3 Start hotel demand in Vietnam

3 Start hotel demand in Vietnam

• 1.
  Vietnam 3-Star HotelResearch Q&Me is online market research provided by Asia Plus Inc.
• 2.
  Survey Respondent Information
• 3.
  Respondent location andhotel type (N=238)
• 4.
  Guest profile 7% 16% 10% 14% 16% 38% Job title CxO,VP, Director Owner Manager Senior staff Junior staff N/A 43% 16% 12% 7% 4% 4% 15% Job type Full-time worker Self-owned Students Housework Looking for the job Part-time worker Other N=238
• 5.
  Visitor Country 44% 12% 8% 8% 6%5% 3% 2% 12% Vietnam USA Australia UK Germany France Canada England Other countries Vietnamese account for almost half compared with those who come from US continents, Europe and Oceania N=238
• 6.
  Survey Analysis
• 7.
  What is thepurpose of the visit? 45% 27% 19% 8% 49% 27% 16% 9% 41% 28% 23% 8% 33% 27% 27% 13% 57% 28% 11% 4% Leisure/Sightseeing Business Friend/Family visit Others All Chain hotel Not chain hotels Vietnam 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
• 8.
  Did you comehere as individual or tour? 59% 23% 18% 44% 27% 29% 73% 19% 8% 43% 27% 30% 66% 21% 13% Individual trip Tour Others All Chain hotel Not chain hotels Vietnam Other • 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
• 9.
  How many peopledo 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 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% 1 2 3 4 5 6 7 8 9 More than 10 All Chain hotels Not chains Vietnamese OthersInternational
• 10.
  Have you cometo HCM before? 47% 39% 54% 59% 33% 53% 61% 46% 41% 68% All Chain hotel Not chain hotels Vietnam Other 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
• 11.
  How many timeshave 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 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% 1 2 3 4 5 More than 5 Do not remember All Chain Non-Chain Vietnamese OthersInternational
• 12.
  (In case ofYes in previous question) Did you stay at this hotel before? 64% 64% 63% 65% 61% 36% 36% 37% 35% 39% All Chain hotel Not chain hotels Vietnam Other 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
• 13.
  What are theprice 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 All 10% 30% 22% 16% 1% 0% 30% Chain hotel 2% 25% 22% 21% 1% 1% 39% Not chain hotels 18% 36% 23% 11% 2% 0% 21% Vietnam 3% 36% 6% 24% 0% 0% 31% Other 13% 23% 37% 11% 2% 1% 33% All Chain hotel Not chain hotels Vietnam Other • 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
• 14.
  How did youfind the hotels? Hang around to find the hotel Magazine Internet ad Search I did not look for it as it is part of the tour Booking website Travel agency Friends recommend ation Other All 3% 1% 9% 14% 9% 27% 16% 18% 16% Chain hotel 3% 0% 3% 15% 10% 18% 17% 16% 20% Not chain hotels 3% 2% 14% 12% 8% 36% 14% 20% 12% Vietnam 4% 0% 3% 20% 7% 13% 19% 25% 13% International 2% 2% 11% 9% 10% 35% 14% 11% 21% • 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
• 15.
  What are thepopular website that you booked? 25 3 2 1 1 agoda expedia tripadvisor booking.com airbnb Agoda is dominantly popular N=32
• 16.
  How did youbook this hotel? Via travel website via hotel website Via email to hotel by telephone By travel agency Using my friends / relatives Other All 18% 18% 4% 5% 21% 14% 19% Chain hotel 7% 22% 1% 7% 26% 9% 28% Not chain hotels 29% 13% 8% 3% 17% 20% 10% Vietnam 7% 24% 2% 10% 25% 21% 12% International 22% 14% 5% 2% 20% 6% 30% • 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 international N=238
• 17.
  Important items inchoosing the hotel • Locations and pricing are two most important factors • International tends to rely on the reviews Location Pricing Hotel brand Reviews / Reputati ons Interior Exterior Optional services (Airport pickup) Services (laundry ) Facilities (Restaur ant, Massage s) Free WIFI Staff attitude Hotel size It is part of the tour and I did not select the hotel Other All 64% 56% 12% 25% 13% 1% 3% 6% 18% 10% 28% 4% 19% 5% Chain hotel 62% 38% 19% 23% 11% 1% 3% 5% 12% 1% 30% 6% 26% 4% Not chain hotels 66% 73% 4% 27% 14% 1% 3% 6% 23% 18% 27% 2% 11% 7% Vietnam 57% 47% 20% 18% 16% 0% 5% 4% 19% 5% 35% 4% 22% 4% International 68% 55% 8% 30% 9% 2% 2% 7% 14% 10% 23% 6% 19% 6% N=238
• 18.
  Expected facilities • FreeWIFI 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 Facilities for child Free WIFI Safety box Flat TV Internati onal TV program Mini bar Self laundry Bath tub Air con Wardrob e Other All 38% 52% 15% 68% 27% 31% 29% 24% 16% 33% 55% 28% 5% Chain hotel 44% 60% 16% 76% 23% 43% 38% 24% 13% 38% 41% 31% 5% Not chain hotels 32% 44% 14% 60% 30% 19% 21% 24% 20% 28% 68% 26% 6% Vietnam 35% 51% 16% 84% 22% 65% 36% 41% 16% 36% 54% 26% 1% International 44% 57% 14% 57% 29% 6% 28% 9% 15% 33% 49% 32% 9% N=238
• 19.
  The services expectedto offer • Breakfast and room services are the services expected • Higher demand can be found for the airport pick up for international Breakfast Room service Massage Laundry Airport pickup Tour reservatio n Other All 60% 59% 36% 42% 34% 23% 5% Chain hotel 49% 54% 36% 51% 30% 28% 3% Not chain hotels 72% 64% 36% 33% 38% 18% 6% Vietnam 55% 68% 42% 48% 26% 21% 1% International 60% 49% 30% 41% 40% 28% 7% N=238
• 20.
  Please choose theinterior 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 23% 26% 36% 17% 25% 24% 34% 20% 21% 29% 38% 14% 20% 29% 31% 21% 27% 23% 39% 15% Luxurious and rich interior Simple and modern interior Classic and traditional interior I dot not put importance of the interior All Chain hotel Not chain hotels Vietnam Other N=238 International
• 21.
  What is yourpreferred 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 Backpacker area Convenient for transportat ion Hotel condensed area Areas where many restaurants / bars are around Areas near city landscape Near local market Near airport Areas convenient for shopping Other All 18% 31% 43% 11% 50% 39% 34% 6% 42% 7% Chain hotel 18% 39% 32% 13% 55% 39% 43% 7% 53% 4% Not chain hotels 19% 23% 53% 10% 46% 38% 24% 6% 32% 9% Vietnam 15% 25% 45% 18% 41% 36% 33% 11% 54% 3% International 21% 40% 36% 6% 60% 41% 39% 2% 37% 9% N=238
• 22.
  What is yourpreferred 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 Backpacker area Convenient for transportati on Hotel condensed area Areas where many restaurants / bars are around Areas near city landscape Near local market Near airport Areas convenient for shopping Other District 1 20% 36% 37% 15% 48% 43% 38% 6% 47% 6% District 7 12% 38% 38% 12% 67% 29% 43% 7% 48% 2% Others 19% 14% 56% 0% 47% 31% 22% 8% 33% 11%
• 23.
  How much wereyou satisfied with this hotel? - Location The score is highest among other criteria, especially among international travellers 2% 12% 42% 45% 1% 13% 37% 49% 3% 11% 46% 40% 3% 18% 48% 31% 2% 7% 33% 58% Not satisfied Not very much satisfied Average Satisfied Very satisfied All Chain hotel Not chain... Vietnam Others N=238 International
• 24.
  How much wereyou 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% Not satisfied Not very much satisfied Average Satisfied Very satisfied All Chain hotel Not chain... Vietnam Others N=238 International
• 25.
  How much wereyou 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% Not satisfied Not very much satisfied Average Satisfied Very satisfied All Chain hotel Not chain... Vietnam Others N=238 International
• 26.
  How much wereyou 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% 48% 33% 9% 7% 6% 23% 40% 24% 2% 9% 43% 41% 5% 7% 4% 35% 31% 23% Not satisfied Not very much satisfied Average Satisfied Very satisfied All Chain hotel Not chain... Vietnam Others N=238 International
• 27.
  How much wereyou 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% Not satisfied Not very much satisfied Average Satisfied Very satisfied All Chain hotel Not chain... Vietnam Others N=238 International
• 28.
  How much wereyou 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% Not satisfied Not very much satisfied Average Satisfied Very satisfied All Chain hotel Not chain... Vietnam Others N=238 International
• 29.
  How much wereyou 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% Not satisfied Not very much satisfied Average Satisfied Very satisfied All Chain hotel Not chain... Vietnam Others N=238 International
• 30.
  How much wereyou 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 4.3 4.2 4.0 3.5 3.9 4.2 4.3 4.1 3.8 3.4 3.8 4.1 4.2 4.3 4.1 3.7 4.0 4.3 4.1 4.0 3.8 3.4 3.9 4.3 4.5 4.3 4.1 3.6 3.8 4.1 Location Staff Service Food Room Clearnness All Chain hotel Not chain... Vietnam Others N=238 International
• 31.
  How much areyou satisfied with this hotel? (From 1-10, 10=most satisfied, 1=least satisfied) Overall satisfactions are high, especially for international travellers 0% 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% 1 2 3 4 5 6 7 8 9 10 All Chain hotels Not chains Vietnamese OthersInternational
• 32.
  How important isthe 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 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% Not very important Not important Average Important Very important All Chain Non-Chain International Vietnam N=238
• 33.
  How important isit 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 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% Not very important Not important Average Important Very important All Chain hotel Not chain... International Vietnam N=238
• 34.
  (for those whoanswer “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 56% 41% 12% 55% 46% 11% 77% 15% 23% 56% 47% 18% 65% 26% 9% It guarantees the quality I could expect the quality of the hotels Due to membership / promotion Other All Chain hotel Not chain... International Vietnam N=238
• 35.
  Summary – 3Star 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)
• 36.
  Summary – 3Star 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.
• 37.
  Summary – 3Star 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.
• 38.
  Summary – targetcustomers • 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
• 39.
  Summary by nationalities VietnameseInternational 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
• 40.
  Q&Me – SmartphoneMarket Research
• 41.
  Who we are(1) – What is Q&Me Q&Me is the online market research services in Vietnam. Due to our online utilization and direct panels, we offer the researches in days with 1/3 of the traditional research company cost. Affordable Quick High quality Takes 24 - 48 hours for most surveys, proving real-time analysis Superb real-time analysis for flexible and accurate data collection 1/3 of the competitor pricing
• 42.
  17% 8% 8% 8%8% 8% 7% 7% 7% 22% 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% <9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50- Stats Q&Me Active users by age Urban user ratio (top 6 provinces) 22% 51% 78% 49% Stats Q&Me 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
• 43.
  Contact Us URL: http://www.qandme.net Contact:info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC, Vietnam Tel. +84 839 100 043 Q&Me is online market research provided by Asia Plus Inc.