Booking.com, an accommodation booking app with partners in 220 countries and territories, announced 9 major travel trends for 2025 on November 28th. The annual Travel Predictions report surveyed over 27,000 travelers from 33 countries and territories, including 1,016 Vietnamese, to provide a comprehensive picture of travel in the coming year.
In 2025, Millennials (born between 1981 and 1996) are changing their views on airport experiences, while Baby Boomers (born between 1946 and 1964) are pursuing adventurous trips instead of saving money to leave an inheritance for their children and grandchildren. Travel is becoming more about self-discovery and deep connections.
Here’s a closer look at the top trends shaping the future of travel:
Trend 1 – Noctourism is on the up
“Noctourism” trend refers to trips with the purpose of discovering the magical beauty of the night. 74% of Vietnamese travelers want to visit destinations suitable for nighttime activities, with 85% expressing a desire to go stargazing and see the Milky Way, and 74% interested in learning more about the stars. 70% of Vietnamese travelers are eager to witness rare astronomical events and prioritize accommodations that minimize light pollution to protect the environment. 76% of Vietnamese respondents said they will limit travel to places with harsh sunlight next year to protect their skin from UV rays.
In Vietnam, optimal conditions for Milky Way observation occur between March and October. Specifically, clear nights devoid of moonlight, fog, and precipitation, between the hours of 1:00 and 3:00 AM, are most conducive to viewing. Furthermore, minimizing light pollution from urban sources is crucial, making locations such as suburban areas, coastal regions, and high mountains preferable for observation.
Trend 2: Multi-generational travel
Currently, instead of saving money, families are leaning towards enjoying life experiences with their loved ones. 44% of Vietnamese travelers are willing to spend money on a memorable trip in 2025. This trend is particularly strong among Baby Boomers (37%), who are prioritizing travel experiences over traditional savings for future generations.
Data show that 74% of Vietnamese travelers admit that their parents have supported all or part of the cost of vacations even when they are adults and 88% of Baby Boomer tourists share that they are happy to support their children financially for their next trip.
Thereby, family members can travel together, create new memorable memories together, instead of simply depositing savings in the bank for their children and grandchildren later.
Trend 3: Thrifting tourism
As Vietnamese tourists seek unique, story-rich souvenirs, “hunting” for thrift stores becomes a cost-effective and environmentally friendly way to bring back cultural imprints. Vintage items have replaced refrigerator magnets as the preferred choice for travelers.
Vacation wardrobe choices will see a major shift in 2025, with fashion-forward travelers becoming “thrift hunters” – eager to “hunt down” vintage stores during their trips, driven by sustainability goals. 53% of travelers said they will visit thrift stores during their vacations, and a surprising 82% have already bought second-hand items while traveling abroad.
This trend reflects a growing desire for conscious consumerism, with 65% of travelers planning to be more budget-conscious on their trips and 83% intending to prioritize spending for optimal travel experiences. As a result, finding unique and affordable items in thrift shops has become an important part of the travel journey.
Trend 4: Boyz II Zen
2025 marks a new trend: all-male group travel or “men-only retreats.” With growing awareness of men’s mental health, these trips are gaining popularity. Respondents shared that they desire these separate trips, away from women, to escape life’s pressures (49%), rest and recuperate (58%), and focus on self-development (46%).
Interestingly, women are the driving force behind encouraging men to participate in these trips, with 56% of female respondents supporting their partners, 46% supporting friends, and 28% supporting their fathers and brothers to prioritize self-care.
Australian Hospitality Alumni Network Vietnam 