Decision Lab Travel Rankings 2024

Decision Lab Travel Rankings 2024 ranks Vietnam's most-considered travel and leisure brands, based on YouGov BrandIndex's Consideration Score from surveys of 11,069-11,279 Vietnamese online adults aged 18+ collected between 22 May 2023 and 21 May 2024. Consideration measures whether a brand enters the shortlist at the point of purchase - a direct signal of future demand. Brands can use the rankings to benchmark against rivals, spot where they're losing ground, and prioritise where to invest in service, product and marketing.

Key highlight points:

• Vietnam Airlines dominates the market. Its consideration score of 47.8 is nearly double second-placed Vietjet Air (24.1), holding the top spot unchanged from 2023.
• Airlines lead, platforms fill the rest. Three of the top four brands are domestic carriers - Vietnam Airlines, Vietjet Air (24.1) and Bamboo Airways (19.8) - while online travel agencies, meta search and super-apps make up ranks 3–10.
  
• Online travel agencies drive the momentum. Agoda, Traveloka, Booking.com and Klook take four of the five improver spots, signalling OTAs are closing the consideration gap on airlines.
• Agoda posts the largest gain. Up 1.9 points to 11.5, it recorded the biggest year-on-year consideration increase of any tracked brand.