airbnb usage in vietnam

STUDY ABOUT AIRBNB USAGE IN VIETNAMBY DI-MARKETING (www.di-onlinesurvey.com)

Mar, 2017

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SURVEY DESIGN

This survey was conducted to study about Airbnb usage in Vietnam

Methodology: Online survey

Fieldwork time: 5 days (16/01/2017 to 20/01/2017)

Sample size: N = 260

Geography: Nationwide

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RESPONDENTS SELECTION

Respondents of this survey had to qualified below criteria

Age : 22 and above Occupation : Except Students Living place : Ho Chi Minh and Ha Noi Monthly family income : From VND 4 million (USD 200) Abroad travelling frequency : More than twice/year Travelling method : Self-organized trip (or backpacker)

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N = 260

DEMOGRAPHIC INFORMATION

Monthly incomeAge

OccupationLiving Place

Hà Nội

Hồ Chí Minh

24%

76%

Others

Housewife

Job seeker/Retired

Factory Worker

Engineer/Doctor/Teacher

Self-employed

Officer

0%

2%

5%

10%

16%

18%

48%

Over $1000

$701 - $1000

$451 - $700

$201 - $450

7%

16%

54%

23%

22-25

26-30

Over 30

38%

52%

10%

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KEY FINDINGS

1) Awareness and usage• 14% of Vietnamese Internet users have experienced Airbnb• Websites, forum ads play important roles in getting people’s awareness of Airbnb• Tourism-related websites and friends’ suggestions are the key usage influencers

2) Airbnb vs. traditional hotels• Airbnb is preferred to traditional hotels by almost all respondents

Privacy, Pricing, Flexible check-in/out and Locations are the top Airbnb usage reasons

3) Actual satisfaction?• However, 58% are unsatisfied with Airbnb services, only 29% are satisfied and 13%

neutral Top dissatisfaction points: Accommodation are not as described and inconvenient

location• Following high level of dissatisfaction, 68% of respondents decide to use Airbnb in parallel

with Hotels, only 32% will prioritize Airbnb Among dissatisfied users, 92% will use Airbnb in parallel with hotel/hostels.

4) Usage behaviors• 64% of Airbnb-ers travel to Asia, 18% to Europe and 12% to other 3 continents• On average, Airbnb travelers spend 6 days for their trips• 77% Airbnb users travel with their family• On average, Airbnb users spend $683/person each trip

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1) Awareness and usage

2) Airbnb vs. traditional hotels

3) Actual satisfaction?

4) Usage behaviors

CONTENT

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14% OF VIETNAMESE INTERNET USERS HAVE EXPERIENCED AIRBNB

Have you ever used Airbnb?

No

Yes

86%

14%

N = 1800

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WEBSITES, FORUM ADS PLAY IMPORTANT ROLES IN GETTING PEOPLE’S AWARENESS OF AIRBNB

If you’ve used Airbnb, how do you know it? (By age)

Newspaper/magazine

Facebook ads

Online newspaper/magazine

Friends/relatives' suggestion

Social networks (except Facebook)

Ads on smartphone apps

Website, forum ads

3%

3%

6%

7%

14%

15%

52%

Total

7%

2%

9%

7%

16%

24%

34%

22-25

1%

4%

3%

5%

12%

6%

69%

26-30

0%

0%

11%

18%

14%

25%

32%

Over 30

N = 260 N = 95 N = 137 N = 28*

* Small sample size

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TOURISM-RELATED WEBSITES AND FRIENDS’ SUGGESTIONS ARE THE KEY USAGE INFLUENCERS

Which source do you trust the most (to make decision about using Aribnb or not)? (By age)

N = 260 N = 95 N = 137 N = 28*

* Small sample size

Total 22-25 26-30 Over 300%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

13%9%

5% 4%

18%

12%

6% 7%

18%

8%

9%8%

23%

10%

9%

15%

27%10%

15%

4%

Tourism websites/fo-rums

Friends/relatives' sug-gestion who have expe-rienced Airbnb

Famous backpacker's Facebook/Blogs

Review from Airbnb's users

Search the Internet (Google, Bing,..)

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4) Usage behaviors

CONTENT

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AIRBNB REALLY DISRUPT HOTELS BY WINNING CONSUMERS’ PREFERENCES OVER TRADITIONAL HOTELS

Between Hotel/Hostel and Airbnb, which one do you prefer?

Pricing

Location

Friendly(of the host/ local resident)

Culture(of country/specific area)

Added services(eating, laundry,..)

Accommodation(wifi, air-conditioner,..)

100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%

69%

33%

66%

72%

66%

64%

31%

67%

34%

28%

34%

36%

N = 260

Hotel

AirBnb

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PRIVACY, PRICING, FLEXIBLE CHECK-IN/OUT AND LOCATIONS ARE THE TOP AIRBNB USAGE REASONS

Why do you use Airbnb?

Easy to contact the host

Convenient location

Love the climate in that place

Can live with local residents

Near to the places I want to visit

Flexibility in the check-in, check-out and payment

Cheaper than hotel/hostel

Ensure the freedom and privacy of daily activities

11%

12%

13%

14%

21%

22%

25%

25%

Total

N = 260

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4) Usage behaviors

CONTENT

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ONLY 29% ARE SATISFIED WITH AIRBNB SERVICES, 13% NEUTRAL AND 58% ARE UNSATISFIED

Are you satisfied with Airbnb?

WeightedAverageScore

2.84

* 5 = Totally satisfied, 4 = Satisfied, 3 = Normal, 2 = Unssatisfied, 1 = Totally unssatisfied

N = 260

29%

Totally unsatisfied

Unsatisfied

Normal

Satisfied

Totally satisfied

3%

55%

13%

13%

16%

Total

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TOP DISSATISFACTION POINTS: ACCOMMODATION ARE NOT AS DESCRIBED AND INCONVENIENT LOCATION

If you feel unsatisfied with Airbnb? Please tell why (By age)

4%

6%

6%

8%

2%

10%

12%

15%

8%

17%

13%

22-25

1%

4%

4%

6%

13%

9%

9%

8%

15%

11%

19%

26-30

N = 151 N = 52 N = 99

Unprofessional service

I must comply strict time policies of the host

Insecurity

The host is unfriendly

Long response time from hosts to my reservation requests

Poor habitat (temperature, dust, insects..)

The host forced me pay higher to accept my reservation again when I came to their house

The host charged extra for other services

Actual accommodation is inadequate to hosts’ descriptions

Inconvenient locations makes real cost higher than estimated cost

Actual accommodation is inadequate to Airbnb users’ reviews

2%

5%

5%

7%

9%

9%

10%

11%

13%

13%

17%

Total

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FOLLOWING HIGH LEVEL OF DISSATISFACTION, 68% DECIDE TO USE AIRBNB IN PARALLEL WITH HOTELS, ONLY 32% WILL PRIORITIZE AIRBNB

What is your usage intention toward Airbnb?

WeightedAverageScore

2.45

* 4 = I wil definitely use again, 3 = I will prefer using Airbnb in priority, 2 = I will use Airbnb parallel with hotel/hostel, 1 = I will never use Airbnb again

N = 260

I will never use Airbnb again

I will use Airbnb parallel with hotel/hostel

I will prefer using Airbnb in priority

I will definitely use again

0%

68%

18%

14%

Total

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92% OF DISSATISFIED USERS WILL USE AIRBNB IN PARALLEL WITH HOTEL/HOSTELS

Are you satisfied with Airbnb? What is your usage intention toward Airbnb?

Satisfaction0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

71%

29%

Dissatisfied Satisfied

I will definitely use again

I will prefer using Airbnb in

priority

I will use Airbnb parallel

with hotel/hostel

I will never use Airbnb again

46%

45%

9%

7%

92%

N = 260

1%

1%

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CONTENT




4) Usage behaviors

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64% OF AIRBNB-ERS TRAVEL TO ASIA, 18% TO EUROPE AND 12% TO OTHER 3 CONTINENTS

Which continent do you travel the most using Airbnb?

N = 260

Africa

Australia

America

Europe

Asia

2%

2%

13%

18%

64%

Total

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ON AVERAGE, AIRBNB TRAVELERS SPEND 6 DAYS FOR THEIR TRIPS

How long is your trip? (By age)

N = 260 N = 95 N = 137 N = 28*

* Small sample size

WeightedAverageDuration(Days)

6 966

Total 22-25 26-30 Over 300%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0.0923076923076923 0.102189781021898

0.357142857142857

49%

48%

47%

61%

40%

48%

42%

4%2% 3% 1%

Under 3 days

3-5 days

6-10 days

Over 10 days

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77% AIRBNB USERS TRAVEL WITH THEIR FAMILY

Who do you go with? (By age)

N = 260 N = 95 N = 137 N = 28*

* Small sample size

Total 22-25 26-30 Over 300%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

11% 9% 13%7%

12% 16% 7% 18%

77% 75%80%

75%

Family/Relatives

Friends

Alone

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ON AVERAGE, AIRBNB USERS SPEND $683/PERSON EACH TRIP

What is your average cost for a trip?

WeightedAverage

Expenditure$683

N = 260

Over $910

$680,1 - $910

$450 - $680

Under $450

14%

33%

48%

5%

Total

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FEEL FREE TO DROP US ANY QUESTION

• Japan & Taiwano Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japano Contact person: Mr. Hideyuki Kato (CEO)o Email: [email protected] o Contact number: +81 3-5532-3200

• Vietnam o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnamo Contact person: Mr. Ho Hai Dang (Country Manager)o Email: [email protected] Contact number: +84 902-73-9944

• Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,

Bangkok 10110, Thailando Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)o Email: [email protected] Contact number: +66 876 724 832

mailto:[email protected]

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• Indonesia

o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesiao Contact person: Mr. Hendry Pratama (Country Manager)o Email: [email protected] Contact number: +65 822 1345 2555 | +62 21 3005 3541

• Indiao Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903o Contact person: Mr. Sujit Kunte (Regional representative)o Email: [email protected] Contact number: +65 9127 7654

FEEL FREE TO DROP US ANY QUESTION