Airbnb really disrupt hotels by winning consumers’ preferences over traditional hotels. Find more at: https://www.di-onlinesurvey.com/

1. STUDY ABOUT AIRBNB USAGE IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
Mar, 2017

2. 1
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

3. 2
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)

4. 3
N = 260
DEMOGRAPHIC INFORMATION
Monthly incomeAge
OccupationLiving Place
24%
76%
Hà Nội
Hồ Chí Minh
0%
2%
5%
10%
16%
18%
48%
Others
Housewife
Job seeker/Retired
Factory Worker
Engineer/Doctor/Teacher
Self-employed
Officer
7%
16%
54%
23%
Over $1000
$701 - $1000
$451 - $700
$201 - $450
38%
52%
10%
22-25
26-30
Over 30

5. 4
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

6. 5
1) Awareness and usage
2) Airbnb vs. traditional hotels
3) Actual satisfaction?
4) Usage behaviors
CONTENT

7. 6
14% OF VIETNAMESE INTERNET USERS HAVE EXPERIENCED AIRBNB
Have you ever used Airbnb?
86%
14%
No
Yes
N = 1800

8. 7
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)
3%
3%
6%
7%
14%
15%
52%
Newspaper/magazine
Facebook ads
Online newspaper/magazine
Friends/relatives' suggestion
Social networks (except Facebook)
Ads on smartphone apps
Website, forum ads
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

9. 8
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
13%
9%
5% 4%
18%
12%
6%
7%
18%
8%
9%
8%
23%
10%
9%
15%
27%
10%
15%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 22-25 26-30 Over 30
Tourism
websites/forums
Friends/relatives'
suggestion who have
experienced Airbnb
Famous backpacker's
Facebook/Blogs
Review from Airbnb's
users
Search the Internet
(Google, Bing,..)

10. 9
1) Awareness and usage
2) Airbnb vs. traditional hotels
3) Actual satisfaction?
4) Usage behaviors
CONTENT

11. 10
AIRBNB REALLY DISRUPT HOTELS BY WINNING CONSUMERS’ PREFERENCES
OVER TRADITIONAL HOTELS
Between Hotel/Hostel and Airbnb, which one do you prefer?
69%
33%
66%
72%
66%
64%
31%
67%
34%
28%
34%
36%
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
Pricing
Location
Friendly
(of the host/ local resident)
Culture
(of country/specific area)
Added services
(eating, laundry,..)
Accommodation
(wifi, air-conditioner,..)
N = 260
Hotel
AirBnb

12. 11
PRIVACY, PRICING, FLEXIBLE CHECK-IN/OUT AND LOCATIONS ARE THE TOP
AIRBNB USAGE REASONS
Why do you use Airbnb?
11%
12%
13%
14%
21%
22%
25%
25%
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
Total
N = 260

13. 12
1) Awareness and usage
2) Airbnb vs. traditional hotels
3) Actual satisfaction?
4) Usage behaviors
CONTENT

14. 13
ONLY 29% ARE SATISFIED WITH AIRBNB SERVICES, 13% NEUTRAL AND 58%
ARE UNSATISFIED
Are you satisfied with Airbnb?
Weighted
Average
Score
2.84
* 5 = Totally satisfied, 4 = Satisfied, 3 = Normal, 2 = Unssatisfied, 1 = Totally unssatisfied
N = 260
29%
3%
55%
13%
13%
16%
Totally unsatisfied
Unsatisfied
Normal
Satisfied
Totally satisfied
Total

15. 14
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
2%
5%
5%
7%
9%
9%
10%
11%
13%
13%
17%
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…
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
Total

16. 15
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?
Weighted
Average
Score
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
0%
68%
18%
14%
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
Total

17. 16
92% OF DISSATISFIED USERS WILL USE AIRBNB IN PARALLEL WITH
HOTEL/HOSTELS
Are you satisfied with Airbnb?
What is your usage intention toward Airbnb?
71%
29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Satisfaction
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%

18. 17
CONTENT
1) Awareness and usage
2) Airbnb vs. traditional hotels
3) Actual satisfaction?
4) Usage behaviors

19. 18
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
2%
2%
13%
18%
64%
Africa
Australia
America
Europe
Asia
Total

20. 19
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
Weighted
Average
Duration
(Days)
6 966
9% 10%
36%
49%
48%
47%
61%
40%
48%
42%
4%2% 3% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 22-25 26-30 Over 30
Under 3 days
3-5 days
6-10 days
Over 10 days

21. 20
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
11% 9%
13%
7%
12% 16% 7% 18%
77% 75%
80%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 22-25 26-30 Over 30
Family/Relatives
Friends
Alone

22. 21
ON AVERAGE, AIRBNB USERS SPEND $683/PERSON EACH TRIP
What is your average cost for a trip?
Weighted
Average
Expenditure
$683
N = 260
14%
33%
48%
5%
Over $910
$680,1 - $910
$450 - $680
Under $450
Total

23. 22
FEEL FREE TO DROP US ANY QUESTION
• Japan & Taiwan
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
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, Vietnam
o Contact person: Mr. Ho Hai Dang (Country Manager)
o Email: dang.h@di-mktg.com
o 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, Thailand
o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)
o Email: sariya.a@di-mktg.com
o Contact number: +66 876 724 832

24. 23
• Indonesia
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654
FEEL FREE TO DROP US ANY QUESTION

25. 24