99% of Vietnamese tourists use AI: From researching destinations to on-the-spot translation

Booking’s Global AI Sentiment Report, based on a survey of more than 37,000 consumers in 33 markets, including Vietnam, shows a multi-dimensional picture of users’ views on AI. Accordingly, 99% of Vietnamese users are excited about AI, 86% are familiar with this technology, and 99% want to apply AI in future travel plans.

While many people embrace the potential of AI, many individuals are still cautious in approaching this technology, showing that the implementation of AI needs to be done responsibly, balancing benefits and consumer trust. New perspectives and viewpoints will contribute to shaping the future of AI in the tourism sector as well as many other sectors in Vietnam.

How are travelers embracing AI?

The latest research from one of the largest online travel platforms categorizes consumers into different groups based on how they embrace AI: Nearly half (47%) of Vietnamese travelers are AI Enthusiasts , who are curious and interested in what AI can do, while 28% are AI Advocates, who believe in the benefits of AI and support the responsible application of this technology.

This optimism stems from the belief that AI will make life easier (83%), save time and effort (61%), expand learning opportunities (55%), and improve work productivity (53%).

However, this enthusiasm is also accompanied by considerable reservations and caution. Although 99% of Vietnamese tourists surveyed said they were interested in AI, 91% expressed at least one concern about the long-term consequences of this technology.

Vietnamese tourists have an optimistic attitude stemming from the belief that AI will make life easier. (Illustration photo: CTV/Vietnam+)

Nearly 4% of survey respondents identified themselves as AI Cautious, who are wary of developing or using AI. 2% identified themselves as AI Skeptics, and 6% defined themselves as AI Detractors , indicating that a significant portion of respondents are not ready to embrace the use of AI.

“Generative AI is one of the most important technological shifts of our time, reshaping the way consumers interact with the world around them,” said James Waters, Chief Business Officer at Booking.com. “As the technology matures, it will not only change the way companies anticipate and meet the evolving needs of their customers, but will also raise expectations for every experience.”

“However, as we move into the next phase of our evolution, our responsibility goes beyond technology. Building trust, ensuring transparency and prioritizing safety will be key to helping travelers and the entire travel industry move into the future,” James Waters emphasized.

Can AI Make Travel Experiences Better?

Survey results show that AI is becoming an indispensable part of Vietnamese tourists' daily lives, with 99% using AI-integrated search engines, 92% using AI-based content recommendations on online platforms, and 95% interacting with generative AI tools.

However, the lack of human element makes many users skeptical, with 27% saying that AI lacks personalization. Even when trusting this technology, most users still tend to double-check the information provided by AI: 41% said they always double-check the information and 38% sometimes. Only 11% of Vietnamese users said they completely trust AI.

AI helps bring more interesting travel experiences? (Illustration photo: CTV/Vietnam+)

This hesitation creates a clear boundary, as the majority of Vietnamese are not ready to hand over all decision-making power to AI. Only 22% are comfortable with AI making decisions on its own, while 21% are still hesitant, and 1% said they are very uncomfortable with this, and refuse to trust AI when decisions lack human approval.

The greatest potential of AI today lies in positioning this technology as a support tool, helping to enhance judgment and assessment rather than completely replacing human appraisal.

It is evident that AI is quickly becoming a core part of the travel experience, with 58% of Vietnamese travelers expecting automation of their trip planning process to become more common in the near future. Travelers in Vietnam are increasingly trusting AI-enabled tools and are ready to embrace this technology for a better travel experience.

Accordingly, the majority (88%) of travelers have used AI at some stage of their trip, and nearly all (99%) have used AI to plan or book services, or even while traveling.

Vietnamese tourists use AI even while traveling. (Illustration photo: CTV/Vietnam+)

When planning a trip, Vietnamese travelers often use AI to find information about the destination and the best time to visit it (48%), explore local experiences or cultural and traditional activities (42%), and find restaurant recommendations (41%).

AI assistants are emerging as a trusted source of information for planning (45%) and are perceived as more trustworthy than information shared by colleagues (25%) or influencers (21%).

When traveling, Vietnamese tourists often use AI tools for translation (56%), suggestions for activities at the destination (51%), finding directions and transportation in unfamiliar places (51%) and finding restaurant recommendations (44%). When returning home from a trip, 46% of users use AI for photo editing needs.

In addition to making travel easier and more efficient, AI is also expected to contribute to creating a positive impact on society – this is also a benefit of AI that has been recognized by 80% of Vietnamese travelers. The majority of users (79%) appreciate AI suggestions that help them avoid overcrowded destinations or rush hours. Vietnamese travelers are also increasingly concerned about the impact of their trips on the local community, with 76% wanting AI to prioritize introducing experiences that have a positive impact on the local areas they visit./.