August 21, 2025
Ho Chi Minh City – Artificial intelligence (AI) has become an integral part of everyday life for Vietnamese travelers who incorporate AI into their future travel plans.
Booking.com's Global AI Sentiment Report revealed that 99% of Vietnamese consumers expressed excitement about AI, 86% are savvy about the technology, and 99% want to use AI in their future travel plans.
While many embrace the possibilities of AI, some have approached carefully and emphasized the need for responsible implementation that balances opportunities with consumer trust. These new insights and perspectives will help shape the next chapter of AI in travel and beyond.
This study uses insights from over 37,000 consumers across 33 markets, including ViệtNam to explore how people use, trust and respond to AI in their daily lives and travel.
A new study from Booking.com identifies different segments among consumers based on their feelings about AI. Almost half of Vietnamese travelers are AI enthusiasts and are intrigued by what AI can do, while 28% are AI advocates and are actively supportive of its benefits and responsible adoption. This optimism comes from the belief that AI makes life easier, saves time and effort, expands learning opportunities, and increases productivity.
However, this excitement is very much attention. While 99% of Vietnamese respondents are enthusiastic about AI, 91% have at least one concern about its broad implications. Approximately 4% are cautious about AI, paying attention to the development or use of AI, and 2% consider it to be AI skeptics. Approximately 6% identify themselves as AI detractors and show meaningful segments that are resistant to AI adoption.
AI is currently a major part of Vietnamese travellers' daily life. 99% use AI-driven search, 92% use streaming recommendations, and 95% are involved in generating AI tools. However, the lack of human touch creates questions with 27% of people who find AI impersonal.
This hesitation creates clear boundaries that most Vietnamese are not prepared to make the AI a perfect decision. Only 22% feel satisfied with AI making decisions independently, while 21% are uncertain, 1% feel extremely uncomfortable and refuse to trust AI without human approval. The greatest opportunity lies in placing AI as a support tool to enhance human judgment, rather than replacing it.
AI is rapidly becoming an important part of Vietnam's travel experience, with 58% of Vietnam looking for autonomous travel plans that will become mainstream in the near future. ViệtNam travelers are increasingly relying on AI-powered tools and are open to technology that improves travel.
Apart from making travel easier and more efficient, we also recognize that 80% of Vietnamese travelers are aware of it, and we strongly hope that AI will serve as a force forever. Most people appreciate AI-generated recommendations that help avoid overcrowded destinations and peak travel times.
ViệtNam travelers are increasingly aware of their impact on the community, and hope to highlight experiences that 76% will actively benefit local locations visiting AI.
