Booking.com, one of the world’s leading digital travel companies launched its latest ‘Taste of Home’ research, unveiling insights on how food is playing a central role in shaping the holiday home experience for Vietnamese travelers in 2025. Travelers across Vietnam are increasingly choosing holiday homes that offer accessibility and freedom to dine, host and cook in unique, authentic spaces and destinations. These culinary moments are becoming more than just mealtime, they are opportunities for connection, cultural immersion and creating lasting memories that transform food into cultural gateways rather than just travel highlights.
The research reveals how food-driven experiences profoundly influence travel decisions. As travelers seek more meaningful and personalized stays, holiday homes have emerged as a key part of this evolving trend.
For Vietnam, food plays a defining role in shaping journeys. From choosing destinations to deciding where to stay, culinary preferences guide travel behaviours, making holiday homes the preferred accommodation for those eager to explore local flavours.
According to the report’s data, 84% of Vietnamese travellers often choose travel destinations based on the local food or cuisine, and 48% of Vietnamese travellers share that the interest in exploring local-specific foods and cuisine motivates their food-related travel decision. This passion for food influences accommodation preferences with holiday homes as a chosen alternative for this culinary exploration. The main reasons for Vietnamese travelers to choose holiday homes over other accommodation types are because they provide a more private and relaxed setting to enjoy meals (38%), greater freedom to eat without set mealtimes (36%), and the opportunity to host and share meals with friends and family during their stay (35%).
The cooking and eating habits of Vietnamese travellers whilst travelling also alter. They frequent local markets (80%), cook local dishes (33%), try new appliances (38%) and experiment with new recipes (28%). These behaviors highlight how travel becomes a way to explore food culture hands-on, blending discovery with authentic local experiences.
There are four key trends shaping the culinary holiday home travel experience. From who’s taking charge in the kitchen to how travellers shop, dine, and define their foodie identities, these trends reveal new insights behind the region’s growing appetite for holiday home stays.
The New Head Chef In The Holiday Home: Cooking has always been a big part of Vietnamese families, but what’s interesting is how that dynamic is changing when people travel. The "chef" role in holiday homes is shifting as mothers are no longer the default cooks. Younger generations, especially Gen Z are now confidently taking the lead, blending family recipes with new ideas and flavours. According to the report’s data, 24% of Vietnamese cook to host at their holiday homes. It’s no longer just about preparing meals, it’s about creating shared experiences.
Holiday Kitchen Personas: Holiday homes are transforming more than just where we eat; they're revealing who we are when we step into the kitchen.
Trolley Tourism: Forget souvenirs today's travellers are filling their shopping baskets with fresh produce and pantry staples. Holiday homes are fueling a rise in "trolley tourism," where visits to local food markets, foodie festivals and trendy or cult-favorite supermarkets are becoming part of the travel experience. Vietnamese travelers are embracing this trend, choosing to support local businesses and cook with fresh, seasonal or regional ingredients during their stays. Instead of buying souvenirs, 80% of them visit local food markets and supermarkets, choosing to cook with fresh, regional ingredients and support local businesses. It's not just about eating well; it's about shopping smart and connecting with the local food scene.
Portable Pantry: Travelers across Vietnam are bringing their kitchens with them. They pack favorite snacks and appliances, creating a "portable pantry" for comfort, tradition and convenience. This makes holiday kitchens familiar while allowing destination exploration. 91% of Vietnamese bring food or cooking related items like their favourite snacks (43%), instant noodles (35%), dipping or seasoned salt (32%) or portable BBQ tools (28%), creating kitchens that feel both personal and connected to the place.
Travelers choose types of homes that allow them to cook, dine, and connect. Besides that, holiday homes are ideal for both relaxed getaways and major celebrations, offering guests the flexibility to cook nourishing meals, host lavish feasts, or balance both with exploring local food scenes. In Vietnam, leisure is the primary reason for booking family trips, with 35% booking for wellness escapes, 30% for trips with friends, 17% for birthdays or anniversaries and 16% purely to unwind.
“Our latest 'Taste of Home' research shows that for Vietnamese travellers, food is no longer just a travel highlight, it is the deciding factor in their journey, shaping their choice of destination and accommodation. With 84% of Vietnamese travellers choosing their destination based on local cuisine, we see a growing preference for holiday homes. These homes provide the privacy, freedom and space to truly immerse in local flavours, cook, and host loved ones. This trend, whether it involves exploring local flavours, experimenting with recipes or the younger generations taking charge of the kitchen, turns every holiday home stay into a unique, hands-on cultural gateway and a powerful opportunity for family connection. At Booking.com, we understand what makes a holiday home stay easy and memorable.
