The tourism industry is constantly evolving and expanding, from service amenities to a variety of travel types that cater to the needs of travelers. According to statistics from Buzzmetrics, at the beginning of 2024, a new wave of travel, known as "healing travel," emerged and gained significant attention among the youth. Instead of merely sightseeing and entertainment, healing travel offers visitors a peaceful space, an opportunity to connect with nature, and a chance to rejuvenate body, mind, and spirit after the pressures of modern life.
The tourism industry is continuously growing and expanding from service amenities to a variety of tourism types that cater to the needs of travelers. According to the Tourism Information Center (Vietnam National Administration of Tourism), in the five-day holiday period from April 30 to May 1, the number of tourists increased by 14.2% compared to the same period in 2023. This demonstrates the attraction and potential of the tourism industry in the coming time.
Additionally, according to statistics from Buzzmetrics, at the beginning of 2024, a new trend in tourism, "healing tourism," has emerged and attracted a lot of interest from young people. Instead of merely sightseeing and entertainment, healing tourism offers visitors a peaceful space, an opportunity to connect with nature, and a chance to rejuvenate body, mind, and spirit after the pressures of modern life.
This report by Buzzmetrics will focus on analyzing this trend and the opportunities for brands, providing readers with a deeper understanding of the exciting aspects behind it, through data research from social networks.
There was a time when traveling often revolved around taking pictures and living virtually. However, the first four months of 2024 have painted a different picture of tourism: Healing ranked second among the travel goals of users. The pressures of work and conflicts in social relationships have led users, especially those under 35, to seek a quiet, less tumultuous place as a way to "review and heal the soul." Exploring new lands is also a way of rediscovering oneself.
Users, primarily the younger ones, also travel to have more profound experiences. They want to expand their knowledge about new regions and are not afraid to engage in activities they have never done before.
While somewhat similar, travel for rest and relaxation usually involves trips where users do not place a heavy emphasis on adventurous exploration. These are often family trips with companions of varying ages.
However, discussions about healing tourism only really emerged around week 11 of 2024 (around mid-March) and peaked in week 15 (around early April). During this period, young people continually shared their experiences with budget healing trips, such as "With a salary of 15 million VND, how to go on a healing trip in 3 months?" or "Earning 5 million VND but still aspiring to go on a healing trip." It seems that even with limited funds, the youth are very keen on healing through travel. This was also the time when the keyword "healing" became popular on social media, attracting attention from the media.
Meanwhile, travel for rest and relaxation peaked during the first five weeks of 2024 (also during the Tet holiday period). However, recently, healing and new experiences have become the main goals for users when traveling.
Based on social media statistics, we can see that the purpose of travel among users is not fixed but changes with the seasons (the period around Tet is different from summer, and summer is different from autumn, etc.). This is an ideal time for healing trips, and healing tourism may continue through the end of the summer.
Typically, when it comes to experiential travel or travel for relaxation, users rarely want to go alone. If seeking experiences, users will choose to go with friends, as friends usually share common interests and are ready to explore new things in new places. If looking to relax, users will opt to go with family, spending time enjoying the company of loved ones after busy days at work.
However, for healing trips, users tend to prefer going alone. Being alone gives them enough space and time to reflect, organize their emotions, and deal with personal issues. It could also be said: If you want to heal, go alone. If you want to experience, go together.
Healing travel destinations that attract interest are usually peaceful places, close to nature, and offer activities that help reduce stress and enhance mental well-being. Below are a few locations for this type of tourism that were most discussed on social media in early 2024.
Ha Long, and especially Co To Island, are particularly favored by users for healing trips. Although Co To does not have many entertainment spots, its pristine nature and clear sea waters are very suitable for "healing." Additionally, Co To is entering its most beautiful season (May), making it an ideal destination in the healing travel plans.
Phu Yen is another ideal destination for healing. Besides its quiet beaches and clear skies, Phu Yen is also sought after for its delicious and affordable food. Discussions about Phu Yen were most vibrant in the late March to early April period, with a series of posts sharing about budget-friendly Phu Yen travel and activities such as watching the sunrise, sunset, and sea views.
In addition to Ha Long and Phu Yen, coastal areas like Phan Thiet, Quy Nhon, Nha Trang, and Phu Quy are also actively discussed by users when it comes to healing. A common feature of these areas is their tranquil settings, which help users to rejuvenate mentally.
(1) It can be seen that healing tourism is an emerging travel trend that is attracting the attention of the online community. This trend is likely to continue at least until the end of the summer.
(2) Each travel goal has different key moments and different companions. Connecting the right goal, the right moment, and the right companions will help optimize the effectiveness of communications for the brand.
(3) Healing travel destinations under discussion may change over time, but a common feature must be a coastal area that is not too bustling, allowing visitors to truly heal.
The global economy has just experienced a tumultuous 2023, leading to gold - the safest haven - continuously hitting new highs. On social media in Vietnam, public reactions to the topic also correlate with the price fluctuations.
The global economy has just experienced a tumultuous 2023 marked by soaring inflation, escalating political tensions, and anticipation regarding fiscal policies in major countries, leading to gold - the safest haven asset with the best performance - continuously reaching record highs. On social media in Vietnam, public reactions to the topic also show a certain correlation with price fluctuations. Let's delve into analysis and insights with Buzzmetrics in the following article.
Since early February, Buzzmetrics' observations indicate that discussions on social media regarding gold prices only began to pick up after the Lunar New Year period, coinciding with a time when the short-term trend of gold prices was still uncertain. However, after February 15th, as the upward momentum of gold prices continued and consistently broke records, the volume of discussions also simultaneously trended upwards. However, the discussions truly surged due to specific catalysts, notably:
(1) The emergence of a special occasion: By February 16th, the volume of discussions surpassed the usual levels due to the unusual fluctuations in gold prices and peaked officially on the Day of the God of Wealth (February 19th). This day is considered by Vietnamese people as a time to rush to buy gold to seek good luck for the year. Hence, discussions about gold prices surged due to buying and selling activities. In a humorous sense, discussions about gold prices were even influenced by spiritual factors. However, afterwards, the daily discussions about gold prices returned to pre-Day of the God of Wealth levels until the end of February.
(2) Gold price reaching a notable milestone: On March 2nd, when the price of gold reached the milestone of 80 million VND per tael, users began to reignite their interest in gold prices. Prior to this, gold prices experienced a decline on the Day of the God of Wealth before rebounding for over a week consecutively.
(3) Significant fluctuations between two consecutive days: Despite gold prices continuing to rise throughout the first half of March, social media discussions only surged once again on March 13th - the moment domestic gold prices dropped by 2 million VND after surpassing the 82 million VND per tael mark.
As of March 21st, discussions about gold prices are showing signs of an upcoming increase, following a proposal to abolish the gold bar monopoly - a proposal that caused a plummet in gold bar prices.
In summary, over the past two months, the topic of gold prices has heated up sequentially due to the following news events: (1) The Day of the God of Wealth - (2) Gold reaching a notable milestone (80 million VND per tael) - (3) Significant fluctuations in gold prices between two consecutive days (2 million VND). However, each time reaching a peak, discussions about gold prices quickly cool down the next day, despite the media continuously updating developments regarding gold prices.
Gold prices are a topic primarily discussed by users (including regular users, investors, and analysts), while the media represents the second largest discussion force with almost continuous posting frequency, closely following the daily fluctuations in gold prices. Alongside the sharp rise in gold prices, while many users express joy over profitable investments, numerous individuals who do not yet own gold or are considering acquiring more pose a significant question: Should they buy gold at present? This is also the dominant discussion topic, accounting for 47% of the total discussions related to gold prices during this period.
(1) To buy or sell gold: The largest analytical topic, involving participation from several financial experts. These experts not only analyze whether one should buy or sell gold but also provide education about gold and investment. According to Buzzmetrics' evaluation, the general consensus among these experts is that it is not advisable to invest in gold at this time. Further details will be explored in the following section.
(2) Explaining the current situation: Providing insights into why gold prices globally have experienced such significant fluctuations and why there is such a large disparity between the price of gold in Vietnam and the global price. By March, the price of gold in Vietnam and globally had diverged by 20 million VND.
(3) Government impact: With gold prices skyrocketing, public opinion is raising questions about the role of the government in regulation. The decision of the State Bank to abandon the monopoly on gold bar prices has sparked even livelier discussions. Public discourse is focused on analyzing the correlation between government policies and the gold price situation.
(4) Predictions of gold price movement: A topic involving participation from both analytical experts and regular users. Both experts and ordinary users predict that gold prices will continue to rise if considering the long term. Even when gold prices decrease on a given day, users still believe they will rise again in the future. Predictions of gold price decreases usually take into account short-term future scenarios or considerations of government policies.
When considering specific growth levels, international experts believe that gold could reach 110 million VND within the next 12-18 months. There are several reasons cited by experts, including inflation, the US dollar, geopolitical factors, and economic conditions. Domestic experts also share the view that gold prices will increase, but not to the extent of 110 million VND. In the upcoming period, gold could potentially reach 85 million VND. The reason given by experts is that gold in Vietnam is not heavily influenced by microeconomic conditions but rather by government policies, especially the topic of gold bar monopoly that has been mentioned. Experts also do not rule out the possibility of gold prices sharply decreasing if Decree 24 is adjusted. Gold dropping to 60 or 70 million VND per tael is a possibility.
In general, Buzzmetrics' survey of gold prices on social media indicates:
(1) Alongside the fluctuation of gold prices, the volume of discussions on social media also experiences corresponding fluctuations.
(2) Faced with the continuous record-breaking performance of gold, users often pose questions about whether to buy or sell gold, predicting the movement of gold prices. This indicates users' interest in the topic of gold prices.
(3) Both users and expert analysts share the common belief that gold will increase in value in the long term. However, experts also add that government adjustments will help significantly decrease gold prices and narrow the gap compared to global gold prices. In the upcoming period, Decree 24 and other government adjustments will be the focal point of discussions on gold prices on social media.
As social networks evolve, social listening has also developed accordingly to catch up with the need to understand users of marketers. How has social listening been applied to social media marketing over the years? Is Social Listening a Measurement Tool Anymore?
Along with the development of social networks, Social Listening is also growing in application capabilities. If in the past, Social Listening was only about collecting social media data, today data collection is only a part of Social Listening. Measuring buzz volume or sentiment is no longer the only function of Social Listening. In the context of this article, let's look at old questions through a new lens: What is social listening and what role does it play in social media marketing?
Social Listening is a form of market research whose object of analysis is the discussion of users on social networks. Typically, to solve a Social Listening problem, the researcher will go through the following steps:
In general, the analysis process of Social Listening is similar to traditional research. The difference is that traditional research can deepen the problem through interview and survey methods but is time-consuming and costly if done on a large scale. Meanwhile, Social Listening data, which is social media discussion, is “readily available,” shortening research time and reducing the lag between research results and industry reality. In addition, the user's discussion is not affected by the subjective opinion of the researcher, so it is possible to ensure the objectivity of the data.
Initially, social listening was seen by many marketers as a pure measurement tool, providing some basic indicators about the campaign or brand with competitors (number of discussions, number of people discussed, sentiment indicators, etc.). However, over time, the social network has expanded in size, users have become familiar with the Digital Transformation and therefore shared more than before. Trends coming from social media have become more and more common. Social Listening has also changed to meet the diverse research needs of marketers.
Brand Health Analysis: As one of the original applications of Social Listening, it helps brands track activity on social networks and compare with competitors in the same industry. Thereby, help the brand get an objective perspective on its current position in its related industry.
Campaign Analysis: Social Listening was once seen as a “post-campaign tool,” which only came to measure when a campaign was over. Today, more and more brands are using Social Listening for the pre-campaign phase, helping brands connect with users in real time. In fact, some campaigns have used Social Listening at the same time as the campaign to build content.
Special Occasion Analysis: The special occasion on the social media will be very different from the special occasion in reality. Let's take a simple example: If April Fool's Day is a day of lies, for social media users, it's a day for all people to confess their love. Social Listening will analyze and help marketers discover unique points about social media users on special occasions. With data collected in real time, Social Listening proves to be extremely useful when brands need to keep track of special occasions such as the New Year, or special occasions that do not have a specific start and end time (hot season, rainy season, milk tea time, sleepy time, etc.)
Crisis Management: The media crisis has always been a major concern for brands and is becoming increasingly complex. BuzzMetrics' consolidated report shows that the risk of a second outbreak during a crisis is increasing, as well as the duration of the crisis is getting longer. Users instead of sharing on personal pages have turned to community pages with the desire for their voices to spread more strongly. In this context, Social Listening helps to warn the brand about the risk of crisis and gives suggestions on how to handle it.
User Analysis: Social Listening helps marketers understand users from a variety of perspectives, be it their behavior and attitudes within a single industry (UnA Research), or analyzing customers by large user groups (Gen-Z, Millennials,...). With the increasing data coverage of Social Listening, every user attribute such as personality, lifestyle, style, interests can be thoroughly analyzed. From there, Social Listening indicates the characteristics of users belonging to an industry, or differences between groups of users from one another.
Trend Analysis: On average every month, the social network has more than 200 hot topics. Even so, not every hot topic can be leveraged to build a brand image. Social Listening helps marketers identify hot topics that are relevant to the brand on social networks, social slang that are popular so that brands can include in articles and become closer to users. With the development of A.I., brands can now track the development of hot topics of each major concern in real time.
There are many social listening platforms for marketers to choose SocialHeat is an example.
The platforms may vary in terms of data coverage and data processing/retrieval features, but will generally provide the following basic metrics for marketers:
Buzz Volume: Discussion volume, the most basic indicator in Social Listening reports, indicates how many discussions (posts, comments, or shares) have been made on a topic.
Share of Voice: The brand's discussion rate compared to competitors from the same industry. This is an indicator that helps determine which brands are of most interest on social networks
Audience Scale: The number of participants discussing a topic. Together with Buzz Volume, showcases a topic's ability to spread on social media.
Sentiment Score: Expresses the user's feelings towards a topic, whose value is in the range of [-1,1]. Moving closer to 1 indicates how positive the user is and vice versa
To learn more about metrics, marketers can refer to here
