Mytour FY2019

Customer Behaviour

Mytour Vietnam Company Limited

Prepared by Mytour Marketing Department

Private and Confidential

 01. Customer Segments

ALLRIGHTSRESERVEDMytourVietNamCompanyLimited,2014
What this part covers?
• Customers demographic & segmentation
• New customers acquisition
• Voucher and Non-Voucher User Behaviour
• Device preference
• Top performing area
• Seasonality
• Booking window
• Stay behavior of customers (weekend vs weekdays)
• Customers booking value, length of stay, and number of rooms

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Customers Demographic

ALLRIGHTSRESERVEDMytourVietNamCompanyLimited,2014 Source: Customer Survey 4

Customers Segmentation
Number
of rooms

1-3 rooms >= 4 rooms

Group Booking
Budget
3%

500k < Price/RN <

Price/RN <= 500k
1600k
Price/RN >= 1600k 9%

Low Mid Lux

23% 53% 21% Share of Bookings

7% 44% 40%
Share of GBV

ALLRIGHTSRESERVEDMytourVietNamCompanyLimited,2014 Source: Internal Data 5

Customers Acquisition

• Mytour is constantly growing it’s customer base with a healthy new

customer rate across months with an average of 26%.

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Voucher and Non-Voucher User Behaviour

• Mytour promotion schemes encourage customers for early bookings and higher spending with
more 3 – 5 stars hotel bookings.

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Device Preferences

• Majority of the customers still perform bookings on PC, followed by App.

• Customers are more comfortable to perform bookings in larger screen.

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Top area in 2019 by RNs, for each month (1/2)
JAN 2019 FEB 2019 MAR 2019 APR 2019 MAY 2019 JUN 2019

(22%) (18%) (19%) (16%) (17%) (15%)

2
(12%) (15%) (12%) (12%) (13%) (14%)

(11%) (14%) (11%) (10%) (11%) (13%)

% at the bottom represents RNs weightage of the location against overall RNs of the month.

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Top area in 2019 by RNs, for each month (2/2)
JUL 2019 AUG 2019 SEP 2019 OCT 2019 NOV 2019 DEC 2019

(15%) (14%) (16%) (15%) (17%) (17%)

2
(14%) (12%) (13%) (15%) (12%) (13%)

(13%) (11%) (10%) (12%) (11%) (12%)

% at the bottom represents RNs weightage of the location against overall RNs of the month.

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Seasonality across the year based on bookings
Success Booking Distribution 2019
14%
13%
12%
12%

10%
9% 9%
8% 8%
8% 7% 7% 8%
7%
6%
6% 5%

4%

2%

0%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

• Hotel bookings are saturated on month of Jun and Jul, where schools are having
summer break.

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 Seasonality in each area based on bookings

• Booking for Thanh Hoa is concentrated during summer, especially on Jun and Jul. While, booking for Lao Cai is
concentrated during winter.
• Beach areas tend to have higher booking during summer & TET (e.g Binh Dinh, Da Nang, Khanh Hoa, Vung Tau, Kien Giang,
Quang Ninh, Quang Nam, Hue), while big cities and highland destinations tend to have higher booking during winter (e.g
Can Tho, Hanoi, HCMC, Lam Dong)
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Time from booking to check-in per area

• Customers tend to book last minutes in big cities like Hanoi, HCM, and Can Tho. Potentially due to more hotel's availability.
• For distant areas (assuming most customers are from around HN & HCM) like Kien Giang and Binh Dinh, customers tend to
book in advance, as early as 1 month ahead.

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 Day of booking x Day of check-in (1/2)

All regions Lam Dong

Da Nang Vung Tau

Only for the booking that happen within 6 days from the check-in day (i.e if booking day and check-in day both fall on Monday, it means same day and excluding
D-7, D-14, D-21, etc. booking case)
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 Day of booking x Day of check-in (2/2)

Ho Chi Minh Khanh Hoa

Ha Noi Binh Thuan

Only for the booking that happen within 6 days from the check-in day (i.e if booking day and check-in day both fall on Monday, it means same day and excluding
D-7, D-14, D-21, etc. booking case)
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Day of check-in for each area

• Check-in in some areas (e.g Vung Tau, Binh Thuan, Vinh Phuc and etc.) are really concentrated on Saturday. This seems to
be weekend getaway taken by the customers. This is aligned with the fact that these area tend to have short stay period.
• While, for some areas like Kien Giang, Binh Dinh, and Da Nang, it seems that customers tend to allocate their time for the
trip more and hence the bookings are quite distributed across the days within the week.

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 Average length of stay (number of nights) per area

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 Average group size (number of room) per area

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