Unlike previous years, the travel trend of Vietnamese tourists in 2024 is to use social networks to find travel information, prioritize experience over cost, and prefer independent travel to booking package tours.

Klook platform’s January 2024 report announced the results of the Travel Pulse survey on travel trends in the Asia Pacific region in 2024. The survey was conducted in November 2023 with 2,600 respondents. , in 13 markets including Hong Kong, Taiwan, Singapore, Malaysia, Philippines, Thailand, Vietnam, Korea, Japan, Australia, Mainland China, India and Indonesia.

Travel according to social network trends – the travel trend of Vietnamese tourists in 2024

The survey shows that social networks are a factor that greatly impacts tourists’ travel decisions. 96% of Asia-Pacific travelers said they use social networking platforms to find information, plan and share trip itineraries.

Vietnamese visitors lead the region in using Facebook (95%) and TikTok (83%) as travel inspiration platforms. 91% of Vietnamese tourists book travel services based on recommendations and reviews from content creators on social networks. Of these, 63% of Vietnamese people access travel information through video format because of its strong visual appeal.

This trend increases by about 18% by 2023. A survey conducted in July 2023 showed that about 73% of Vietnamese people use social networks to plan travel.

Travel according to celebrity reviews

Although the trust level of online travel recommendations is increasing, famous KOLs or travel content creators on social networks receive little trust from Vietnamese tourists. Travel Pulse survey shows that 61% of Vietnamese tourists trust non-famous content creators.

Mr. Nguyen Huy Hoang, Managing Director of Klook Vietnam, explained that this trend comes from the behavior of using social networks to post photos and trip information to preserve moments. This information is more authentically shared than reviews from celebrities who are paid to advertise. Experiences shared on social networks partly influence the travel decisions of other tourists.

Prioritize experience over cost – the travel trend of Vietnamese tourists in 2024

In addition, the survey also shows that Asia-Pacific travelers tend to prioritize experience over cost, and are willing to increase their budget to maximize their travel enjoyment in 2024. 3 out of 5 respondents are willing to spend at least 30% to 50% more on their vacation budget, compared to an estimated average travel spend of $2,000 per person by 2023. Travel Pulse survey July/ 2023 shows that tourists in the Asia-Pacific region show that one in three tourists is willing to spend more than 2,000 USD to travel.

Among them, Vietnamese tourists invest more in experiences, 17% are willing to spend more than half of their travel budget on experiential activities. Klook representatives rated this as one of the highest numbers in the area.

Vietnamese people also lead the region in demand for family travel. 3 out of 5 travelers responded that bonding with their loved ones is a priority during trips.

Mr. Nguyen Huy Hoang commented that this travel trend is a reflection of the post-pandemic world, when the isolation and digitalization that grew strongly during the pandemic now make people crave more connection. more than ever.

Spontaneous travel

The survey also shows that in 2024, Vietnamese tourists will be the most enthusiastic travel enthusiasts in the region. 90% of Vietnamese guests said they have planned and booked a trip between now and the second half of the year. The Vietnamese market group also has the highest spontaneous travel tendency in the region when half of respondents often book travel experiences and activities only after arriving or while at the destination instead of booking a full tour. package.