Travel Trends 2026: Embrace Personal Journeys

Xu hướng du lịch năm 2026: Hưởng ứng những hành trình mang đậm tính cá nhân - Ảnh 1. — Booking.com Country Manager Vietnam Branavan Aruljothi launches the 10th Travel Trend Forecast report

Over the years, the results from Booking.com's annual Travel Trends Forecast Report have predicted a number of shifts in travel trends, from Cool-cationers, where travelers seek cool destinations to escape the extreme heat, to Conscious Travelers, where travelers are more environmentally and socially aware when choosing their travel destinations.

By 2026, the report shows that travelers will increasingly want to express their own identity and unique habits. In particular, technology will play a key role in helping travelers experience "ultra-personalized" trips.

Based on analysis drawn from a survey of more than 29,000 travelers in 33 countries and territories including Vietnam, Booking.com has leveraged this research and its position as a leader in travel and technology to come up with 10 trends that are predicted to shape the travel industry in 2026. The results of this report show a key trend that will grow strongly in the coming year: personalized vacations, where travelers are free to experience and express their own individuality.

At the report launch, Booking.com Country Manager for Vietnam Branavan Aruljothi said: "By 2026, travel is no longer just a vacation but is increasingly becoming a way for travelers to express themselves, with travel and discovery itineraries built on personal interests that once seemed too private or too different. Travelers are gradually turning their trips into a personal experience to test the compatibility of relationships, to decorate their kitchens with gifts typical of each destination, to step into a magical romantic world that only exists in books, to redefine familiar experiences such as long-distance travel, or beauty tourism with advanced technology..."

“With this trend, our Booking.com travel platform is constantly innovating to meet these needs, while providing more choice, increased flexibility and convenience so people can comfortably pursue their dream trip,” said Mr. Branavan Aruljothi.

The 10 travel trends announced by Booking.com's annual Travel Trend Forecast Report show that Vietnamese travelers are also responding strongly to these trends: 94% of Vietnamese travelers are willing to visit a travel destination inspired by the "romance" genre (romance, fantasy), or Vietnamese travelers are ready to embrace the new era of convenience thanks to technology, 92% of Vietnamese travelers said they are willing to book a vacation combined with specialized beauty treatments, travel to find harmony between members or experience long-distance travel...

Xu hướng du lịch năm 2026: Hưởng ứng những hành trình mang đậm tính cá nhân - Ảnh 2. — Sri Lanka Tourism

Romantic Retreats

According to the report, 94% of Vietnamese tourists are willing to visit a tourist destination inspired by the "romance" genre. Not just a simple desire to visit, the need to explore the fantasy world of tourists goes beyond when 81% of Vietnamese surveyed said they are willing to participate in vacation tours with role-playing elements based on games, books, or fantasy movies that they love, and 33% said they will definitely include this interesting experience in their future travel plans.

This new trend of escapism is entering a new phase thanks to the development of technology, when up to 87% of Vietnamese tourists are open to suggestions from AI that match their aesthetic taste in the fantasy genre, recommending fairytale-like accommodations, or pointing out real-life filming locations. No longer limited to novels, fantasy worlds will become a development direction for the tourism industry, bringing exciting journeys where the main characters are the imagination and adventurous spirit of tourists.

Humanoid Homes: The Future of Vacation Homes

Vacation homes have long been prized for their space and privacy, but by 2026, they will evolve in a more modern direction: homes with advanced robot assistants.

Vietnamese travelers are ready for a new era of tech-enabled convenience, with 98% saying they would be willing to book a vacation home equipped with robots. Practical amenities are the top attraction for travelers, with 53% saying having a cleaning robot would influence their booking decision, 41% saying a robot chef would be the most exciting thing about a vacation home, and 35% wanting robots to help manage sustainability when traveling.

But the experience isn’t just about convenience. 39% of people are attracted to the novelty of a home equipped with a state-of-the-art robot, while 35% love the feeling of being able to brag about having stayed in a modern, sci-fi-inspired place. Robot-equipped homes promise to redefine the vacation rental experience, providing guests with comfortable and memorable stays.

Glow-cations: The trend of specialized skin care tourism using technology

The wellness travel trend will take a quantum leap in 2026, with 92% of Vietnamese travelers saying they would be willing to book a bespoke beauty holiday that offers a range of skin care treatments tailored to their individual needs. What was once a simple spa trip has now been upgraded to a high-tech beauty travel experience, with 86% of Vietnamese travelers saying they would consider using AI to identify travel destinations that suit their skin care needs.

The desire for personalization in the beauty tourism sector is stronger than ever: 90% of Vietnamese surveyed are willing to experience smart skin hydration services that are fine-tuned to climate conditions and activity levels; 81% are attracted to smart mirror technology, with the ability to analyze pores and skin moisture to provide instant skin care advice. And especially, up to 95% of Vietnamese tourists are interested in resort rooms that can optimize sleep with circadian rhythm lighting systems and relaxing sounds - also indispensable factors in the process of skin recovery and regeneration.

From ancient forms of thermal beauty treatments to cutting-edge DNA and microbiology testing, beauty retreats are heralding a new era of specialised skincare tourism, aiming to go beyond just recharging and leaving guests looking and feeling refreshed after every trip.

Turbulence Test

In 2026, vacations will become a “test” for relationships, with 85% of Vietnamese travelers saying they are willing to travel with someone they are getting to know, a colleague, or a new friend to see how they get along. Vietnamese travelers are embracing this travel trend in creative ways: 69% consider traveling to a remote location to see how their travel companion will handle uncomfortable and inconvenient situations; 80% are interested in role-reversed vacations, where the person who is usually in charge of planning will hand over that task to the other person, or give the leading role to an introvert; 68% are willing to experience trips that are limited by budget, language barriers, or connectivity. Meanwhile, 85% are willing to “step back” to see if their travel companion will proactively plan the trip.

These experiments demonstrate a shift in how people view travel not just as a way to relax, but also as a way to learn more about chemistry, adaptability, and teamwork. Gen Z is the most audacious generation to embrace this trend, with 88% saying they would be willing to choose customized itineraries that simulate real-life situations, testing and exposing the strength of relationships.

Preserve your travel experiences with souvenirs (Shelf-ie Souvenirs)

By 2026, kitchen cabinets are becoming “cultural exhibitions” as travelers bring home souvenirs that reflect their personal tastes, aesthetic sensibilities, and the stories behind each destination. Going beyond refrigerator magnets, 90% of Vietnamese travelers said they would consider purchasing beautifully designed and unique kitchenware or food storage items while traveling, from hand-painted spice jars to handmade olive oil bottles that are both edible and decorative. 84% even said they would consider traveling to a destination known for its food storage or kitchenware.

This trend is driven by both meaning and aesthetics, with 33% of Vietnamese travelers saying that souvenirs help them reminisce about their travel destination when cooking. Meanwhile, 52% of travelers appreciate the value of souvenirs in promoting local craftsmanship, sustainability, and traditional skills. For others, uniqueness and style also drive this travel trend, with 17% choosing a destination because of its rare souvenirs, limited edition cookware, or beautiful and memorable packaging.

Roadtrip Rewired

Road trips in 2026 will no longer be limited to family and friends, but will transform into trips that promote spontaneity, discovery and connection with new friends. Roads will become spaces for connection, as 92% of Vietnamese travelers said they are willing to carpool and 84% are willing to use apps to find people with the same long-distance travel itinerary as them. The appeal of this trend is clearly shown, as up to 93% of Vietnamese travelers said that long-distance travel attracts them because of its flexibility, spontaneity and the opportunity to meet new people; 87% appreciate sharing driving duties, making the travel journey more connected and familiar. For travelers who do not know how to drive, carpooling and using self-driving cars also help the journeys they travel become free adventures with a companion by their side.

Young people are leading this trend, with 82% of Vietnamese Gen Zers willing to use self-driving cars or AI to design their itinerary. Technology continues to expand the possibilities of discovery, with 81% of Vietnamese travelers saying they would use AI or generative AI to find beautiful, less-known routes that suit their travel preferences. Technology and social exploration are gradually redefining modern long-distance travel – a journey of experience, connection, and a completely personal touch.

Destined-ations

In 2026, vacations are becoming more spiritually connected, as if “approved” by the universe. 78% of Vietnamese travelers said they would consider changing or canceling their trip if a “spiritual advisor” said it was not the right time. Meanwhile, 73% of travelers would reconsider their travel plans if their horoscope or astrology gave them a negative warning, and 61% were willing to adjust their itinerary during Mercury retrograde.

65% of people say they consider certain spiritual factors when planning, from choosing a full moon or solstice to visiting places with high energy levels. This trend is more strongly supported by younger generations, with 71% of Gen Z and 62% of Millennials being particularly sensitive to spiritual journeys. This suggests that for many young people, the path to self-discovery is closely linked to cosmic signals from the stars.

Hushed Hobbies

According to the report, 45% of Vietnamese tourists said they would travel just to get closer to nature, and 37% wanted to choose "quiet" hobbies during their vacation. This shows a new trend where tourists are looking for relaxation methods that prioritize contemplation, focusing on activities that improve patience and reduce stress.

From insect watching and bird watching to fishing and wildlife foraging, travelers are increasingly interested in activities that allow them to connect more deeply with nature. According to the report, 85% of Vietnamese travelers said they would consider insect watching, 93% were interested in fishing or bird watching, and 91% were willing to choose a place to stay where they could participate in food harvesting in local wildlife areas.

Even in their quest for solitude, technology plays a vital role, from apps that instantly identify insects/animals, to AI tools that suggest trails, habitats, or seasonal migration routes. By slowing down and letting nature guide them, travelers are redefining the concept of “recharging,” where they find clarity not by doing more, but by enjoying minimalism and silence.

Travel to the past (PastPorts)

In 2026, nostalgia is no longer just a memory of the past but a journey that travelers can return to and experience again. Technology is helping to bring old memories back to life, with AI tools that can identify locations in photos and traceability platforms that turn memories into maps, helping travelers find the exact location where a past moment once took place.

The desire to relive these meaningful experiences is particularly strong in Vietnam: 89% of Vietnamese travelers said they would consider recreating an old memory or photo by using technology to locate the location, and plan to revisit it. For many, these are emotional experiences: 57% of travelers want to return to a place where they made memories with family or close friends, 46% are drawn to destinations that offer a sense of rejuvenation, connection or homecoming, and 41% see these trips as personal milestones related to growing up, reconnecting with the past, or seeking healing.

What makes this trend so refreshing is the role technology plays in preserving people’s timeless memories. Travelers are using modern technology to rediscover their roots, connect generations through storytelling, or recreate photos in a way that is both modern and timeless.

Modern Milestone Missions: Journeys that Honor YOU

By 2026, travelers will decide for themselves when and why they travel. Celebratory trips are no longer limited to traditional anniversaries like weddings, honeymoons, or the arrival of a baby. Today, these milestones are becoming more personal as social norms continue to change. 71% of Vietnamese travelers said they don’t need a specific reason to decide to travel, and 21% are willing to travel to a dream destination without waiting for a traditional milestone. The wave of personal milestone travel shows that travelers are confident in celebrating personal achievements in their own way and see travel as a form of self-expression. Up to 84% of Vietnamese travelers said they can book a vacation simply because they have worked hard and deserve to enjoy it. In addition, new reasons for traveling are increasingly popular: celebrating a new job or promotion (33%), marking the end of a relationship (17%), or simply showing off a new outfit (12%), or receiving an unexpected tax refund (7%).

Health and wellness achievements are also becoming a powerful motivator for travel, with 33% of travelers saying they travel to celebrate a particular health milestone, such as quitting alcohol or getting in shape. At the core of personal milestone travel is travel for anything that brings joy, honors self-worth and allows travelers to be themselves freely and fully.