Gen Z travelers are redefining the way they travel . Booking.com reveals insights into the preferences and habits of this generation that grew up with technology.
A new survey by accommodation booking platform Booking.com shows that Gen Z is leveraging technology to optimize their travel experiences, from using AI to plan their trips in advance, to finding amenities and technology services at their accommodations, to preserving memories after their trips.
Specifically:
- 51% of Vietnamese Generation Z travelers surveyed said they feel very comfortable relying on technology to create unforgettable travel experiences.
- 50% shared that they trust artificial intelligence (AI) to recommend less crowded and less known tourist destinations.
- 67% will use AI travel planning technology to schedule trips.
- 57% expressed interest in modern technology-enabled amenities and services, such as robot waiters or AI-enabled touchpoints at the property.
- 43% will look back at photos taken during their trip to reminisce and regain the feeling of relaxation and comfort they felt while on vacation.
Varun Grover, Country Manager of Booking.com in Vietnam, said that the preferences of Generation Z in Vietnam provide an interesting insight into the future of travel, where technology, values and relationships are closely linked.
"For this generation, travel is not just about discovering new lands but also a way for them to express their personal identity with the support of AI and digital tools that help optimize personalized experiences.
Whether this generation is looking for authentic experiences, balancing personal travel and family connections, or pursuing unique values, Gen Z is shaping a travel landscape that is more personalized and vibrant than ever before," said Mr. Varun Grover.
However, in addition to technology, close relationships also play an important role in how Gen Z in Vietnam chooses destinations and how they experience each journey.
The younger generation wants to travel to build personal relationships. Social media and online friendship circles play an important role in making travel decisions.
- 64% of Generation Z respondents in Vietnam said they tend to travel with family members, 58% with their parents, and 44% with their spouse.
- 71% are inspired to travel by information shared by friends or family on social media.
- 56% will consult friends and family for travel ideas and inspiration.
- Vietnamese Gen Z is not afraid to travel alone. This is shown by the number of 52% of respondents saying they have traveled alone in the past 6 months and 72% are planning to travel alone in the next 12 months.
In addition, Gen Z is still very interested in spending wisely. Young people often travel during the low season to save costs and choose unique, one-of-a-kind experiences for the trip.
- In 2024, 62% of Vietnamese Gen Z travelers surveyed shared that they tend to choose short domestic trips lasting from 1 to 4 nights. 52% agreed that the “value for money” factor is quite important when choosing a destination.
- Considering financial factors, 62% choose to travel during the low season to save costs.
- 63% "hunt" for discount codes from loyalty programs to optimize costs as much as possible.
- When considering their travel budget in 2024, 69% want to choose destinations with unique travel experiences such as skydiving or hot air ballooning.
The Travel Trends 2024 study was commissioned by Booking.com and conducted independently among a sample of adults who have taken an overnight leisure trip in the past 12 months, plan to travel in 2024, and are involved in planning their trip. The sample included 32,300 respondents from 32 markets and was conducted in January or February, of which Vietnam had 1,807 young people surveyed (combined with the July 2023 survey).
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