Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
STUDY ABOUT AIRBNB USAGE IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
Mar, 2017
1
SURVEY DESIGN
 This survey was conducted to study about Airbnb usage in Vietnam
 Methodology: Online survey
 Fieldwor...
2
RESPONDENTS SELECTION
Respondents of this survey had to qualified below criteria
 Age : 22 and above
 Occupation : Exc...
3
N = 260
DEMOGRAPHIC INFORMATION
Monthly incomeAge
OccupationLiving Place
24%
76%
Hà Nội
Hồ Chí Minh
0%
2%
5%
10%
16%
18%...
4
KEY FINDINGS
1) Awareness and usage
• 14% of Vietnamese Internet users have experienced Airbnb
• Websites, forum ads pla...
5
1) Awareness and usage
2) Airbnb vs. traditional hotels
3) Actual satisfaction?
4) Usage behaviors
CONTENT
6
14% OF VIETNAMESE INTERNET USERS HAVE EXPERIENCED AIRBNB
Have you ever used Airbnb?
86%
14%
No
Yes
N = 1800
7
WEBSITES, FORUM ADS PLAY IMPORTANT ROLES IN GETTING PEOPLE’S
AWARENESS OF AIRBNB
If you’ve used Airbnb, how do you know ...
8
TOURISM-RELATED WEBSITES AND FRIENDS’ SUGGESTIONS ARE THE KEY
USAGE INFLUENCERS
Which source do you trust the most (to m...
9
1) Awareness and usage
2) Airbnb vs. traditional hotels
3) Actual satisfaction?
4) Usage behaviors
CONTENT
10
AIRBNB REALLY DISRUPT HOTELS BY WINNING CONSUMERS’ PREFERENCES
OVER TRADITIONAL HOTELS
Between Hotel/Hostel and Airbnb,...
11
PRIVACY, PRICING, FLEXIBLE CHECK-IN/OUT AND LOCATIONS ARE THE TOP
AIRBNB USAGE REASONS
Why do you use Airbnb?
11%
12%
1...
12
1) Awareness and usage
2) Airbnb vs. traditional hotels
3) Actual satisfaction?
4) Usage behaviors
CONTENT
13
ONLY 29% ARE SATISFIED WITH AIRBNB SERVICES, 13% NEUTRAL AND 58%
ARE UNSATISFIED
Are you satisfied with Airbnb?
Weighte...
14
TOP DISSATISFACTION POINTS: ACCOMMODATION ARE NOT AS DESCRIBED
AND INCONVENIENT LOCATION
If you feel unsatisfied with A...
15
FOLLOWING HIGH LEVEL OF DISSATISFACTION, 68% DECIDE TO USE AIRBNB
IN PARALLEL WITH HOTELS, ONLY 32% WILL PRIORITIZE AIR...
16
92% OF DISSATISFIED USERS WILL USE AIRBNB IN PARALLEL WITH
HOTEL/HOSTELS
Are you satisfied with Airbnb?
What is your us...
17
CONTENT
1) Awareness and usage
2) Airbnb vs. traditional hotels
3) Actual satisfaction?
4) Usage behaviors
18
64% OF AIRBNB-ERS TRAVEL TO ASIA, 18% TO EUROPE AND 12% TO OTHER 3
CONTINENTS
Which continent do you travel the most us...
19
ON AVERAGE, AIRBNB TRAVELERS SPEND 6 DAYS FOR THEIR TRIPS
How long is your trip? (By age)
N = 260 N = 95 N = 137 N = 28...
20
77% AIRBNB USERS TRAVEL WITH THEIR FAMILY
Who do you go with? (By age)
N = 260 N = 95 N = 137 N = 28*
* Small sample si...
21
ON AVERAGE, AIRBNB USERS SPEND $683/PERSON EACH TRIP
What is your average cost for a trip?
Weighted
Average
Expenditure...
22
FEEL FREE TO DROP US ANY QUESTION
• Japan & Taiwan
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
...
23
• Indonesia
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr...
24
Upcoming SlideShare
Loading in …5
×

0

Share

Download to read offline

Airbnb Usage in Vietnam

Download to read offline

Airbnb really disrupt hotels by winning consumers’ preferences over traditional hotels.


Find more at: https://www.di-onlinesurvey.com/

  • Be the first to like this

Airbnb Usage in Vietnam

  1. 1. STUDY ABOUT AIRBNB USAGE IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com) Mar, 2017
  2. 2. 1 SURVEY DESIGN  This survey was conducted to study about Airbnb usage in Vietnam  Methodology: Online survey  Fieldwork time: 5 days (16/01/2017 to 20/01/2017)  Sample size: N = 260  Geography: Nationwide
  3. 3. 2 RESPONDENTS SELECTION Respondents of this survey had to qualified below criteria  Age : 22 and above  Occupation : Except Students  Living place : Ho Chi Minh and Ha Noi  Monthly family income : From VND 4 million (USD 200)  Abroad travelling frequency : More than twice/year  Travelling method : Self-organized trip (or backpacker)
  4. 4. 3 N = 260 DEMOGRAPHIC INFORMATION Monthly incomeAge OccupationLiving Place 24% 76% Hà Nội Hồ Chí Minh 0% 2% 5% 10% 16% 18% 48% Others Housewife Job seeker/Retired Factory Worker Engineer/Doctor/Teacher Self-employed Officer 7% 16% 54% 23% Over $1000 $701 - $1000 $451 - $700 $201 - $450 38% 52% 10% 22-25 26-30 Over 30
  5. 5. 4 KEY FINDINGS 1) Awareness and usage • 14% of Vietnamese Internet users have experienced Airbnb • Websites, forum ads play important roles in getting people’s awareness of Airbnb • Tourism-related websites and friends’ suggestions are the key usage influencers 2) Airbnb vs. traditional hotels • Airbnb is preferred to traditional hotels by almost all respondents  Privacy, Pricing, Flexible check-in/out and Locations are the top Airbnb usage reasons 3) Actual satisfaction? • However, 58% are unsatisfied with Airbnb services, only 29% are satisfied and 13% neutral  Top dissatisfaction points: Accommodation are not as described and inconvenient location • Following high level of dissatisfaction, 68% of respondents decide to use Airbnb in parallel with Hotels, only 32% will prioritize Airbnb  Among dissatisfied users, 92% will use Airbnb in parallel with hotel/hostels. 4) Usage behaviors • 64% of Airbnb-ers travel to Asia, 18% to Europe and 12% to other 3 continents • On average, Airbnb travelers spend 6 days for their trips • 77% Airbnb users travel with their family • On average, Airbnb users spend $683/person each trip
  6. 6. 5 1) Awareness and usage 2) Airbnb vs. traditional hotels 3) Actual satisfaction? 4) Usage behaviors CONTENT
  7. 7. 6 14% OF VIETNAMESE INTERNET USERS HAVE EXPERIENCED AIRBNB Have you ever used Airbnb? 86% 14% No Yes N = 1800
  8. 8. 7 WEBSITES, FORUM ADS PLAY IMPORTANT ROLES IN GETTING PEOPLE’S AWARENESS OF AIRBNB If you’ve used Airbnb, how do you know it? (By age) 3% 3% 6% 7% 14% 15% 52% Newspaper/magazine Facebook ads Online newspaper/magazine Friends/relatives' suggestion Social networks (except Facebook) Ads on smartphone apps Website, forum ads Total 7% 2% 9% 7% 16% 24% 34% 22-25 1% 4% 3% 5% 12% 6% 69% 26-30 0% 0% 11% 18% 14% 25% 32% Over 30 N = 260 N = 95 N = 137 N = 28* * Small sample size
  9. 9. 8 TOURISM-RELATED WEBSITES AND FRIENDS’ SUGGESTIONS ARE THE KEY USAGE INFLUENCERS Which source do you trust the most (to make decision about using Aribnb or not)? (By age) N = 260 N = 95 N = 137 N = 28* * Small sample size 13% 9% 5% 4% 18% 12% 6% 7% 18% 8% 9% 8% 23% 10% 9% 15% 27% 10% 15% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 22-25 26-30 Over 30 Tourism websites/forums Friends/relatives' suggestion who have experienced Airbnb Famous backpacker's Facebook/Blogs Review from Airbnb's users Search the Internet (Google, Bing,..)
  10. 10. 9 1) Awareness and usage 2) Airbnb vs. traditional hotels 3) Actual satisfaction? 4) Usage behaviors CONTENT
  11. 11. 10 AIRBNB REALLY DISRUPT HOTELS BY WINNING CONSUMERS’ PREFERENCES OVER TRADITIONAL HOTELS Between Hotel/Hostel and Airbnb, which one do you prefer? 69% 33% 66% 72% 66% 64% 31% 67% 34% 28% 34% 36% 100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100% Pricing Location Friendly (of the host/ local resident) Culture (of country/specific area) Added services (eating, laundry,..) Accommodation (wifi, air-conditioner,..) N = 260 Hotel AirBnb
  12. 12. 11 PRIVACY, PRICING, FLEXIBLE CHECK-IN/OUT AND LOCATIONS ARE THE TOP AIRBNB USAGE REASONS Why do you use Airbnb? 11% 12% 13% 14% 21% 22% 25% 25% Easy to contact the host Convenient location Love the climate in that place Can live with local residents Near to the places I want to visit Flexibility in the check-in, check-out and payment Cheaper than hotel/hostel Ensure the freedom and privacy of daily activities Total N = 260
  13. 13. 12 1) Awareness and usage 2) Airbnb vs. traditional hotels 3) Actual satisfaction? 4) Usage behaviors CONTENT
  14. 14. 13 ONLY 29% ARE SATISFIED WITH AIRBNB SERVICES, 13% NEUTRAL AND 58% ARE UNSATISFIED Are you satisfied with Airbnb? Weighted Average Score 2.84 * 5 = Totally satisfied, 4 = Satisfied, 3 = Normal, 2 = Unssatisfied, 1 = Totally unssatisfied N = 260 29% 3% 55% 13% 13% 16% Totally unsatisfied Unsatisfied Normal Satisfied Totally satisfied Total
  15. 15. 14 TOP DISSATISFACTION POINTS: ACCOMMODATION ARE NOT AS DESCRIBED AND INCONVENIENT LOCATION If you feel unsatisfied with Airbnb? Please tell why (By age) 4% 6% 6% 8% 2% 10% 12% 15% 8% 17% 13% 22-25 1% 4% 4% 6% 13% 9% 9% 8% 15% 11% 19% 26-30 N = 151 N = 52 N = 99 2% 5% 5% 7% 9% 9% 10% 11% 13% 13% 17% Unprofessional service I must comply strict time policies of the host Insecurity The host is unfriendly Long response time from hosts to my reservation requests Poor habitat (temperature, dust, insects..) The host forced me pay higher to accept my reservation again when I came to their… The host charged extra for other services Actual accommodation is inadequate to hosts’ descriptions Inconvenient locations makes real cost higher than estimated cost Actual accommodation is inadequate to Airbnb users’ reviews Total
  16. 16. 15 FOLLOWING HIGH LEVEL OF DISSATISFACTION, 68% DECIDE TO USE AIRBNB IN PARALLEL WITH HOTELS, ONLY 32% WILL PRIORITIZE AIRBNB What is your usage intention toward Airbnb? Weighted Average Score 2.45 * 4 = I wil definitely use again, 3 = I will prefer using Airbnb in priority, 2 = I will use Airbnb parallel with hotel/hostel, 1 = I will never use Airbnb again N = 260 0% 68% 18% 14% I will never use Airbnb again I will use Airbnb parallel with hotel/hostel I will prefer using Airbnb in priority I will definitely use again Total
  17. 17. 16 92% OF DISSATISFIED USERS WILL USE AIRBNB IN PARALLEL WITH HOTEL/HOSTELS Are you satisfied with Airbnb? What is your usage intention toward Airbnb? 71% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Satisfaction Dissatisfied Satisfied I will definitely use again I will prefer using Airbnb in priority I will use Airbnb parallel with hotel/hostel I will never use Airbnb again 46% 45% 9% 7% 92% N = 260 1% 1%
  18. 18. 17 CONTENT 1) Awareness and usage 2) Airbnb vs. traditional hotels 3) Actual satisfaction? 4) Usage behaviors
  19. 19. 18 64% OF AIRBNB-ERS TRAVEL TO ASIA, 18% TO EUROPE AND 12% TO OTHER 3 CONTINENTS Which continent do you travel the most using Airbnb? N = 260 2% 2% 13% 18% 64% Africa Australia America Europe Asia Total
  20. 20. 19 ON AVERAGE, AIRBNB TRAVELERS SPEND 6 DAYS FOR THEIR TRIPS How long is your trip? (By age) N = 260 N = 95 N = 137 N = 28* * Small sample size Weighted Average Duration (Days) 6 966 9% 10% 36% 49% 48% 47% 61% 40% 48% 42% 4%2% 3% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 22-25 26-30 Over 30 Under 3 days 3-5 days 6-10 days Over 10 days
  21. 21. 20 77% AIRBNB USERS TRAVEL WITH THEIR FAMILY Who do you go with? (By age) N = 260 N = 95 N = 137 N = 28* * Small sample size 11% 9% 13% 7% 12% 16% 7% 18% 77% 75% 80% 75% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 22-25 26-30 Over 30 Family/Relatives Friends Alone
  22. 22. 21 ON AVERAGE, AIRBNB USERS SPEND $683/PERSON EACH TRIP What is your average cost for a trip? Weighted Average Expenditure $683 N = 260 14% 33% 48% 5% Over $910 $680,1 - $910 $450 - $680 Under $450 Total
  23. 23. 22 FEEL FREE TO DROP US ANY QUESTION • Japan & Taiwan o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Country Manager) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager) o Email: sariya.a@di-mktg.com o Contact number: +66 876 724 832
  24. 24. 23 • Indonesia o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (Country Manager) o Email: hendry.p@di-mktg.com o Contact number: +65 822 1345 2555 | +62 21 3005 3541 • India o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654 FEEL FREE TO DROP US ANY QUESTION
  25. 25. 24

Airbnb really disrupt hotels by winning consumers’ preferences over traditional hotels. Find more at: https://www.di-onlinesurvey.com/

Views

Total views

1,091

On Slideshare

0

From embeds

0

Number of embeds

174

Actions

Downloads

22

Shares

0

Comments

0

Likes

0

×