Customers prioritize deep experience
The 5-day National Day holiday is creating conditions for tourists to proactively choose the duration and way of traveling that suits their own needs. Instead of focusing on crowded tours, many groups of tourists tend to look for routes with moderate pace, more time to rest and experience at the destination.
According to Ms. Tran Thi Bao Thu - Marketing - Communications Director of Vietluxtour, 1 week before the holiday, the business plan for September 2nd holiday tours of the enterprise has now reached more than 90%, purchasing power has increased steadily compared to the same period last year. International routes requiring visas and long flights have been finalized early by customers, while domestic tours and self-sufficient tourism forms still tend to be booked close to the date.
Up to now, the occupancy rate at travel businesses is recorded at a high rate, showing that the market has entered the peak period before the holidays. Notably, demand is not only focused on traditional routes but is also differentiating by group of passengers and purpose of the trip.
Customers prioritize the trend of'Traveling just enough - Experiencing deeply'. Instead of'running shows' to destinations, they choose resorts combined with exploring local culture, experiencing green nature with a leisurely pace to truly regenerate energy," Ms. Thu shared.
The family segment, especially multi-generational families, and group of close friends are accounting for a large proportion. A part of customers are willing to pay higher for private space, quality services and products designed according to needs.
Mr. Pham Van Bay - Director of Vietravel Retail Center in the North said that the trend of tour selection is also shifting towards flexibility and personalization. Besides traditional group tours, small group tours, private tours for families or groups of friends are more interested. Customers who have been to Japan, Korea or China many times tend to look for less popular areas, instead of returning to familiar routes.
Customers increasingly want to have a'breath' in the itinerary: less continuous travel, more free time, on-site experience and services suitable for each age group. Therefore, group tours today also have to change towards being more flexible and personalized, instead of applying a fixed itinerary for all customers," Mr. Bay said.
In terms of duration, domestic 3-4 day tours are chosen more by customers, while Asian outbound routes are popular with 5-day 4-night routes.
Airlines increase flights, businesses proactively source supply
Along with increased tour purchasing power, pressure on air tickets and aviation services is also placed during peak days. The Civil Aviation Authority of Vietnam has requested airlines to closely monitor booking and ticket sales to adjust plans and increase flights on routes with high demand, especially routes to and from Hanoi before and after the National Day holiday.
Airlines are required to maximize the capacity of the fleet, arrange sufficient manpower, and at the same time strictly implement regulations on domestic air transport prices and control ticket sales activities of agents, avoiding the situation of selling tickets at wrong prices. Large airports such as Noi Bai and Tan Son Nhat must also increase manpower and equipment to speed up procedures and reduce congestion during peak hours.
Faced with supply pressure, travel businesses have proactively worked with airlines, hotels and partners early to maintain ticket funds, rooms and services. According to Mr. Pham Van Bay, forecasting demand and keeping the number of seats in advance helps Vietravel limit the impact from price fluctuations close to the holiday.
The general level of tour prices in September this year has not increased significantly compared to the same period in 2025. Although during holidays, airfares, hotels and some services tend to be higher than usual due to increased demand concentrated in a short period of time, tour prices are still maintained relatively stable," Mr. Bay said.
For tourists who have not completed their plans, carefully checking their vacation schedule, comparing the above products with the same service standards and considering the total cost will help limit arising costs during the trip. In particular, customers should book services through official channels and reputable providers to ensure their rights and avoid risks during peak periods.
