Gen Z uses social networks, and AI makes its travel schedule

Chi Bao, 25, said he often uses AI chatbots and social networks to find destination information and plan trips.

Before every trip, Chi Bao, a communications officer at a company in Ho Chi Minh City, said he opens Facebook, Instagram, and TikTok groups to read feedback from prior travellers before making travel arrangements. But since the beginning of the year, a series of information about ChatGPT made Bao curious, and since then, he "regularly uses artificial intelligence chatbot applications" combined with social networks to "find out destination information and plan itinerary" for the trip.

Bao said his "approach to outings" differs greatly from previous generations. Bao frequently "did his research," claiming that actively looking for information from different sources helped him "understand the destination better", but his parents constantly sought assistance from advisors at travel agencies.

Singapore travel itinerary suggested by Poe Ai based on user requests. Photo: Ha Thu

According to the male media employee, the information from travel companies is "very useful and complete", but he always feels like they advertise well to get customers to close their tours quickly. "The schedule hasn't changed much over the years; for example, the 2019 Phoenix Ancient Town tour is the same as 2023; there's nothing new," Bao said. For him, "the phone contains every function, from renting a lodging to booking a ticket. I try new things and switch hotels every time I make a reservation.

The Millennial generation (1980–2000) and Gen Z (born between 1997–2012) are referred to as "digital customers" by certain travel industry professionals. User behaviour research report on Klook, an e-commerce platform for experiences and travel, published on October 4, shows that 54% of Gen Z in the Asia-Pacific region and 69% of Gen Z in Vietnam use social networks as the first tool to find information, inspiration and plan a trip. 73% of Vietnamese Gen Z consider reviews and recommendations on social networks as "reliable" sources before deciding to book tickets or rooms.
Not only the K.AI chatbot, but Vietnamese young people also have other options to search for information and build travel schedules like Poe AI chatbox. Ha Thu, a graphic artist from Ho Chi Minh City who is 27 years old, asked for a "quite detailed" schedule for a four-day, three-night vacation to Singapore for two individuals in October.

Mr. CS Soong, deputy general director of market development of Klook, announced a report on the Vietnamese tourism market at a press conference on October 4. Photo: Bich Phuong

Thu claimed that although this chatbot suggests "famous and familiar" locations, it provides quick and complete results. She rated the chatbot's suggested schedule only 6/10 points. Suppose you want the chatbot to provide more specific information. In that case, users must ask for detailed opening times, ticket prices, and eating places in each neighbourhood or street. "The tool is convenient but incomplete; visitors still need to learn more from other sources proactively," Thu said.

According to a survey by travel market research company The Oubox, in the first quarter of 2023, 80% of Vietnamese tourists, mainly Gen Z and Millennial generations, choose to travel independently with family, friends or alone. In 2019, this index was about 60%. The proportion of Vietnamese tourists travelling independently in the second quarter increased by 4.2 percentage points compared to the first quarter. According to the poll, the tendency is influenced by how far information technology and tourism communication platforms have developed.