I. Decoding the behavioral and psychological changes of Gen Z in the 2026 summer travel season: The key to helping banks understand spending barriers

We are standing before a consumer generation completely different from anything the financial industry has ever known. With 16 million individuals in Vietnam, Gen Z is not just a potential customer target; they are digital citizens who are reshaping the entire game. With 98% owning a smartphone and being the main driving force behind the 47% growth in electronic transactions, Gen Z officially establishes its position as the “First Cashless Generation.”

Decoding the “Financial Paradox” in the travel trends of Gen Z 

Source: Novaon Digital

However, their 2026 summer travel picture contains a challenging paradox for banks. On one hand, the desire to travel is at a record high, with nearly 54% planning to travel more. On the other hand, economic pressure is significant, as 67% of this group’s income still fails to meet consumption expectations. At this very intersection, Brand Experience (BX) is no longer an option but has become the core solution for banks to connect with them through 3 identifying characteristics:

• “Addicted” to AI: 81% of Vietnamese Gen Z use AI to personalize travel plans. Search volume for the phrase “AI concierge” has skyrocketed by 350%.
• Smart Spending: Instead of luxury trips, they choose to travel frequently but for short durations (averaging 6 trips/year, each lasting 4-7 days).
• Value-seeking mindset: 56% prioritize accommodation budgets under 50 USD (about 1.3 million VND) per night. They are gradually shifting toward a trend of economical consumption.

II. 4 Brand Experience (BX) solutions to help businesses fully meet the travel behaviors of Gen Z

To truly capture the “Share of mind” of Gen Z in the summer of 2026, banks need to shift their focus from promoting product features to creating experiential values. Below are 4 Brand Experience solutions proposed by Novaon Digital that have the potential to create engagement between banking – financial brands and Gen Z customers this summer:

1. Utility Experience: From “Transaction Portal” to “Proactive Financial Advisor”

In the context where 81% of Vietnamese Gen Z are using AI to optimize itineraries, banks cannot stop at the role of being a place to store currency. The utility experience needs to be upgraded into an “Embedded Finance” ecosystem, where spending decisions are supported by smart data.

• Upgrading Smart Tracking to Predictive Budgeting: Instead of just sending notifications that “airfares have dropped” in the traditional way, the integrated AI system needs to analyze deeper based on actual spending behavior. For example, when identifying that the fare to Da Lat has dropped to 1.2 million VND, the App will calculate: “Based on your existing travel budget, if you book right now, you will save 500,000 VND – just enough for an evening enjoying local specialties at the destination.”
• “Price after privileges” ecosystem: Gen Z is extremely sensitive to “Value-for-money” when 56% prioritize budgets under 50 USD/night. The App interface needs to visually display the actual price after applying Cashback or card discounts, helping customers see immediate benefits instead of having to calculate themselves.
• Travel Subscription model: The Agency proposes designing a “Travel Pass” package with a fixed membership fee (e.g., 99,000 VND/month). This package is not just a financial product but an experience commitment: including automatic travel insurance, free foreign exchange conversion, and priority support from an AI Concierge 24/7.

2. Always-on Presence: Empathy on every “Digital Footprint”

Data from Vericast indicates that maintaining a continuous presence over 150 days yields a response rate 4 times higher than short-term explosive campaigns. With a generation that travels up to 6 times a year, banks must be present in every “Micro-moment” of the digital journey.

Secrets to optimizing ROI through a long-term approach (Always-on Marketing)

 Source: Novaon Digital

• Screenshot-to-Plan – Turning inspiration into action: Gen Z has a habit of taking screenshots of destinations on TikTok/Instagram but often forgets them in their photo galleries. Banks can leverage Gemini technology in Maps to automatically recognize locations from screenshots and send Push Notifications with card offers at that exact location.
• Social-First Experience: Instead of running disruptive ad banners, banks should appear through “Travel Hack” content with KOCs. Short videos instructing “How to use your card to get a room upgrade” or “How to optimize reward points for a 0 VND trip” will create more natural empathy and trust.

3. In-person Experience: “Seamless & Event-led”

Brand experience is truly “tested by fire” when customers leave their phone screens and step into their actual journey. This is when banks need to prove their understanding through exclusive offline touchpoints.

• Event-Led Banking: With 21% of Gen Z traveling for music events and festivals, banks need to set up “Priority Booths” right at the scene. Here, cardholders receive not only financial support but also experiential values: high-speed charging areas, free wifi for livestreaming, or a dedicated Fast-track lane for quick event check-in.
• Hyper-local focus: 49% of Gen Z tend to choose “Hidden Gems” (less popular destinations) to optimize costs and seek uniqueness. The Agency proposes that banks build a network of links with local businesses to provide exclusive offers at indigenous eateries and cafes that international platforms often overlook.
• Seamless Payment: Promoting the integration of Apple Pay or contactless QR will help customers enjoy their trips hands-free. The feeling of smooth payment, without worrying about security or physical wallets, is the pinnacle of the modern brand experience.

4. Social & Collective Experience

Vietnamese travel behavior is highly collective: 61% travel with family and 68% always consult relatives for major expenses. Banks need to transform personal financial tools into social connection tools.

• Social Finance: Develop a “Shared Travel Wallet” feature directly on the App. This feature allows groups of friends or families to contribute to a budget, track shared spending transparently, and automate bill-splitting after the trip, completely eliminating money troubles after every outing.
• Family Link: Create product packages where children (Gen Z) spend but parents can still supervise, and the whole family accumulates shared travel reward points. This hits the psychological mark of valuing family values among Vietnamese people.
• UGC “Smart-flex”: The Agency proposes campaigns that encourage users to share (flex) their “smart travel” journeys. When customers proudly show off that they have “conquered” a luxury destination with an optimized budget thanks to the bank’s solution, that is when the brand value spreads most powerfully.

III. Outstanding financial – banking Brand Experience summer campaigns from Novaon Digital

1. Vietbank – “Sức sống hè mới” (New Summer Vitality): When digital strategy hits the saver’s psychology

In the context of a summer financial market saturated with interest rate races, Vietbank created a difference by shifting the focus from “numerical competition” to “emotional creation.” The “Sức sống hè mới” campaign was designed with a dual goal: elevating brand awareness in the digital space and driving online savings account opening behavior.

Vietbank’s “Sức sống hè mới” Campaign 

Source: Novaon Digital

Strategic Actions:

• Performance: Implemented a modern promotion program with practical gifts (suitcases, canvas bags) and integrated interactive games such as a lucky wheel directly on the Vietbank Digital app. These activities acted as a direct “push” to drive account opening and service usage.
• Branding: Collaborated with Novaon Digital to produce a series of short videos on social media to spread the message naturally, helping the brand appear more accessible and vivid in the minds of customers.
• Optimization: Operated a multi-platform advertising system (Google, Facebook) targeting strategic keywords such as “savings” and “interest rates,” ensuring the message reached the right audience and optimized conversion rates.

Results:

• Achieved 68% of the planned KPI.
• CTR (Click-Through Rate) exceeded the industry average for keywords: “savings gifts”, “high bank interest rates”, etc.

2. BAC A BANK – “Rực rỡ hè sang – Rộn ràng quà tặng”: Momentum from a multi-point access strategy

During the summer capital mobilization peak, when banks were racing with incentives, BAC A BANK faced the problem of how to prevent promotional messages from blending in and how to support sales effectively. The central goal was to increase program awareness, reach deep into potential customer segments, and drive sales through digital touchpoints.

BAC A BANK’s “Rực rỡ hè sang – Rộn ràng quà tặng” Campaign

 Source: Novaon Digital

To optimize the customer journey, Novaon Digital implemented a Multi-channel approach combining Branding and Performance.

• Regarding Performance: The Google Search system focused on high-intent keywords such as “savings,” combined with Remarketing tags to continuously follow and remind users who had previously visited the website.
• Regarding Branding: Banner ads (GDN) were widely deployed across reputable e-newspapers (Saostar, 24h, VTC, etc.) under Finance and Family topics to create maximum coverage. Simultaneously, Facebook Ads with Page Post and Video View formats were optimized to attract engagement and drive users to the Landing Page.

This approach helped the brand not only appear exactly when customers had a need but also built trust through a prestigious presence on major platforms. The campaign effectively converted user interest into quality traffic, providing powerful support for advisory activities at branches.

Results:

• Achieved millions of impressions via GDN channels on major news sites.
• Attracted over 200,000 clicks to the website from Facebook.
• Dominated display positions for core keywords: “Savings,” “bank savings.”

IV. Conclusion

In the summer of 2026, as the interest rate race gradually saturates, Brand Experience (BX) is the key for banks to empathize with the Gen Z paradox: a record-high desire to travel despite significant financial pressure. In a context of fierce media competition, brands need to change their marketing mindset:

• Understanding the “Smart Spending” psychology: Banks should not just be a place to hold money but must become AI assistants (trusted by 81% of Gen Z) that help optimize value for every cent spent.
• Shifting to a holistic experience: Instead of promoting features, it is necessary to create a seamless journey from being a “financial advisor” on the App and being present in every digital moment (Micro-moments) to offering “invisible” payment privileges at the destination.

To thoroughly solve this problem, Novaon Digital provides specialized BX solutions for the financial industry based on the SCT (Strategy-Creative-Technology) system. We accompany banks in accurately empathizing with user intent (Intent-driven), transforming the impersonal convenience of technology into a solid brand bond throughout the financial life cycle.