HCM CITY — Vietnamese travellers are more likely than their counterparts in other surveyed Asian markets to use artificial intelligence (AI) to plan trips, according to Agoda’s 2027 Asia Travel Pulse.

The report, which examines travel trends expected to shape the year ahead, found that 63 per cent of Vietnamese respondents used AI to plan trips in 2026, up from 30 per cent in 2025. Across the 11 markets surveyed, the share rose to 53 per cent from 33 per cent.

Nearly one in five Vietnamese respondents, or 19 per cent, said they would completely trust an AI agent to book a hotel for them – about three times the regional average of 6 per cent and the highest share among the markets surveyed.

However, travellers still want to retain control over bookings. Across Asia, 57 per cent of respondents said they would prefer to book hotels themselves rather than hand the task to an AI agent.

In Việt Nam, six in 10 respondents said they would use AI to shortlist destinations, while 52 per cent would use it to compare hotels or flights and 59 per cent to build an itinerary. These were the highest shares among the markets surveyed. Vietnamese respondents also led in using AI to set pre-trip reminders, make bookings and manage post-trip tasks, such as writing reviews or organising photos.

Thirteen per cent said they would feel more confident using AI if the assistant came from a brand or company they trusted, also the highest share among the markets surveyed.

“AI is becoming a useful tool for Vietnamese travellers as they explore destinations and plan their trips, while practical considerations such as cost and safety continue to shape their choices,” said Vũ Ngọc Lâm, Agoda’s country director for Việt Nam. “The findings also show how personal interests influence where travellers want to go and what they want to experience.”

The survey, which covered more than 3,300 travellers in 11 Asian markets, also found that many expect to take fewer but longer trips, while seeking good value and greater convenience throughout their journeys.

Cost and interests shape travel choices

Lower travel costs were the factor most likely to encourage Vietnamese respondents to take more trips, with 35 per cent citing this as an incentive. Personal interests and hobbies, as well as social media, also influenced their travel choices.

Pop culture was another draw. Some 23 per cent of Vietnamese respondents said they travelled to visit places featured in films, television or other pop-culture content  the highest share among the 11 markets. A further 16 per cent said they travelled to attend events such as concerts, festivals or sporting events.

Health and safety concerns influenced travel choices for 29 per cent of Vietnamese respondents, while 6 per cent said more flexible visa requirements would encourage them to travel more.

The report also found that 13 per cent of Vietnamese respondents typically chose an activity, attraction or experience first when planning a leisure trip. — OVN/VNS