It turns out that one trip to Thailand just isn’t enough for most of us. Agoda’s latest Return Visitor Ranking reveals that 75% of Vietnamese travelers return to their favorite destinations. The ranking, which was compiled from a survey conducted on the Agoda platform earlier this month, shows Thailand, Japan, and South Korea are leading the pack as the ultimate hotspots for returning visitors, followed by Singapore and China
Agoda surveyed travelers that just booked a new trip to their favorite destination. The largest group of respondents from Vietnam (47%) cited ‘Adventure’ as their main purpose for their upcoming trip. 39% is traveling for ‘Food’, while 26% of travelers declared Arts and Culture to be their main travel purpose.
64% of travelers have visited their favorite destination between 1-3 times in the past decade, making up the largest chunk of repeat visitors. 8% of travelers have even visited their favorite destination ten times or more.
| Frequency of Repeat Visits in the Past 10 Years (Based on the survey conducted by Agoda) |
| ● 1-3 times – 64% |
| ● 4-6 times – 18% |
| ● 7-9 times – 10% |
| ● 10 and over – 8% |
Vu Ngoc Lam, Country Director, Vietnam at Agoda shared, “Where some make it a habit to globetrot, others find pleasure in revisiting their favorite destinations. Agoda’s Return Visitor Ranking shows that for Vietnamese travelers, Thailand, Japan, and South Korea are more than just destinations, they are experiences that travelers crave to relive. Agoda is proud to facilitate these journeys, offering a diverse range of accommodations, flights, and activities to make any trip enjoyable, no matter if it’s the first or the tenth.”
When asked what makes their favorite destinations so irresistible, ‘Ease of Travel’ (50%), ‘Local cuisine’ (47%), and ‘Convenient Location’ (34%) are the top three reasons mentioned by Vietnamese travelers. Both ‘Safety and Cleanliness’ and ‘Previous Positive Experience’ also strongly influence their decision to revisit.
| Why Traveler Keeps Coming Back (Based on the survey conducted by Agoda) |
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Looking at the survey data from an Asia-wide perspective, Japan, Thailand, and Vietnam are the destinations that Asian travelers can’t get enough of. 44% of Asian travelers listed “Ease of Travel” as the main reason for going back to their favorite destination.
ABOUT THE DATA
The Return Visitor Ranking survey was conducted via the Agoda platform between August 1 and 19, 2024, with over 4,000 participants from 10 markets. These included Indonesia, India, Japan, Korea, Malaysia, the Philippines, Singapore, Taiwan, Thailand, and Vietnam.
ABOUT AGODA
Agoda, a digital travel platform, helps anyone see the world for less with its great value deals on a global network of 4.5M hotels and holiday properties worldwide, plus flights, activities, and more. Agoda.com and the Agoda mobile app are available in 39 languages and supported by 24/7 customer support.
Headquartered in Singapore, Agoda is part of Booking Holdings (Nasdaq: BKNG) and employs more than 6,900 staff in 25 markets, dedicated to leveraging best-in-class technology to make travel even easier.
