“Main Character” Energy: Booking.com Research Reveals How Vietnamese Travelers are Turning Travel Planning into the Best Part of the Trip 

• Planning takes centre stage for Vietnamese travellers as three in four (74%) Vietnamese travellers prefer planning a trip themselves

• Optimism is driving travel intent in 2026 for 86% of Vietnamese travellers who feel positive about their upcoming trips

• Discovery is fuelling the desire for 82% of Vietnamese travellers who keen to explore a new destination in 2026
• Kids as well as pets are increasingly influencing travel decisions

Vietnam, 6 May 2026: In 2026, travel planning is no longer a task, it’s part of the joy of taking a vacation and the opening act of the vacation itself. According to Booking.com’s Travel Trends 2026 data, a growing number of Vietnamese travellers are channeling “Main Character Planning Energy”, where planning and booking is just as enjoyable as the trip itself. 74% Vietnamese travellers prefer planning the trip themselves even when it requires a lot of time and work, signalling a clear shift of how travel planning is viewed from being stressful to generating excitement. At Booking.com, this joy of planning is matched with easy, intuitive booking experiences, ensuring travellers can focus on what truly matters: making memories.

Decoding Vietnam’s 2026 Booking Personalities that are Shaping Travel

Vietnamese travellers are entering 2026 with positivity around travel and a desire for discovery. 86% of them feel optimistic about their upcoming trips, while 82% plan on visiting a new destination, suggesting a year defined by first-time experiences and meaningful travel moments. At the same time, while the desire to travel is shared, how travellers approach planning continues to evolve. Booking.com’s Travel Trends 2026 data reveals five distinct booking personas shaping travel in 2026:

• The Enthusiastic Booker (74%): Leading the way, this persona enjoys making plans and happily takes the lead, even if it requires a lot of time and work. 63% of Vietnamese travellers are proudly willing to take charge of planning and reservations, this persona emerges as the majority of travellers across age cohorts.
• The Shared Booker (13%): Likes being a main planner and organizer but frequently wishes others would offer more help or share the responsibility.
• Supportive Contributor (8%): The one who is happy to help with specific tasks (like research or booking one part) but prefers not to be the main leader
• Reluctant Booke (5%): The one who often prefers not to plan but ends up taking the lead because no one else will
• The Go-With-the-Flow Follower (1%): the one who prefers others to take the lead on planning and is grateful to simply enjoy the itinerary they create.

2026 Travel Squads: It’s Not Just the Destination, it’s Who You Travel With

Travel companions continue to play a defining role in shaping trips, with familial relationships anchoring travel decisions. Family travel remains dominant, with 45% of Vietnamese travellers planning to travel with their spouse and children this year. This is followed by getaways with a friend (43%) or their significant other (42%), while 35% plan on travelling with extended family and 31% with colleagues from work. These dynamics underscore a key shift: while travel companions may vary, the intent remains consistent, travellers are prioritising deeper, more meaningful connections.

Shifting Dynamics with Kids Leading the Way and Pets Joining the Journey

This year, children are likely to continue to influence travel plans. 55% of Vietnamese family travellers revealed that their children’s preferences “completely or significantly” dictated the itinerary. Whether it’s a beach break or a city escape, the focus remains on quality time and a successful holiday is one where their children are the happiest.

At the same time, the definition of “family” is expanding. Pet-inclusive travel is on the rise with 7% of Vietnamese travellers planning to travel with their pets this year, up from 5% in 2025. From dining at pet-friendly restaurants or breweries (55%), choosing pet-friendly hotels (60%), and exploring pet-friendly city centers or towns (60%), in 2025 Vietnamese travellers chose experiences and destinations that accommodated their entire family, including pets. This reflects a broader shift towards more inclusive, flexible and personalised travel experiences.

Branavan Aruljothi, Country Head, Vietnam, Booking.com said, “Travel in 2026 reflects a shift in how Vietnamese travelers approach their journeys. We are witnessing a ‘main character’ mindset, where the joy of planning is just as exciting as the trip itself allowing travellers to personalise every aspect of their experience. Travellers are more intentional and optimistic, with plans increasingly shaped by their ‘travel squad’, whether that’s family, children, or pets. At Booking.com, we are enabling this by making every step of the journey seamless and flexible, so travelers across Vietnam can spend less time worrying about logistics and more time creating unforgettable memories with those who matter most”

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CONTACT DETAILS 

For further information, contact the Booking.com Vietnam Press Office: 

• Thuong.duong@edelman.com / +84 902 975 662  
• My.banh@edelman.com / +84 933588711

METHODOLOGY
Travel Predictions 2026 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 29,733 respondents across 33 countries and territories were polled (including 1,009 from Argentina, 1,005 from Australia, 500 from Austria, 1,013 from Belgium, 1,008 from Brazil, 1,018 from Canada, 1,009 from China, 1,005 from Colombia, 508 from Croatia, 501 from Denmark, 1,010 from France, 1,003 from Germany, 1,004 from Hong Kong, 1,007 from India, 509 from Ireland, 507 from Israel, 1,005 from Italy, 1,003 from Japan, 1,003 from Mexico, 1,019 from The Netherlands, 1,033 from New Zealand, 1,006 from Portugal, 500 from Singapore, 1,003 from South Korea, 1,009 from Spain, 511 from Sweden, 501 from Switzerland, 504 from Taiwan, 1,001 from Thailand, 501 from the UAE, 2,003 from the UK, 2,010 from the US and 505 from Vietnam). Respondents completed an online survey in July-August 2025.

About Booking.com:

Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travelers with memorable experiences every day. For more information, follow @bookingcom on social media or visit news.booking.com.