Vietnamese travelers prioritize personalized, premium experiences over discounts: report

According to Marriott’s 2026 Loyalty Trends Report, 96 percent of Vietnamese respondents are enrolled in at least one loyalty program, the highest participation rate among the eight Asia-Pacific markets surveyed.

Membership programs offer access to exclusive experiences

Alongside travelers in India and Indonesia, Vietnamese consumers were classified as ‘experience seekers,’ a group that joins loyalty programs not only for financial rewards but also for access to exclusive experiences and status-enhancing benefits.

The survey, conducted in March 2026 with the participation of 1,731 travelers across eight Asia-Pacific markets, found that 59 percent of Vietnamese respondents participate in both hotel and non-hotel loyalty programs, while 36 percent belong exclusively to programs outside the hospitality sector.

Only one percent said they were members solely of hotel loyalty programs.

The report also showed that 63 percent of Vietnamese travelers earn loyalty points through spending on co-branded credit cards, while 42 percent redeem points for room upgrades or complimentary hotel stays.

Lan Nguyen, marketing director at Marriott Vietnam, said the challenge for brands is no longer attracting members to loyalty programs but keeping them engaged over the long term.

Consumers increasingly expect to earn and redeem rewards through everyday activities rather than being limited to travel-related transactions.

According to Lan, the industry is moving toward ‘hyper-local’ loyalty strategies tailored to the preferences and experiences of individual markets, helping brands strengthen engagement with members and build longer-lasting relationships.

Personalized rewards increase customer retention

When it comes to travel behavior, 69 percent of Vietnamese respondents travel primarily for leisure, while 15 percent travel for business and 16 percent combine both purposes.

Hotels remain the preferred accommodation choice, with 81 percent of travelers opting for hotels over resorts, villas, homestays or hostels.

Nature and sightseeing rank as the top travel motivation among Vietnamese travelers at 51 percent, followed by culinary experiences at 45 percent and immersion in local culture at 44 percent.

Travelers drawn to nature and scenic destinations are more likely to be women and Millennials (people born between 1981 and 1996), and tend to accumulate loyalty points through hotel dining and spa services.

Meanwhile, travelers motivated by food and cultural experiences generally report higher-than-average incomes, travel more frequently, and are more likely to redeem points for value-added benefits such as complimentary breakfasts, room service, and room upgrades.

The report said hotel operators seeking to retain customers in Vietnam may need to place greater emphasis on personalized rewards and exclusive experiences rather than relying primarily on traditional discount-based promotions.

“Vietnamese consumers are more likely to stay engaged with loyalty programs when they receive personalized benefits that match their interests. This is the most important factor driving ongoing participation,” said Vu Le, general manager of Renaissance Riverside Hotel Saigon.