Survey on the sentiment of travelers in China and Vietnam



BANGKOK – Vietnam’s remarkable reopening of its domestic travel sector should be replicated with a focus on Asian short-haul markets with the aim of restoring their international tourism profile. The country has effectively demonstrated a model of Covid-19 leadership in Southeast Asia by focusing on the all-important demand driver for air travel.

A recently released survey of qualified travelers from leading cities in China by leading hospitality consultancy group C9 Hotelworks and Delivering Asia Communications, created to understand foreign travel sentiment relevant to the remainder of 2020, analyzes the Chinese tourism demand entering Vietnam.

The key points highlighted in the study are that almost half of those polled want to travel abroad this year, with 45% interested in a trip specifically to Vietnam. Additionally, post-Covid-19 Chinese travelers are looking to more popular and well-known destinations, with Vietnam’s top picks being Ho Chi Minh City, Hanoi, Nha Trang / Cam Ranh Bay, and Halong Bay. .

Speaking about reopening tourism in Vietnam, C9 Hotelworks Managing Director Bill Barnett said “A short-term post-crisis ‘fear factor’ is expected for extended air travel, which will manifest itself in a preference for short-haul, door-to-door flights, which is a key opportunity for China to destination from Vietnam. “

“Equally important is to understand that at this time and in the months to come, domestic travel and tourism will define the process of gradual recovery. and tourism stakeholders are proactively responding to their needs. We are seeing a parallel trend among first-time travelers both nationally and from Chinese data, which combine into a new tourist visitor profile ”, Barnett said.

The use of market intelligence is an important sentiment expressed by David Johnson, CEO of Delivering Asia Communications, who added: “A 360-degree view of results from over 1,000 qualified respondents concludes that tourism for the rest of the year will be heavily exploited by young travelers aged 20-29, who increasingly focus on hotel reservations on digital platforms. “

“Two other important trends from our research on China have shown that in addition to tourism and catering being key activities, nature has gained in preference, which could be a reaction to a change in tourism values. after the crisis. Diving into accommodation preferences, both ends of the budget / economy and five-star hotel price spectrum drew the most positive responses from Chinese surveyed, “ he said.

A final takeaway from the survey is how young travelers are reflected in the rise in sentiment, with 81% saying they would choose independent trips over group trips. This fact, coupled with the digital booking of travel by young Chinese through WeChat and Fliggy, is a new twist in Vietnam’s marketing to incoming Chinese tourists.

In addition to the survey, a special free web event is organized on Thursday 7e May at 2:00 p.m. Vietnam time, led by C9 Hotelworks and Delivering Asia Communications, including key experts Ken Atkinson, Founder and Senior Advisor of Grant Thornton Vietnam and Vice Chairman of the Vietnam Tourism Advisory Board, Michael Piro, Director of the operation of Indochina Capital and David Keen, CEO, QUO. Register here:

Read and download the China and Vietnam Travel Sentiment Survey 2020 here:

About C9 Hotelworks

C9 Hotelworks is led by Founder and Managing Director Bill Barnett, who brings over 30 years of experience in the hospitality and real estate industries in Asia. Prior to founding C9 in 2003, Bill held senior management positions in hotel operations, development and asset management. He is considered a leading global authority on hotel residences and has served in almost every seat around the hospitality and real estate table. Bill promotes industry knowledge through regular presentations at key events and contributes to numerous industry publications. For more information contact

Managing Director, C9 Hotelworks
Telephone: +66 (0) 8 1956 1802
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