3 Start hotel demand in Vietnam

Vietnam 3-Star Hotel Research
Q&Me is online market research provided by Asia Plus Inc.

Respondent location and hotel type (N=238)

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

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

What is the purpose 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

Did you come here as individual or tour?
59%
23%
18%
44%
27% 29%
73%
19%
8%
43%
27%
30%
66%
21%
13%
Individual trip Tour Others
• 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
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

Have you come to HCM before?
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
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

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

What are the popular website that you booked?
25
3
2
1 1
agoda expedia tripadvisor booking.com airbnb
Agoda is dominantly popular
N=32

How did you book 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

Important items in choosing 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

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
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

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
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

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
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
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
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

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
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%

How much were you 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

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%
satisfied
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%
satisfied
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%
48%
33%
9%
7% 6%
23%
40%
24%
2%
9%
43%
41%
5%
7%
4%
35%
31%
23%
satisfied
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%
satisfied
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%
satisfied
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%
satisfied
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
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
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
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

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
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

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
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

(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
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

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 nationalities
Vietnamese 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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pricing

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

Contact Us
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