“No-excuse” travel to rise in 2026

Booking.com's 10th annual travel trend forecast reveals this dramatic shift. After a decade of observation and analysis, this year's report reflects a generation of travelers seeking to break free from old habits.

Nowadays, travelers no longer want to stick to rigid itineraries, "must-visit" destinations, or conventional travel styles. Instead, travel has become a space for them to celebrate themselves and freely pursue their sometimes very personal passions.

In Vietnam, this trend is becoming increasingly evident. According to Booking.com, "no-reason" travel is on the rise, with 71% of Vietnamese travelers stating they don't need a specific reason to decide on a trip, and 21% willing to travel to a dream destination without waiting for a traditional milestone (wedding, birthday, etc.).

More and more people are seeing improvements in their health and well-being as reasons to travel: 33% of travelers choose to travel as a reward after achieving significant personal milestones such as successfully quitting alcohol or changing their physique. Additionally, 84% of Vietnamese travelers might book a vacation simply because they've worked hard and deserve to enjoy themselves. These new motivations are making the concept of "travel to celebrate" more widespread than ever.

Alongside this, technology is quietly playing a leading role. As artificial intelligence becomes more familiar, travelers allow AI to suggest itineraries that suit their personal habits, recommend eating styles based on their circadian rhythms, and even predict how their skin will react to the destination's climate.

At the launch event in Ho Chi Minh City on December 9th, Branavan Aruljothi, Country Director for Vietnam at Booking.com, stated: "We found that up to 86% of travelers will use AI or apps to understand how their skin will react to the weather at their destination."

This helps travelers avoid feeling confused and dependent on generic tour guides or travel blogs as before; instead, each person gradually finds their own path.

Therefore, the travel experience has also changed. A delicious meal is not just about enjoying local specialties, but also an opportunity to learn how to cook new dishes, and then bring the characteristic ingredients of the destination home to continue exploring the flavors. A trip is not just about sightseeing, but also becomes a chance to test whether a relationship is truly compatible, or to step into a world that once only existed in the pages of a book. Travel is no longer about "going to see," but about "going to live."

These changes aren't unique to Vietnam. According to a survey of nearly 30,000 people globally by Booking.com, travelers worldwide are becoming more alike in their thinking. Previously predicted trends, such as seeking cooler climates to escape the heat or environmentally conscious travel, continue to develop and form the basis of new travel behaviors.

It could be said that the trips of 2026 are no longer just journeys to "mark" an event, but opportunities to rediscover oneself and listen to one's inner self. These journeys open up opportunities for each person to step outside the confines of their daily routine, reflect on achievements, heal emotions, or simply dedicate a quiet space for themselves.

A survey on travel trends conducted by Booking.com with nearly 30,000 people from 33 countries and territories (including 505 Vietnamese) has provided some insight into travel patterns and preferences of tourists in 2026.

Source: https://baovanhoa.vn/du-lich/du-lich-khong-can-ly-do-troi-day-trong-nam-2026-187085.html