Vietnamese travelers are increasingly embracing artificial intelligence (AI) to enhance their journeys, according to the newly released Global AI Sentiment Report from Booking.com. Based on a survey of over 37,000 consumers across 33 markets, including Vietnam, the report highlights how AI is reshaping travel experiences.

In Vietnam, 99% of users leverage AI-powered search tools, 92% use AI-generated content recommendations, and 95% interact with generative AI tools, underscoring AI’s growing role in daily travel planning and decision-making.

The report categorizes Vietnamese travelers based on their attitudes toward AI. Nearly 47% identify as AI enthusiasts, intrigued and excited about AI’s potential. Another 28% are AI advocates, who support responsible adoption of AI technologies. Together, these groups reflect strong openness and optimism about AI’s benefits in tourism.

Beyond improving convenience and efficiency, AI is also expected to bring positive social impact. A significant 80% of Vietnamese respondents acknowledge this aspect, while 79% appreciate AI’s ability to help them avoid overcrowded destinations and peak hours, enhancing the quality of their experiences.

Sustainability and local impact are also top of mind. Seventy-six percent of Vietnamese travelers want AI to prioritize recommendations that benefit local communities, highlighting a shift toward more responsible tourism.

Despite widespread enthusiasm, caution remains. Ninety-one percent of respondents expressed at least one concern about the long-term implications of AI. Specifically, 4% consider themselves AI cautious, worried about its development and application; 2% are AI skeptics, and 6% identify as AI detractors, signaling that a meaningful segment is still hesitant.

These findings underscore the need for balanced and responsible AI implementation, ensuring user trust while maximizing its potential. The evolving perspectives of Vietnamese travelers will shape not only the future of AI in tourism, but also its integration across other sectors in Vietnam.

PV