Latest research by e-commerce travel platform Klook on Vietnamese youth trends.

It can be seen that 96% of Asia-Pacific tourists actively post and share their adventures on social media when traveling, of which nearly half do so to capture the moment. Information posted about their journeys and experiences on social media has become a means of information for those at home who want to travel to consider and choose their next destination and itinerary in the near future.

Mr. Nguyen Huy Hoang, CEO of Klook Vietnam, said that sharing travel information on social networks is not only a moment of celebration with their social connections but also considered to increase the level of trust and reputation of online travel recommendations. Therefore, more than 80% of Asia-Pacific tourists and up to 91% of Vietnamese tourists have booked travel services based on recommendations and reviews from content creators, in which the most popular format for Vietnamese people is video (63%) because of its strong visual appeal.

The most popular social media platforms frequently used by Asia-Pacific travelers, including Vietnamese, for travel inspiration are Facebook, TikTok, Instagram, and YouTube. Of these, Vietnamese lead the Asia-Pacific region in using Facebook (95%) and TikTok (83%) as their travel inspiration platforms.

Meanwhile, according to a survey by American Express, Instagram is the most popular social media platform for both Generation Z and Millennials, with 46% of users claiming that Instagram content influences their booking decisions, followed by Facebook (34%) and TikTok (29%).

Not only social media, but popular culture is also a big source of inspiration for the younger generation. TV shows, movies, and news all contribute to the desire to travel for Generation Z and Millennials. According to American Express, 70% of both generations said they are often inspired by media content when deciding to visit a particular destination.

On the other hand, the changing habits of Generation Z and Millennials when traveling are also very clear. They prefer to create valuable content on social media, focusing on experiences instead of consumption. This is especially common in countries like India, the Philippines and China.

With changes in habits and trends from social networks, travel companies and platforms believe that the tourism industry is facing a strong shift from digital-generation travelers who crave authenticity. "They have been creating a lot of short, easy-to-share but informative content on mobile devices recently," Mr. Nguyen Huy Hoang added.

Digital platforms and AI boost tourism industry development

It can be said that the 4th industrial revolution has had a strong impact, bringing benefits to all areas of social life, including tourism. Studies show that digital transformation in tourism is expected to contribute up to 305 billion USD in profits by 2025; at the same time, providing the necessary application tools and technology platforms to optimally support closer access to smart tourism, ensuring sustainable development.

Notably, the advent of AI and predictive analytics has helped to curate more personalized offerings for travelers. According to a report by Expedia and HomeAway, 68% of travel brands have invested in predictive technology by 2024. Specifically, AI uses travelers’ personalized data from previous trips to create a list of hotels, flights, and destinations they might like, thereby increasing the chances of a successful booking.

The 2024 Travel Trends Report by online travel search engine Booking.com shows that from more than 27,000 people worldwide surveyed, 7 travel trends are considered to be prominent this year, in which the role of AI technology is indispensable.

Notably, young Vietnamese people love to travel and are spontaneous, with nearly 60% of surveyed travelers saying they would not plan ahead when going on vacation and 81% would have a flexible plan to change their schedule at any time they wanted.

Similarly, Klook’s survey also noted that Vietnamese travelers are among the most enthusiastic travelers in the Asia-Pacific region in 2024, with more than 90% of them having booked trips between now and the second half of the year. However, contrary to the trend of carefully planned itineraries, Vietnamese travelers are the most spontaneous travelers in Asia-Pacific, with up to half of them preferring to book experiences and activities only after they arrive or while at their destination.

One of the beautiful resorts in Mui Ne - Phan Thiet reviewed by tourists on Booking.com and social networks.

Specifically, 64% of surveyed tourists said that spontaneity and improvisation come from the uniqueness of their travel experiences at the destination, while 38% want to try new things based on travel recommendations. “It can be said that they are the most “fear of missing out” explorers in the region. Outdoor and nature activities, amusement parks and cultural experiences are the top choices of Vietnamese tourists to enjoy a complete vacation,” commented Mr. Nguyen Huy Hoang.

To meet this flexible travel trend, the tourism industry has been offering flexible services using technology that allow tourists to cancel or change their plans.

In addition, budget optimization and "luxury" travel (A La Carte Affluencers) will also be a prominent trend next year. People who belong to this trend want to show off their abundance, spend money without considering finances, but behind that is a detailed spending plan and a budget-optimized travel itinerary built with the support of AI.

In fact, up to 71% of Vietnamese travelers want in-depth information and tips from AI to upgrade their vacation experience with promotional suggestions and additional products and services, all with just a few simple taps. Websites and mobile apps about travel with optimal advantages, allowing booking anytime, anywhere, providing reviews and overview information are increasingly becoming familiar addresses for travel enthusiasts.

CS Soong, Vice President of Market Development at Klook, said that the business results of this e-commerce platform for travel services have reached the 3 billion USD mark, tripled compared to the pre-pandemic period, despite the fact that the tourism scene in Asia - Pacific has not fully recovered.

According to VNA