Convenient fo

r transp

ortation

Hotel co

ndensed ar

ea

Areas w

here m

any re

stauran

ts / b

ars are around

Areas n

ear cit

y landsca

pe

Near lo

cal mark

et

Near a

irport

Areas c

onvenien

t for s

hoppingOther

How much were you satisfied with this hotel? - Location

The score is highest among other criteria, especially among international travellers

Not satisfied Not very much satisfied Average Satisfied Very satisfied

2%

12%

42%45%

1%

13%

37%

49%

3%

11%

46%

40%

3%

18%

48%

31%

2%7%

33%

58%

All Chain hotel Not chain... Vietnam Others

N=238

International

How much were you satisfied with this hotel? – Staff attitude

Foreigners have higher score than lcoal in staff attitude. Non-chain has the higher ratio


5%

13%

42% 41%

5%

16%

44%

34%

4%

9%

39%

48%

10%

48%

40%


N=238

International

How much were you satisfied with this hotel? - Service

International travellers have high score. Non-chains have higher ratio for this criteria as well


1%3%

18%

51%

27%

1%5%

19%

54%

20%

1% 1%

17%

48%

33%

1%

5%

21%

53%

20%

15%

51%

30%


N=238

International

How much were you satisfied with this hotel? - Food

Chain has the better satisfaction in food than independent. In this criteria as well, international has higher ratio. Overall ratio is among the lowest


5% 7%

36% 37%

17%

7% 6%

23%

40%

24%

2%

9%

43%41%

5%7%

4%

35%31%

23%

7%

48%

33%

9%


N=238

International

How much were you satisfied with this hotel? - Room

International are happier.82% are satisfied with this criteria


5%

24%

47%

25%

3%

29%

51%

17%

6%

18%

42%

33%

1%

25%

55%

20%

6%

25%

41%

26%


N=238

International

How much were you satisfied with this hotel? - Cleanness

Higher rate than the room itself, meaning that clinginess are better maintained from guest perspective


4%

12%

41%43%

2%

16%

48%

34%

6% 7%

34%

52%

5%

14%

42%

37%


N=238

International

How much were you satisfied with this hotel? - Price

Clear differentiation among Vietnamese and international. International are satisfied with it totally while Vietnamese satisfactions are relatively less


2%4%

36% 37%

22%

3% 2%

50%

36%

10%

1%

6%

22%

38%

33%

4%

42%45%

10%

4%

13%

38%

46%


N=238

International

How much were you satisfied with this hotel? – Summary(The score is taken by the average of each criteria)

• While the satisfaction for location, cleanness and staff are high, people are less satisfied with food

• International are generally more satisfied with the hotel than Vietnamese except for the room

• Chain are better for location, but got the lower score for food, room, service and staff

• The score is highest among other criteria, especially among international travellers

Location Staff Service Food Room Clearnness

4.34.2

4.0

3.5

3.9

4.24.3

4.1

3.8

3.4

3.8

4.14.2

4.3

4.1

3.7

4.0

4.3

4.1 4.03.8

3.4

3.9

4.34.5

4.3

4.1

3.6

3.8

4.1


N=238

International

How much are you satisfied with this hotel? (From 1-10, 10=most satisfied, 1=least satisfied)

Overall satisfactions are high, especially for international travellers

1 2 3 4 5 6 7 8 9 100% 1%

3% 4%

7%

21%

36%

23%

5%

0% 1%

5% 5% 6%

25%

34%

22%

3%1% 2%

0%

3%

9%

13%

39%

24%

8%

0% 0%

3%5%

10%

29% 29%

22%

2%1% 2% 3% 3%5%

13%

42%

23%

7%

All Chain hotels Not chains Vietnamese OthersInternational

How important is the size of the hotel?

• Mixed opinions. Chains are high but the size is not the top priority• Those who are from international do not put too much emphasis on

it, although at the other question, suggesting that they look for more substantial benefit for these classes of the hotels

Not very important Not important Average Important Very important

6%

24%

32%

21%

16%

4%

14%

36%

25%

21%

10%

40%

27%

16%

8%10%

28%

34%

25%

2%2%

20%

30%

17%

31%

All Chain Non-Chain International Vietnam

N=238

How important is it for you to stay in chain-branded hotel?

To be chain is not so important. Some are even not aware that where they stay are chained

Not very important Not important Average Important Very important

21%

29%26%

16%

8%

12%

30%28%

20%

9%

37%

26%23%

9%6%

31%

15%

27%

21%

6%

11%

44%

25%

10% 11%

All Chain hotel Not chain... International Vietnam

N=238

(for those who answer “important” “very important”) What are the reasons for that?

Those who like chain are more comfortable in choosing them due to a certain quality guaranteed

It guarantees

the quality

I could exp

ect the quality

of the hotels

Due to m

embership / p

romotion

Other

56%

41%

12%

55%46%

11%

77%

15%23%

56%47%

18%

65%

26%

9%

All Chain hotel Not chain... International Vietnam

N=238

Summary – 3 Star chain hotel expectation

• The hotel of this class has been chosen by two factors – location and pricing. The importance of pricing is less compared with independent hotels (People are more generous about the pricing).

• On the other hand, they would be more comfortable if the name is better know to assure the quality of the services. In addition, few people care about the size of the hotels.

• Facility expectation is different among the nationalities. International expects good air-con and large bed, while Vietnamese are for flat TV. Vietnamese seem to be less satisfied with the current food service, which could be a good differentiator

• What is expected• Facilities: WIFI is the must. Flat TV supporting international TV are popularly

demanded. Large bed for westerners• Services: Room services and laundries are the two most popular services for

chain• Locations: What are popular are convenience to where they would like to go

(shopping, transportation)

Summary – 3 Star chain hotel satisfaction

• Overall satisfactions are high, especially in the areas of location, staff attitude and clearness. Where they are not happy with are pricing, food and room

• The satisfaction level seems to be different from their own experiences, though. Some common dissatisfactions are the gaps between the information on the web and what they get (e.g The room is different from the photo. My room has no window etc). It is important to make the information of the hotel open and transparent

• At the same time, more than half of repeater comes back to the same hotels. So the experience in the first stay are the key.

Summary – 3 Star chain hotel approach

• How they recognize the hotels are different by nationalities. International rely on the trip site such as Agoda. Vietnamese local rely on friends information as well as search

• Chain hotel are more used by the tour due to the easier booking of large capacity and the connection with them could increase the inbound.

• International are independent travellers and actively look for the info at the web. Now that Agoda is dominant source for them, the good review and easy-to-be-found exposure is the key. For local, SEO will generate more traffic capturing those who look for the hotels of your range.

Summary – target customers

• Local Vietnamese: • Who they are: They consist of more than 70% of the current chain hotel users.

Their frequency of HCM visit is higher than foreigners and tend to stay at the same hotels if they are satisfied. Also they tend to share the good experiences at the hotels to their friends which generates more customers.

• How to approach: The word of mouth is the key. They seem to be less satisfied with the food given and this could be the differentiator from the other chains. Also now that there is not so much of the good local language travel site, good seo for search could generate more access

• Americans / Europeans• Who they are: They are the independent travellers who could make their own

trips. Their make their travel plan using the web. They tend to be more generous about the pricing and expect more “traditional” experiences in Vietnam

• How to approach: Now travel website such as Agoda are the major source on them. Need to collect good reviews and better exposure there

Summary by nationalitiesVietnamese International

The types of trips • Mix of the leisure, business and friends visit

• Majority are leisure• Tends to visit as individually• More generous about pricing

How they find hotels • Reply on friends, travel agency • Rely on travel website

What they look for • Free WIFI• Flat TV

• Free WIFI• Air con• Large bed

Current satisfaction on hotels • Satisfaction level is lower especially in the area of food and pricing

• Overall, they are satsified, espeically in the area of service and food

How to approach • Connection and introduction via friends

• Good SEO tactics

• Good reviews and exposure at travel website such as Agoda

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<9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-

17%

8% 8% 8% 8% 8% 7% 7% 7%

22%

0%1%

18%

31%

22%

14%

7%

3% 3%

1%

Stats Q&Me

Active users by age Urban user ratio (top 6 provinces)

Stats Q&Me

22%

51%

78%

49%

Top 6 provinces Others

Who we are (1) – Q&Me panelist

Due to the utilization of online, our service is best suited for the survey targeting 10’s – 30’s in urban areas

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3 Start hotel demand in Vietnam

Marketing