A report on leisure travel trends, released on 19/11 by leading global online travel company Booking.com, highlights cuisine as a pivotal factor shaping accommodation experiences in Vietnam.
The survey uncovers several new traveler habits, notably the rise of the "mobile kitchen" trend.
Specifically, 91% of Vietnamese travelers bring along favorite items or foods to enhance comfort during their trips. Instant noodles are the top choice at 35%, followed by snacks (43%), dipping salts or pre-made spices (32%), and BBQ tools (28%). Bread and coffee are also considered essential.
According to Branavan Aruljothi, Booking.com's new Country Director for Vietnam, food serves as a strong bond for family and friend relationships in Vietnam. This explains why Vietnamese people are increasingly seeking accommodations that allow them to cook, gather, and share culinary experiences.
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Vietnamese travelers on a cross-Vietnam trip. Photo: Tran Duy |
Experts at Booking.com note that these trends indicate Vietnamese travelers are engaging more deeply with culinary culture. The survey shows that 84% of Vietnamese travelers often choose destinations based on local cuisine, with 48% sharing that a passion for exploring regional specialties is the primary motivation for their travel decisions.
This interest fuels the "trolley tourism" trend, where 80% of Vietnamese travelers prefer visiting supermarkets and local markets to purchase fresh ingredients rather than souvenirs, considering market strolls an essential part of their travel enjoyment. Additionally, a group of "new chefs" is emerging, comprising young travelers who increasingly take on the role of head chef during their trips. Among Vietnamese travelers, 33% cook local specialties at their accommodations; 38% enjoy trying new kitchen appliances provided; and 28% like experimenting with new recipes.
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Branavan Aruljothi, Booking.com's new Country Director for Vietnam, discusses new travel trends among Vietnamese travelers in Hanoi. Photo: Booking |
The primary factor influencing Vietnamese travelers' destination choice is the freedom it offers, rather than luxury. Specifically, 38% choose accommodations for their private, comfortable spaces to enjoy meals. Meanwhile, 36% of respondents appreciate the freedom to eat without time constraints, and 35% opt for places where they can host parties or dining gatherings with friends.
Popular accommodation types for culinary exploration among Vietnamese travelers in the latter half of 2025 include coastal guesthouses, rural guesthouses, townhouses/apartments, and homestays.
Phuong Anh
