Digital travel platform Agoda has published its 2027 Asia Travel Pulse, spotlighting key travel trends and insights poised to shape the next year of travel in Asia, including Vietnam. According to the report, 19% of Vietnamese travelers surveyed would completely trust an AI agent to book a hotel for them. That is about three times the Asia average (6%) and the highest share among the markets surveyed.
Based on research across more than 3,300 travelers from 11 markets in Asia, the 2027 Agoda Asia Travel Pulse also reveals that travelers are making considered choices about how they spend. Many expect to take fewer but longer trips, while looking for strong value and greater ease across the whole journey.
AI becomes a trusted travel planner, with travelers in control
More than half of Asian travelers (53%) now use AI to plan their trips, up from 33% last year. With Vietnamese respondents, usage rose from 30% in 2025 to 63% in 2026, the highest rate among the markets surveyed.
AI is becoming an increasingly familiar part of travel planning in Vietnam. Six in ten Vietnamese travelers surveyed (60%) would use AI to shortlist their destinations, while 52% would use it to compare hotels or flights. Both figures are the highest among the markets surveyed. Another 59% would use AI to build an itinerary. Vietnam also recorded the highest shares among the 11 markets for using AI to set pre-trip reminders (11%), make bookings (11%) and handle post-trip activities, such as writing reviews or organizing photos (10%).
Despite growing adoption, travelers still value control over booking decisions. Across Asia, 57% of respondents would prefer to book hotels themselves rather than hand the task to an AI agent. In Vietnam, 13% said that having the AI assistant come from a brand or company they trust would increase their confidence, the highest share among the markets surveyed.
Cost and personal interests shape travel choices
Lower travel costs are most likely to help travelers take more trips. In Vietnam, 35% said lower costs would enable them to travel more. Setting cost aside, Vietnamese travelers are also influenced by their personal interests and hobbies (64%), as well as social media (52%).
Pop culture is also inspiring travel. In Vietnam, 23% of respondents said they travel to visit places featured in movies, television or other pop culture, the highest share among the 11 markets. A further 16% cited attending events such as concerts, festivals or sporting events as a reason to travel.
Other findings from Agoda’s 2027 Asia Travel Pulse show that, among the markets surveyed, Vietnamese travelers also recorded the highest shares:
- Health and safety concerns influence travel choices for 29% of Vietnamese respondents.
- 6% said more flexible visa requirements would encourage them to travel more.
- 13% typically decide on an activity, attraction or experience first when planning a leisure trip.
- 60% would use AI to shortlist destinations.
Vu Ngoc Lam, Country Director, Vietnam at Agoda, shared: “AI is becoming a useful tool for Vietnamese travelers as they explore destinations and plan their trips, while practical considerations such as cost and safety continue to shape their choices. The findings also show how personal interests influence where travelers want to go, and what they want to experience. These insights help Agoda better understand what travelers in Vietnam value as they plan for the year ahead.”
Those making travel plans for 2027 can enjoy Agoda’s offerings of over 6 million holiday properties, more than 130,000 flight routes, and over 300,000 activities, all easily combined in a single booking. Discover the best deals on Agoda’s mobile app and visit Agoda.com for more information.
