The tourism market is recording a clear change in the consumption behavior of tourists, as the element of experience is increasingly placed first, instead of just focusing on low costs.
Having prioritized economical trips, Ms. Thuy Linh (Hanoi) said that currently the criteria for choosing tours have changed significantly, willing to pay more money to have a more complete experience.
“Previously, I often chose cheap tours to go to many places, but now I am willing to spend more to choose suitable routes that can be combined with resorts. The important thing is that the trip brings a comfortable and memorable feeling,” Ms. Linh shared.
Similarly, Mr. Vu Anh (Hanoi) also believes that current trips are not just about "going to know" but need to have depth of experience.
I still consider the cost, but no longer put the cheap price factor first. Instead, I choose tours that combine with local cultural experiences, helping to better understand the destination and the people there," said Mr. Vu Anh.
According to travel experts, this trend is becoming increasingly popular, especially during peak seasons such as April 30 - May 1.
Ms. Le Thuy Nhung - Deputy Director of the Northern Retail Center (Vietravel) - said that in the current context, costs and experiences are no longer two separate factors but are considered by tourists in a balanced and overall optimal direction. This is clearly shown in the tour selection behavior.
“Cost is still the foundational factor, but it is no longer absolutely decisive. Tourists often pre-determine the budget, then look for suitable products in that spending range, instead of simply choosing the lowest price. Programs with transparent prices, less incurred costs and clear cost structures will create an advantage,” Ms. Nhung said.
In addition, experience is gradually becoming a decisive factor. "Tourists are willing to pay higher if the journey brings clear values such as a reasonable itinerary, more experience time, quality accommodation services or unique activities at the destination," Ms. Nhung said.
Reality shows that the current trend is to choose products based on "value received" instead of just comparing selling prices. Tourism businesses are also adjusting products in the direction of increasing the depth of experience, focusing on cultural, local and sustainability factors.
At the company, many journeys have been integrated with the ESG (responsible tourism) and LEI - Living Experience Index criteria in the design and operation process. This not only helps improve the quality of practical experience but also ensures sustainability factors such as reducing environmental impact, respecting local culture and creating value for the local community," Ms. Nhung shared.
