Decision Lab Travel Brand Ranking has named Vietnam Airlines (49.9) as the most considered travel brand in Vietnam, followed by Bamboo Airways (23.7) and Vietjet Air (23.5).
Decision Lab, YouGov’s exclusive partner in Vietnam, released the Travel Brand Rankings 2023. The rankings are based on YouGov BrandIndex’s positive Consideration score, which measures how likely a consumer is to purchase a brand the next time they are in the market to purchase travel and leisure products. The rankings show the brands with the highest average Consideration score from 24th May 2022 - 23rd May 2023, compared with the same period in the previous year. It reflects the awareness, reputation, and trust that a brand has built among its target audience.
The full report can be downloaded from the Decision Lab website.
Top 10 ranked: Airlines rule, super apps rise in Vietnam’s travel scene
The ranking shows that airlines, online platforms, and travel agencies dominate the travel industry in Vietnam. Vietnam Airlines has been maintained as the most considered travel brand. The newcomer in the industry, Bamboo Airways, surpassed Vietjet Air to take second place.
Among the online travel platforms, Traveloka ranks the highest at fourth place. This is the second time in a row that the startup from Indonesia has risen in rank. MoMo (Travel) climbed three spots to enter the top 10. Starting as the most popular e-wallet in Vietnam, it expanded into an all-in-one financial app. MoMo's inclusion demonstrates the rapid growth of super apps in Vietnam.
The full report can be downloaded from the Decision Lab website.
Want to know where you stand with your competitors and how to improve your ranking? Get in touch now.
Top 5 Improvers: Never stop, even when you’re at the top
Decision Lab released the five “most improved” brands alongside the overall rankings. Vietnam Airlines and Bamboo Airways continue leading the ranking. The brands’ scores have increased by 4.3 and 2.2 points, respectively. Traveloka (1.7) and MoMo (Travel) (1.6) are the top improvers. Pacific Airlines rounds up the Top 5 with an increase of 0.7.
The full report can be downloaded from the Decision Lab website.
Want to know where you stand with your competitors and how to improve your ranking? Get in touch now.
Commenting on Decision Lab Travel Brand Ranking 2023, Thue Quist Thomasen, CEO of Decision Lab, said:
“2022 marks the impressive recovery of Vietnam's tourism industry. The sector is expected to boom in 2023. As a result, the competition among travel brands has become fiercer.
Travel brands can use this as feedback and a benchmark to evaluate their performance and identify their strengths and weaknesses. They can also use the rankings as a motivation or an inspiration to improve their service, product, and promotion strategies and increase their brand consideration among consumers.”
Methodology
The Decision Lab Vietnam Travel Brand Rankings 2023 are calculated using data collected from YouGov's online panel in Vietnam daily from the flagship YouGov BrandIndex solution.
Brands were ranked based on their ‘consideration’ score. In this metric, people are asked, “When you are in the market next to purchase Travel And Leisure products, from which of the following would you consider buying?”.
The ranking shows the brands with the highest average consideration positives score between 24th May 2022 - 23rd May 2023, compared with the same period in the previous year. All brands must have a minimum sample size of 100 responses and have been tracked for at least six months to be included in the Rankings and for at least 18 months to appear in the Improvers tables. The scores are representative of the Vietnamese online adult population aged 18+.