Travel in 2026: The rise of personalised experiences, with AI subtly shaping the journey

The year 2026 is predicted to mark a significant turning point for global travel, as the industry shifts away from quantity-driven growth toward a focus on quality and depth of experience. Following the post-COVID-19 travel boom, people's desire to travel has not diminished, but the way they travel has changed. Trips that focus on "the more, the better", packed itineraries, or overcrowded destinations are revealing their limitations, making travel less rejuvenating than expected. In this context, travel is increasingly seen as a space for true relaxation, mental health recovery, and reconnection with more sustainable values.

Many travelers head to Y Tý, Bắc Hà, or suburban areas where the local pace of life is preserved.

Veering Away from the Crowd to Embrace Authenticity

One of the most noticeable shifts in travel in 2026 is the trend of actively avoiding crowds. Overcrowding at many famous global destinations not only diminishes the quality of experiences but also poses environmental and community challenges. In response, more travellers are opting for "slow travel", steering away from familiar tourist routes to seek quieter, less commercialised spaces.

Internationally, this trend is evident as travellers leave bustling city centres to explore small towns, rural areas, or satellite destinations with similar landscapes and cultures. In Vietnam, instead of flocking to Sa Pa or central Đà Lạt during peak seasons, many travellers are heading to Y Tý, Bắc Hà, or suburban areas where the local pace of life is preserved. On such journeys, the value lies not in the number of attractions visited, but in experiencing daily life – from family meals and early markets to simple conversations with locals.

Travelling Far for True Rest

Alongside the trend of avoiding crowds is the desire to reduce mental pressure while travelling. In a modern life full of information and choices, many no longer see travel as a "race of experiences" but as an opportunity to pause. An ideal vacation, therefore, doesn't need to be lengthy or activity-packed but should be calm enough for individuals to set aside everyday worries.

This trend drives the development of short vacations with minimalist itineraries, prioritizing sleep, tranquility, and natural rhythms. In Vietnam, staycations in significant cities are becoming increasingly popular, with many opting for just one or two nights in a nearby hotel or resort to rest, read, and relax. In mountainous or coastal areas, quiet homestays attract visitors with their simplicity: no packed schedules, no forced experiences, no pressure to "see it all".

Travellers are increasingly concerned with sleep, nutrition, light exercise, mental recovery, and overall balance, rather than short-term indulgent services.

Health Becomes the Destination of the Journey

Previously, wellness travel was mainly associated with spas or massages, but by 2026, this concept had expanded into a comprehensive goal of the trip. Travelers are increasingly concerned with sleep, nutrition, light exercise, mental recovery, and overall balance, rather than short-term indulgent services.

Globally, retreats focusing on meditation, yoga, therapeutic walking, forest bathing, or improving sleep quality are experiencing significant growth, particularly in Asia. In Vietnam, mineral spring tourism and nature retreats are evolving in a more holistic direction, combining mineral baths with healthy diets, gentle exercise, and tranquil spaces. Many retreats in mountainous, midland, or coastal areas also emphasise natural and local cultural elements, turning the trip into a journey of internal health care, not just surface relaxation.

Revisiting Memories to Find New Emotions

Besides the need for rest and health recovery, nostalgic travel emerges as a trend that offers emotionally rich experiences in 2026. In a rapidly changing world, memories become a spiritual anchor, prompting many to return to familiar values.

In Vietnam, many families revisit destinations tied to their previous generations, such as Nha Trang, Đà Nẵng, or Đà Lạt, to share their stories with their children. Heritage journeys in Huế, Hội An, or the Mekong Delta also attract visitors with their slow pace, old architecture, and traditional cuisine. Such trips not only revive memories but also create connections between generations, as past and present coexist in one journey.

AI is no longer an experimental tool; it has become an integral part of everyday operations, from planning and booking services to enhancing accommodation experiences.

AI Behind Modern Hotel Experiences

Encompassing these trends is the growing presence of artificial intelligence in the travel and hospitality industry. By 2026, AI will no longer be an experimental tool, but will have become an integral part of everyday operations, from planning and booking services to enhancing accommodation experiences.

AI supports the personalisation of journeys by suggesting suitable options, forecasting optimal pricing times, designing flexible itineraries, and remembering travellers' preferences. In accommodations, virtual concierge systems, multilingual support, and automated customer care are becoming increasingly common. In Vietnam, many hotels and resorts have begun to incorporate AI at an appropriate level, enhancing operational efficiency while allowing staff to focus more on human elements – such as hospitality, empathy, and emotional connection.

Overall, travel in 2026 shifts from "destination" to "state of being". People travel not just to explore new spaces but to find tranquillity, restore health, relive memories, and be served in the most suitable way for themselves. Technology plays a foundational role, but the core value of travel remains in the meaningful experiences and genuine human connections it fosters. In this landscape, Vietnam – with its diverse nature, culture, and rich history – presents numerous opportunities to adapt and establish its position on the global tourism map.

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