When Customization Becomes Creepy: Vietnam’s Hotel Boom Takes a Shocking Turn as AI and Wellness Reshape Travel

Written By: Saoli Chakraborty

Saoli Chakraborty

I am a passionate content writer with 4 years of experience crafting compelling narratives across industries, with a heart that beats entirely for the travel world. Over the years, I have specialized in turning complex travel trends and industry data into engaging, high-impact stories. My expertise lies in writing for global audiences across the US, Ireland, and Australia, allowing me to seamlessly adapt my voice to fit different regional markets and professional demographics.

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September 7, 2026 3:34 AM

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The Vietnamese hospitality industry is at an exciting phase of development, but there is a lot more going on than the construction of new hotels and increased numbers of tourists. In an interview during Vietnam Hotel Innovation 2026, a senior official of Minor Hotels explained how Vietnam was becoming known as the most promising market in Southeast Asia and discussed such topics as wellness, elderly care, and personalized service enabled by artificial intelligence. There is one problem, however – too much personalization may easily become “creepy“. Travel And Tour World will introduce you to this emerging era of the hotel industry where technology and common sense, exploration of new areas by developers, and fierce competition between hotels come together.

Vietnam Emerges as a Hot Southeast Asian Hotel Market as Wellness, Senior Living and AI Reshape Hospitality

Vietnam is entering an exciting phase in its hospitality journey, with rising tourism, new infrastructure, and growing interest from hotel developers creating fresh opportunities across the country. At the Vietnam Hotel Innovation 2026 event, a senior executive from Minor Hotels shared insights into the market’s momentum, changing guest expectations, and the technologies shaping the future of hospitality.

According to the executive, Vietnam is currently one of the hottest hotel markets in Southeast Asia, with tourist arrivals recording significant growth and increasingly competing with Thailand’s strong regional position. Government support for tourism development and new infrastructure is also helping create an attractive environment for hotel investment and expansion.

Wellness and Senior Living Could Unlock New Hospitality Opportunities

Two trends particularly stand out: wellness and senior living.

The executive highlighted wellness as an area with considerable potential to attract more international visitors. Although the segment is already developing, there remains room for hotel owners and operators to introduce stronger wellness-focused concepts and experiences.

Senior living presents another emerging opportunity. The executive pointed to Vietnam’s coastal destinations, year-round favourable weather and comparatively affordable cost of living as factors that could appeal to retirees from Vietnam, the wider region and overseas.

This could open the door to hospitality concepts designed around longer stays, retirement and lifestyle experiences rather than traditional short-term tourism.

AI Is Bringing More Personalisation to Hotel Experiences

Technology is also becoming increasingly important across the hotel industry. The executive acknowledged that hospitality has historically been slower than some other sectors to adopt technology, but said that is changing.

Minor Hotels has been integrating businesses acquired over recent years while developing its wider technology ecosystem. The company is working with technology partners including Google and Salesforce to support the guest booking journey and experience management, with artificial intelligence playing an important role.

However, the executive stressed that personalisation needs balance

Too many choices can overwhelm guests, while excessive personalisation can become uncomfortable or “creepy.” The goal is therefore to use AI and human judgement together.

For example, a business traveller may have little interest in children’s activities or family excursions, while a family travelling with children may find those options highly relevant. Presenting the right choices based on the purpose of a trip can make the hotel experience more useful without flooding guests with irrelevant information.

Even seemingly simple preferences require a human touch. Knowing that a guest enjoys mango juice does not mean serving it at every meal or in every destination. Technology can provide useful information, but hotel employees still need the training and judgement to decide when and how to act on it.

An Asset-Light Strategy for Expansion

Vietnam is also becoming an important market for Minor Hotels’ development strategy.

The executive said the company’s primary focus in the market is an asset-light approach, working with both experienced and new developers to bring its brands to urban locations and major resort destinations.

The company is also open to unconventional partnerships. Projects in remote locations could create opportunities for distinctive and sustainable hotel experiences, showing that future hospitality development does not necessarily have to follow traditional destination models.

Standing Out Is the Biggest Challenge

Despite the opportunities, competition remains a major challenge.

With an expanding selection of hotels and internationally recognised brands, simply offering a five-star experience may no longer be enough. Hotels must find ways to distinguish themselves while delivering genuine value and creating excitement for guests.

The executive emphasised the importance of looking beyond accommodation and considering the wider travel experience. A successful hotel needs to give guests a reason to choose it, remember it, and return to it.

Vietnam Hotel Market Enters a Promising New Chapter

The discussion at Vietnam Hotel Innovation 2026 presented a market undergoing significant transformation. Tourism growth, infrastructure investment, wellness, senior living, technology, and new development models are creating multiple avenues for hospitality expansion.

For the global hotel industry, the message is clear: Vietnam deserves close attention as its tourism ecosystem develops and its destinations continue to evolve.

As developers and operators explore new concepts, the next phase could bring more diverse hotel experiences, smarter personalisation and the opening of destinations that have yet to reach their full tourism potential.