On July 31, 2025, Booking.com unveiled its Global AI Sentiment Report, shedding light on how artificial intelligence is reshaping travel experiences worldwide, with a particular focus on Vietnam. Drawing from a comprehensive survey of over 37,000 consumers across 33 markets, the report reveals a fascinating portrait of Vietnamese travelers and their evolving relationship with AI technology.
Artificial intelligence has become an indispensable part of daily life for Vietnamese tourists. According to the report, an overwhelming 99% of Vietnamese users employ AI-integrated search tools when planning their trips. This high adoption rate extends to AI-powered content suggestions, utilized by 92%, and generative AI tools, which engage 95% of users. Such figures underscore AI's deep integration into how travelers research and organize their journeys.
Vietnamese travelers are not just passive users; they actively embrace AI’s capabilities. Nearly half (47%) identify as "AI Enthusiasts," a group characterized by curiosity and excitement about AI’s potential. Meanwhile, 28% are "AI Advocates," trusting the benefits AI brings and supporting its responsible use. This enthusiastic adoption signals a strong readiness among many Vietnamese travelers to integrate AI into their travel routines.
But what exactly are these travelers using AI for? The report highlights that when planning trips, Vietnamese tourists frequently turn to AI to gather information about destinations and determine the best times to visit. During their journeys, AI tools assist in a variety of ways: 56% use AI for translation services, breaking down language barriers that might otherwise hamper their experiences. Around 51% rely on AI to suggest activities at their destinations and to navigate unfamiliar places by finding directions and transportation options. Food recommendations remain important too, with 44% using AI to discover dining choices. Even after trips conclude, AI continues to play a role, with 46% of travelers using it for image editing and sharing their travel memories.
Beyond convenience, Vietnamese travelers are increasingly mindful of the broader impact of their journeys. A significant 76% want AI to prioritize experiences that positively affect local communities, reflecting a growing awareness of sustainable and responsible tourism. This desire aligns with the finding that 80% of respondents recognize AI’s potential to contribute positively to society, beyond just enhancing individual travel experiences.
AI also helps travelers avoid common pitfalls. About 79% appreciate AI’s suggestions to steer clear of overcrowded destinations or peak visiting hours, making trips more enjoyable and less stressful. Such practical benefits demonstrate how AI is not only a tool for discovery but also a means to improve the quality of travel.
However, embracing AI is not without its reservations. Despite widespread usage and optimism, 91% of Vietnamese users express at least one concern about the long-term consequences of AI technology. This caution manifests in distinct groups within the population: nearly 4% identify as "AI Cautious," wary of AI development or use; 2% are "AI Skeptics," doubting AI's benefits; and 6% are "AI Detractors," openly opposing AI adoption. These figures reveal a notable segment of travelers who remain hesitant or distrustful, underscoring the need for responsible AI deployment that balances innovation with ethical considerations and consumer trust.
The report’s findings suggest that while AI is transforming travel in Vietnam, its future hinges on how well the technology addresses users’ concerns. Responsible implementation, transparency, and a focus on societal benefits will be key to maintaining and growing public confidence.
As AI continues to weave itself into the fabric of tourism and beyond, these insights from Vietnamese travelers offer valuable guidance. Their blend of enthusiasm and caution reflects a nuanced understanding of technology’s promise and pitfalls. By listening closely to these diverse perspectives, stakeholders in the travel industry and policymakers can better shape AI’s role, ensuring it enriches experiences while respecting cultural, social, and ethical boundaries.
In the end, the Global AI Sentiment Report from Booking.com not only charts the current landscape of AI in travel but also paints a roadmap for its responsible evolution in Vietnam and across the globe.
