VI
EN
2026 is not only a milestone in travel history, but also an era of self-affirmation for each individual on their journey of exploring the world. In its 10th edition, Booking.com's annual Travel Trends Report reveals a new trend: travelers will no longer accept standardized itineraries, but will enthusiastically embrace personalized travel experiences, reflecting their passions and unique "niche" habits. Travel in 2026 is the stage for each person to freely express their individuality.
For many years, Booking.com's report has successfully predicted numerous global travel trends, from the search for cool-cationers to escape the heat, to the rise of conscious travelers who prioritize environmental and social factors.
However, forecasts for 2026 reveal a more dramatic shift: travelers are increasingly seeking to transcend the boundaries of conventional experiences to express their deepest individuality. From trips designed to test compatibility with travel companions and journeys seeking spiritual connection, to luxurious stays in state-of-the-art, technology-integrated homes – each trip is a statement of personality. Notably, AI in travel will play a key role, making these "hyper-personalized" trips a reality and delivering unique, unprecedented travel experiences.
Based on an in-depth survey of over 29,000 travelers from 33 countries and territories, including Vietnam, Booking.com has compiled and presented 10 trends expected to shape the tourism industry in the coming year.
Branavan Aruljothi, Country Director for Vietnam at Booking.com, shared: "In 2026, travel is no longer simply a vacation. It's a means for travelers to express themselves, with journeys built upon seemingly private personal interests. Independent travel is being redefined, as travelers turn trips into tests of friendship, decorate their kitchens with unique souvenirs, or reinvent themselves with high-tech beauty treatments. At Booking.com, we are constantly innovating to meet and inspire these dream trips, with maximum flexibility and convenience."
Romantic Retreats: Escape reality and step into a fairytale world.
One of the most prominent trends is Romantasy Retreats. The explosion of the "romantasy" genre is prompting Vietnamese tourists (94%) to not only seek fantasy in books but also want to "step out" into the world of fantasy. Magical castles and mystical forests are becoming attractive tourist destinations.
For centuries, books have been a constant companion in the suitcases of travel enthusiasts.
In 2026, the explosion of the "romantasy" genre (romance combined with fantasy, also known as magical romance) further fueled this interest.
Notably, 81% of Vietnamese people are willing to participate in immersive travel experiences based on their favorite games and books. Technology continues to elevate this experience, with 87% of travelers openly embracing suggestions from AI travel about fairytale-themed accommodations or real-life filming locations. This presents a golden opportunity for service providers to capitalize on this niche travel model.
Advanced robotic homes (Humanoid Homes): The future of vacation homes.
Alongside the fantastical elements is a completely different trend: Humanoid Homes – the future of vacation rentals. The privacy of vacation rentals is enhanced by the convenience provided by advanced robotic assistants.
By 2026, vacation homes will evolve in a far more modern direction: they will be homes equipped with advanced robotic assistants.
Vietnamese travelers (98%) are ready for this era, with 53% attracted to cleaning robots and 41% excited about robotic chefs. Beyond convenience, smart home technology offers novelty (39%) and a sense of experiencing a science fiction-like space. The combination of home-like comfort and groundbreaking convenience is changing how we view vacation rentals.
Now, travelers can stay in vacation homes equipped with cleaning robots, cooking and dishwashing robots, and a range of intelligent, automated systems.
Glow-cations: A trend in specialized skincare tourism using advanced technology.
Beyond conventional relaxation, the Glow-cations trend is taking wellness tourism to a new level. With 92% of Vietnamese travelers willing to book holidays that offer specialized skincare treatments, traditional spa trips have been upgraded into high-tech beauty tourism.
Travelers are seeking smart water dispensers (90%) and smart mirror technology (81%) for instant skin analysis and consultation. Notably, 95% are interested in wellness accommodations optimized for sleep with circadian rhythm lighting and relaxing sounds. This demonstrates that wellness tourism is shifting towards an era of personalized therapies based on cutting-edge technology and science.
The health and wellness tourism trend is expected to take a giant leap forward in 2026.
Turbulence Test: A test of friendship, love, and teamwork.
Travel is not just about exploring places; it's also a test of relationships, with the Turbulence Test trend emerging. 85% of Vietnamese travelers are willing to travel with someone they're dating, a colleague, or a new friend to see how compatible they are. Creative "tests" are gaining popularity: traveling to remote areas (69%), role-reversal vacations (80%), or trips with budget constraints/language barriers (68%). Notably, Generation Z (Gen Z) is leading this trend, with 88% willing to choose customized itineraries to simulate real-life situations, aiming to expose and test their level of connection. Travel, in this sense, becomes a tool for understanding and strengthening relationships.
Vacations can become a "test" of compatibility in relationships.
Preserving travel experiences with souvenirs (Shelf-ie Souvenirs): When the kitchen shelf becomes a cultural exhibition.
The culture of tourism is also reflected in Shelf-ie Souvenirs, where kitchen shelves become a "cultural exhibition." Instead of refrigerator magnets, 90% of Vietnamese tourists consider buying beautiful and unique kitchenware or food containers, from hand-painted spice jars to handcrafted olive oil bottles, both for use and decoration. With 84% willing to travel to a place famous for its food containers, this trend is driven by meaning (reliving cooking memories - 33%) and aesthetics (promoting local crafts, emphasizing sustainability - 52%). This is a subtle way to preserve memories, where food and travel intersect.
This trend is driven by both its meaning and its aesthetic appeal.
Rewired Roadtrips: When shared journeys emerge on every road.
Roadtrip Rewired is redefining journeys on every road. Long-distance travel in 2026 will go beyond family trips, focusing on spontaneity and connecting with new friends. 92% of Vietnamese travelers are willing to carpool, and 84% use apps to find people traveling the same route. This spontaneous travel is appealing due to its flexibility (93%) and the opportunity to meet new people.
Technology, particularly self-driving cars and AI generation (81%), will support route design, finding beautiful, lesser-known routes, turning each trip into a personal adventure.
Destined-ations: When journeys are written by the stars.
The Destined-ations trend shows that astrology and spiritual practices are profoundly influencing travel plans. 78% of Vietnamese travelers consider changing or canceling a trip if a spiritual advisor gives a bad warning, 73% will reconsider their plans if their horoscope is unfavorable, and 61% are willing to adjust their itinerary during Mercury retrograde. This trend of spiritual travel is particularly strong among Gen Z (71%) and Millennials (62%), reflecting a desire for spiritual connection and a search for journeys that have been "approved by the universe."
Quiet travel hobbies (Hushed Hobbies): Pursuing quiet pleasures to find inner peace.
Amidst the hustle and bustle of life, Hushed Hobbies has become a way for travelers to find peace. 45% of Vietnamese people travel solely to be close to nature, and 37% prefer "quiet" activities such as insect observation (85%), fishing, birdwatching (93%), or foraging in wildlife areas (91%).
Traveling now is not just about recharging, but also about seeking contemplation and improving patience. Ecotourism is supported by applications that instantly identify flora and fauna and AI tools that suggest trails and seasonal habitats, helping travelers connect more deeply with nature.
PastPorts: When memories become destinations.
Nostalgia is recreated through PastPorts (traveling to the past). The need to relive these meaningful memories is particularly strong in Vietnam: 89% consider recreating an old photograph by using technology to locate and revisit that place. For 57% of travelers, it's about returning to a place that holds family memories; 46% seek a feeling of rejuvenation and familiarity, like coming home; and 41% see it as a personal milestone linked to growing up or seeking healing. Modern technology is helping people reconnect with their roots and generational ties in a vivid way, transforming memories into tangible destinations.
Modern Milestone Missions: A journey to celebrate YOUR personal milestones.
Finally, the Modern Milestone Missions trend affirms travelers' autonomy in choosing when and why they travel. 71% of Vietnamese travelers don't need a special reason to travel, and 84% can absolutely book a vacation simply because they've worked hard and deserve to enjoy themselves. New milestones being celebrated include celebrating work/promotions (33%), ending a relationship (17%), or even marking health milestones (33%).
This self-indulgent travel is the most powerful form of individual expression, where travelers can be themselves freely and fully. Experiential travel in 2026 is a perfect reflection of what we crave: maximum personalization and the right to self-affirmation.
