When the rich travel for 'vibe' instead of destination

In an era where emotions dictate consumer behavior, the concept of the “vibe economy” has begun to dominate the luxury travel industry.

For the rich, a trip is no longer judged by the number of "check-in" attractions but by the feeling after returning: relaxed, overwhelmed, happy or inspired to renew oneself.

When the "vibe" is more important than the map

If in the past, tourists often made plans based on a "bucket list" - a list of dream destinations they must visit at least once, now the important criteria revolve around the question: "What do I want to feel after the trip?".

According to a Virtuoso survey, 65% of high-end customers seek joy and happiness, 57% want to experience awe, while 51% need a sense of excitement. Misty Belles, Virtuoso's communications director, commented: " Travel is only truly luxurious when it brings the exact emotions that the traveler is looking for."

It is this shift that has made the concept of “vibe travel” the new norm. Some people want to “get away” after a crisis, others need an epic journey to celebrate a milestone in their life, while others are simply looking for a few days of peace with their family.

AI-integrated booking app to chat with users, suggesting itineraries that match the desired emotions

PHOTO: LE NAM

Artificial intelligence technology is considered the "launching pad" for this trend. Booking.com has developed AI Trip Planner - a tool that allows live chat in natural language to suggest itineraries based on emotional desires. Unlike traditional systems that only revolve around price or location, this tool connects the entire service chain, from hotels, flights, car rentals to experiences at the destination into a seamless journey.

Another example is the Feelings Engine introduced by luxury travel company Black Tomato. Users just need to enter their wishes such as: "I just broke up, where should I go?", "I want to feel free" or "I need a trip to change myself"... The system will translate emotional language into specific suggestions: From a pilgrimage in Bhutan to find tranquility, to experiencing sunset at Alhambra (Spain) to enjoy a romantic feeling.

The trend is evident in Vietnam

PHOTO: LE NAM

During the September 2nd holiday, the trend of "emotional tourism" was clearly evident when most tourists chose destinations with unique characteristics and rich cultural identity rather than crowded at popular tourist destinations. Instead of staying in a massive building in the middle of a crowded city center, pure Vietnamese villas along the coast were fully booked many months in advance.

Korean tourists, following Russian and Australian tourists in previous years, increasingly favor the beaches of the Central or Southern regions. At Mia Nha Trang resort, foreign tourists are passionate about enjoying the beautiful scenery of Vietnam. Located on a private beach, each villa is more than 1,220m², spanning three floors with five bedrooms overlooking the sea, an infinity pool and an outdoor garden. The highlight is the absolute privacy where visitors can watch the sunrise together, organize a BBQ party by the pool or have a candlelit dinner without being disturbed.

"What we want to bring to guests is an experience that is both luxurious and warm. The entire service team is Vietnamese, experienced and dedicated, ready to personalize services according to each need," shared a representative of the resort.

Australian tourist James Cooper emphasized the human aspect: "From the way the staff greeted me warmly, I felt warm and very 'Vietnamese'. That closeness made my vacation unforgettable."

Meanwhile, Ms. Kim Soo-jin from Korea shared: "I heard a lot about Vietnam on TV shows and YouTube, my mind has been imagining the nature and food all this time. I searched for that feeling and decided to bring my whole family here on the occasion of Vietnam's National Day to live in the atmosphere I was looking forward to."

According to experts, the rise of the domestic upper middle class and the need to seek unique experiences have strongly promoted the isolated villa segment.

Rethinking the concept of 'luxury'

Jack Ezon, founder of Embark Beyond, says that "bucket lists are outdated." The new generation of customers, who have "traveled the world " since childhood thanks to social media, now want more than just locations: they want vibes, community, atmosphere, shopping, and unique experiences.

However, along with the excitement comes skepticism. According to Booking.com, although 99% of Vietnamese travelers want to use AI in their travel planning, only 11% completely trust it. Most still want to verify information themselves, or need experienced consultants to help ensure details about visas, weather, or overcrowding at the destination.

Korean tourists love the atmosphere and seascape of Central Vietnam

PHOTO: LE NAM

“Not everything can be solved with AI,” says Marnie Wilking, Head of Cybersecurity at Booking.com. “It’s about listening and integrating the real needs of travelers.”

In the luxury travel segment, small details, from a welcome gift in the hotel room, a suggestion of a little-known local restaurant, to the ability to flexibly change the itinerary can turn a trip into a “vibe-worthy” experience. This is also where AI and humans complement each other: AI expands options and evokes emotions, while travel experts ensure the sophistication, situational awareness and relationships to turn wishes into reality.

The emotional economy is reshaping the way the wealthy travel. Instead of asking “Where to go?”, the more important question in the future will be: “How do I want to feel?”… That is the starting point of a truly luxurious journey.

Source: https://thanhnien.vn/khi-gioi-nha-giau-di-du-lich-theo-vibe-thay-vi-diem-den-185250908113543158.htm