Global Travel Survey Reveals: 84% of Vietnamese Travelers’ Decisions Influenced by This Key Factor!

The “Taste of Home” Travel Trends Report by Booking.com, based on insights from over 8,000 travelers across the Asia-Pacific region, reveals that cuisine significantly influences travel decisions. As travelers increasingly seek personalized and meaningful vacations, vacation rentals are emerging as a preferred choice to align with this trend.

Culinary Exploration Trends Among Vietnamese Travelers

Diverse culinary preferences are shaping how travelers explore the world, with vacation rentals becoming the top choice for food-centric journeys. For Vietnamese travelers, food is a central element in every trip, influencing destination selection and accommodation choices.

According to the report, 84% of Vietnamese travelers choose destinations based on local cuisine, and 48% cite exploring regional specialties as their primary travel motivation. Key factors driving the preference for vacation rentals include: private, comfortable dining spaces (38%); flexible dining hours (36%); and opportunities to cook and share meals with loved ones (35%).

Travel also transforms Vietnamese dining habits: 80% visit local markets, 33% cook regional dishes, 38% experiment with new kitchen tools, and 28% try new recipes. These habits highlight how travel now offers an authentic connection to local culinary cultures.

Four Prominent Trends in Culinary Travel at Vacation Rentals

Four key trends are shaping culinary travel experiences at vacation rentals. From who takes the lead in the kitchen to how travelers shop, dine, and express themselves through food, these trends offer new insights into the growing demand for such accommodations.

First, the rise of the “New Head Chef” trend sees younger generations, especially Gen Z, taking charge in the kitchen during trips. The report shows 24% of Vietnamese travelers cook for friends and family, replacing the traditional “mother-as-chef” role with a blend of familiar flavors and creative innovation.

Second, “Holiday Kitchen Personas” reflect diverse personalities in vacation kitchens:

The Traditionalist seeks familiarity, favoring family recipes and comfort foods.

The Experimenter eagerly tries new recipes and techniques.

The Minimalist prioritizes simplicity, opting for quick, easy meals.

The Social Butterfly brings energy and flair, often cooking with or for others.

These personas show that vacation kitchens are now stages for flavor, creativity, and connection.

Third, “Trolley Tourism” is reshaping how Vietnamese travelers explore destinations. Instead of souvenirs, 80% prefer visiting local markets or supermarkets to buy fresh ingredients, supporting local businesses while crafting memorable meals.

Finally, the “Portable Pantry” trend highlights travelers bringing familiar items for comfort. A staggering 91% of Vietnamese travelers pack favorites like snacks (43%), instant noodles (35%), seasoning (32%), or mini BBQ tools (28%), blending personal touches with local experiences.

Vietnamese travelers favor accommodations that allow cooking, dining, and bonding with family. Popular culinary travel stays include beach houses (36%), countryside cottages (25%), apartments (25%), and guesthouses (23%).

Vacation rentals are ideal for both relaxation and special occasions, offering flexibility to cook, host gatherings, or explore local cuisine. They are primarily chosen for family vacations, wellness retreats, celebrations, and friend getaways.

In Vietnam, food is a cultural pride and a bond for family and friends. Meals are moments of connection and cultural expression, explaining why Vietnamese travelers seek accommodations that allow cooking and shared experiences. Vacation rentals perfectly meet this need, offering freedom to explore local flavors, experiment, and strengthen bonds through shared meals.

Branavan Aruljothi, Booking.com’s Country Manager for Vietnam, notes: “Our report underscores food’s role in Vietnamese travel choices and highlights how alternative accommodations let travelers live like locals while enjoying home-like comforts. For Booking.com partners, these insights offer opportunities to elevate local culinary experiences and create tailored stays.”