Vietnamese travellers are increasingly valuing emotional well-being, meaningful experiences and personal connections when choosing trips, according to Booking.com’s inaugural Travel Happiness Index presented in Hanoi on October 29.
The report is based on a survey of more than 10,000 respondents across 10 Asia-Pacific markets, including Vietnam, and examines emotional, financial and social factors shaping travel behaviour amid uncertainty.
Some 99% of Vietnamese respondents associate travel with positive emotions. Some 92% said having a trip to look forward to improves their mood, 71% said anticipation helps them cope with everyday pressures, and 62% called planning a source of excitement.
Travel can also bring pressure: 22% sometimes felt tired during trips, 16% felt pressure from limited time away, 19% reported anxiety and 16% sometimes felt uncertain.
Meaningful moments take priority
Rather than packed itineraries and must-see lists, Vietnamese travellers increasingly find satisfaction in simple, memorable moments. Natural scenery mattered to 36% of respondents, good food and drinks to 28%, and quality time with companions to 24%.
Some 68% said travelling with family brought them the greatest happiness. Around 77% prioritised local food and meaningful experiences, while 71% considered travel deals.
Some 32% chose holiday homes, apartments and unique accommodation to use their budgets more effectively. The same proportion said these options helped them experience local lifestyles more authentically.
Booking.com said Vietnamese travellers are planning more carefully, seeking authentic local experiences and adapting their plans rather than giving up travel amid uncertainty.
The findings point to more purposeful travel, with emotional satisfaction, personal connections and the quality of experiences becoming increasingly important.
Sources: VietnamPlus / Vietnam News Agency
