Is the All-Inclusive Tour Package Becoming Obsolete?

In Vietnam, the way we travel is evolving, and the latest Booking.com report on travel trends for 2026 highlights a significant shift that resonates deeply with our local perspective. For many Vietnamese, the journey truly begins not upon arrival, but in the meticulous and exciting process of planning. This isn't just about booking flights and hotels; it's about crafting a personal narrative for our adventures. The report's finding that 74% of Vietnamese travelers prefer to design their own itineraries, with a striking 63% taking full control of both planning and booking, speaks volumes about our desire for autonomy and personalized experiences. We are no longer content to be passive passengers; we are the directors, the writers, and the stars of our own travel sagas, a phenomenon Booking.com aptly calls the 'protagonist halo.'

“

With many Vietnamese travelers, the preparation phase has become the exciting first chapter of the entire trip, no less interesting than the on-site experiences.

This trend is particularly interesting when viewed through the lens of Vietnamese culture, where meticulousness and a strong sense of personal responsibility are highly valued. While international media might focus on the decline of traditional package tours, here in Vietnam, we see it as an empowerment of the individual traveler. It reflects a growing confidence and a desire to explore the world on our own terms, often seeking to optimize costs amidst rising travel expenses, as noted by Vietluxtour's Director of Communications and Marketing, Ms. Tran Thi Bao Thu. This is especially relevant for domestic travel, where destinations like Nha Trang, Da Lat, and Phan Thiet are easily accessible by private car, allowing for greater flexibility.

“

74% of Vietnamese travelers prioritize designing personal itineraries, even though this requires considerable time and effort. Notably, 63% of them affirm they want to personally handle both planning and booking, not entrusting it to anyone.

While the report identifies various traveler archetypes, from the 'protagonist' to the 'flexible companion,' the dominant Vietnamese traveler profile is clearly one that embraces active participation. This doesn't entirely negate the role of travel agencies. Instead, it presents both a challenge and a significant opportunity for businesses like Vietluxtour to adapt. They must now focus on offering flexible 'combo' packages—combining flights and hotels—that cater to this demand for self-directed exploration, rather than solely relying on rigid, pre-packaged tours. The emphasis is shifting from 'buying a tour' to 'choosing the most suitable way to travel within one's budget,' a pragmatic approach that aligns well with the economic realities and aspirations of many Vietnamese families.

“

Travelers are moving from 'buying tours' to 'choosing the most suitable way to travel for their family's budget.'