GrabAds, the advertising arm of the Southeast Asian (SEA) super app Grab has released its latest SEA Travel Insights 2023 report.
The in-app survey among Grab users – with 1,453 of them coming from Vietnam – has revealed that 80 per cent of the Vietnamese respondents plan to have an overseas holiday.
This places the Vietnamese among those who crave a break abroad the most, just slightly behind Thailand and Singapore (86 per cent and 85 per cent respectively), and ahead of the Philippines (69 per cent), Malaysia (64 per cent), and Indonesia (56 per cent).
When planning a trip outside their own nation, Asian countries are the top destinations among Vietnamese tourists. While Thailand, Singapore and Malaysia lead the way in terms of destinations within Southeast Asia, the Vietnamese put Japan, South Korea, and China at the top of the list of countries they are planning to explore.
The desire to travel appears to have grown even stronger, with 77 per cent of those planning trips intending to travel two or more times over the next 12 months.
Families represent one of the most significant audience segments for 2023 travel, with Vietnam also following the same pattern. 59 per cent of respondents from Vietnam say they plan to travel with their families, while 35 per cent are organising trips with their spouse, and 39 per cent hope to holiday with their friends.
But group travel is no small undertaking, especially with children – and while fun and games are all well and good, it is clear that these family holidaymakers prioritise safety and convenience above all else.
For example, when selecting accommodation, top priorities among travellers in Southeast Asia include family suites and connecting rooms (65 per cent), child-friendly amenities (58 per cent), and safety features such as child-proofing and secured balconies (48 per cent).
As such, travel advertisers need to assure families that they can leave their worries at the door and emphasise campaigns with family-friendly or child-friendly messaging to resonate better with this key group of travellers.
According to the report, 47 per cent of the respondents from Vietnam plan 1-3 months ahead for international travel (less than 3 hours flight time), and more than half said that their budgets are already fixed weeks before they set foot abroad.
To capture a greater slice of the pie, travel brands should initiate marketing activities to influence travellers early during the discovery phase, when they are still exploring and comparing their options.
By connecting advertisers to Grab’s extensive first-party data, GrabAds can help travel brands stay ahead of these evolving travel preferences.
Doan Thanh Huyen, head of GrabAds Vietnam said, “More Vietnamese are exploring and experiencing everyday services on the Grab app. They represent an increasing base of tech-savvy consumers aiming to maximise the convenience and organisation of their lives, from daily mobility and deliveries to holiday planning. Thus, their engagement with the app creates a wealth of hyperlocal insights that enable brands and advertisers to build deep and meaningful connections with their consumers.”
“When it comes to tourism, last year, brands may have focused on short-term impulse campaigns based on a pent-up fear of missing out following the lockdowns. But they now need to shift towards developing long-term relationships with clued-up travellers as they dream, plan, book, and experience travel. It could be as simple as maintaining year-round communication with consumers and utilising all available channels to promote the latest offers,” added Huyen.
GrabAds is ardently exploring opportunities to work closely with travel and tourism brands to innovate and provide an exciting, dynamic travel experience for jet-setters from Vietnam and across Southeast Asia.
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