Foreign OTAs dominate Vietnam’s lucrative online travel market

HANOI: Foreign businesses dominated the online travel agency channel in Vietnam, according to The Outbox Company’s Most Loved Ranking, which surveyed Vietnamese travellers’ preferences and awareness in the first quarter of 2023 (1Q23).

The top online travel agents (OTAs) in 1Q23 are international brands in the travel sector, such as Traveloka,, Agoda, Expedia and

There are no domestic OTAs platforms among the top choices of Vietnamese travellers.

Traveloka has experienced tremendous growth thanks to effective campaigns during Lunar New Year 2023, with more than 40% of travellers selecting it in 1Q23, which is 10% more than the second-ranked

One of the main reasons domestic customers prefer foreign OTAs is that they have a head start of about 20 years, with extensive experience in online transactions, global operations and established brand names with a solid reputation and strong financial backing.

For example, Indonesia-based Traveloka is a unicorn startup valued at US$1bil (RM4.5bil) or more. is based in Amsterdam, the Netherlands. Agoda is headquartered in Singapore, and Expedia owns and operates travel fare aggregators and metadata search engines based in the United States. is an international online travel agency based in China.

According to a report by Google and Temasek, Vietnam’s online travel market is a lucrative industry that may reach US$9bil (RM40bil) in scale by 2025.

However, this market is dominated by foreign OTAs, which account for 80% of the market share, leaving Vietnamese OTAs like Gotadi, VnTrip, Ivivu, and Chudu, and Vinabooking with only a small percentage of transactions.

Vietnam’s tourism consumption trends have undergone significant changes in the past decade due to the emergence of digital technology.

Online payment methods, such as credit and debit cards and e-wallets, have replaced cash and are now more commonly used.

Additionally, booking services for airline tickets, hotels and other travel arrangements through smartphone applications have significantly increased.

These developments have facilitated the growth of OTAs, both foreign and domestic.

Large hotels report that 40% to 60% of their total revenue comes from OTA channels, primarily foreign OTAs.

Since tax regulations in Vietnam do not yet bind foreign online exchanges, they have more financial resources to invest in marketing advertising and offering discounts to their partners, creating a significant competitive advantage.

The Private Economic Development Research Board acknowledges a tax inequality between domestic tourism and travel service businesses and foreign OTAs, as the latter do not have representative offices in Vietnam.

This disadvantages domestic OTAs when competing with foreign OTAs on pricing.

The founder of Gotadi Ngo Minh Duc believes that Vietnam’s tourism industry needs to build a community and product ecosystem and adopt smart policies to dominate the market.

Vietnamese tourism businesses must link and transform digitally to create an ecosystem of Vietnamese people with smart service providers, smart users, and smart destinations, no longer losing at the “home field”, Duc said. — Viet Nam News/ANN

Subscribe now to our Premium Plan for an ad-free and unlimited reading experience!

Next In Business News

Wall Street’s new fear gauge is trading in stable way
BNP Paribas exits bond deals for new ventures
UK housing market improves but slowdown seen
Ringgit will not hit 5.0 against US dollar, says BNM assistant governor
Sapura Energy secures 10 contracts worth RM1.4bil
Sentral REIT to acquire Menara CelcomDigi from MRCB
FTSE4Good Bursa Malaysia Index sees 8 new inclusions
SunCon disposes of machinery for RM43.38mil
Ringgit ends lower against US dollar on weak demand
King raises his stake in Citaglobal to 7.967%

Others Also Read