HOW INDIA TRAVELS
2025
Havelock, Andamans
Fort Kochi, Kerala
Vypin, Kochi
Goa
Leh, Ladakh
Triund, Dharmashala
Havelock, Andamans
Fort Kochi, Kerala
Vypin, Kochi
Goa
Leh, Ladakh
Triund, Dharmashala
Havelock, Andamans
Fort Kochi, Kerala
Vypin, Kochi
Goa
Leh, Ladakh
Triund, Dharmashala
Havelock, Andamans
Fort Kochi, Kerala
Vypin, Kochi
Goa
Leh, Ladakh
Triund, Dharmashala
HOW INDIA TRAVELS
2025
Havelock, Andamans
11.9761° N, 92.9876° E
partly cloudy
C
Fort Kochi, Kerala
9.9658° N, 76.2421° E
partly cloudy
C
Vypin, Kochi
10.1024° N, 76.2044° E
partly cloudy
C
Goa
15.2993° N, 74.1240° E
partly cloudy
C
Leh, Ladakh
34.1526° N, 77.5771° E
partly cloudy
C
Triund, Dharmashala
32.2596° N, 76.3565° E
partly cloudy
C
Havelock, Andamans
11.9761° N, 92.9876° E
partly cloudy
C
Fort Kochi, Kerala
9.9658° N, 76.2421° E
partly cloudy
C
Vypin, Kochi
10.1024° N, 76.2044° E
partly cloudy
C
Goa
15.2993° N, 74.1240° E
partly cloudy
C
Leh, Ladakh
34.1526° N, 77.5771° E
partly cloudy
C
Triund, Dharmashala
32.2596° N, 76.3565° E
partly cloudy
C
Havelock, Andamans
11.9761° N, 92.9876° E
partly cloudy
C
Fort Kochi, Kerala
9.9658° N, 76.2421° E
partly cloudy
C
Vypin, Kochi
10.1024° N, 76.2044° E
partly cloudy
C
Goa
15.2993° N, 74.1240° E
partly cloudy
C
Leh, Ladakh
34.1526° N, 77.5771° E
partly cloudy
C
Triund, Dharmashala
32.2596° N, 76.3565° E
partly cloudy
C
Havelock, Andamans
11.9761° N, 92.9876° E
partly cloudy
C
Fort Kochi, Kerala
9.9658° N, 76.2421° E
partly cloudy
C
Vypin, Kochi
10.1024° N, 76.2044° E
partly cloudy
C
Goa
15.2993° N, 74.1240° E
partly cloudy
C
Leh, Ladakh
34.1526° N, 77.5771° E
partly cloudy
C
Triund, Dharmashala
32.2596° N, 76.3565° E
partly cloudy
C
in partnership with Accenture
AT A TIME WHEN INDIA’S DOMESTIC TRAVEL SEGMENT IS POISED FOR EXPLOSIVE GROWTH, OUR LENS NARROWS ON THE ACCOMMODATION SECTOR.
The domestic travel segment is not just a market; it is a foundation of stability and growth, driven by a new generation of travellers who defy traditional labels and are redefining what a journey means. They're not just booking a room; they're curating an experience. They are looking for meaning and value, not just a low price.
THE NEW INDIAN TRAVELLER
DEFYING ARCHETYPES
THE NEW INDIAN TRAVELLER
dEFYING ARCHETYPES
THE NEW INDIAN TRAVELLER
DEFYING ARCHETYPES
FOUR DISTINCT TRAVELLER PERSONAS ARE RESHAPING INDIA'S TRAVEL SCENE
FOUR DISTINCT TRAVELLER PERSONAS ARE RESHAPING INDIA'S TRAVEL SCENE
Our research identifies four distinct traveller personas that are reshaping India’s travel scene. These are not just age groups or gender demographics, but mindsets defined by motivation, influence, and a new vision of what a journey should be.
Our research identifies four distinct traveller personas that are reshaping India’s travel scene. These are not just age groups or gender demographics, but mindsets defined by motivation, influence, and a new vision of what a journey should be.
Our research identifies
Our research identifies
four distinct traveller personas
four distinct traveller pERSONAS
THAT ARE RESHAPING INDIA'S TRAVEL SCENE.
THAT ARE RESHAPING INDIA'S TRAVEL SCENE.
ROLE:
Shape family choices, nudging everything from hotel picks and pool preferences to activities and dining
Why it matters:
Older travellers are not slowing down; they’re stepping out. Premium stays in spiritual hubs like Ayodhya’s new resorts or heritage bungalows in Varanasi are key examples of this trend.
Custom-curated touches that let them feel a step ahead of the crowd.
Extra
pull
Next-gen co-pilots
(Under 15)
ROLE:
Own the entire travel plan: from picking destinations to setting budgets, shaping itineraries, and booking details
Why it matters:
Women are driving travel:
73% of our respondents said women now play a more
active role in decision-making than ever before.
Selfie-ready corners and design-led spaces worth sharing.
Extra
pull
TRIP ARCHITECTS
(26-55 | PRIMARILY WOMEN)
ROLE:
Travel to unwind, usually in a group and centred around a milestone occasion, with a clear experience or theme in mind: wellness, food, nature, or just a change of pace
Why it matters:
This cohort is redefining luxury as personal relevance. These travellers will splurge on an artisan villa with spa credits and will expect frictionless digital check-ins and UPI at checkout.
One-click booking journeys that bundle stays, upgrades and extras on a single platform.
Extra
pull
unscripted explorers
(28-43)
ROLE:
Travel to reconnect—with heritage, memory, wellbeing, or a sense of cultural depth
Why it matters:
Older travellers are not slowing down; they’re stepping out. Premium stays in spiritual hubs like Ayodhya’s new resorts or heritage bungalows in Varanasi are key examples of this trend.
Trusted recommendations, warm service, and experiences that offer both discovery and ease.
Extra
pull
timeless travellers
(60+)
67%
of travellers would book luxury stays, but only if bundled with deals, exclusive experiences, or loyalty-based benefits
of travellers would book luxury stays, but only if bundled with deals, exclusive experiences, or loyalty-based benefits.
40%
of travellers booked directly/immediately after seeing something on social media
SOCIAL MEDIA’S IMPACT ON TRAVEL
Our survey revealed that nearly three in four Indian travellers choose destinations influenced by social and video content. A single mention in a web series or celebrity vlog can quickly shift demand, fuelled by cinematic content, influencer trails, and a growing aspiration to follow in the footsteps of celebrities and creators.
67%
of travellers would book luxury stays, but only if bundled with deals, exclusive experiences, or loyalty-based benefits
40%
of travellers booked directly after seeing something on social media
SOCIAL MEDIA’S IMPACT ON TRAVEL
Our survey revealed that nearly three in four Indian travellers choose destinations influenced by social and video content. A single mention in a web series or celebrity vlog can quickly shift demand, fuelled by cinematic content, influencer trails, and a growing aspiration to follow in the footsteps of celebrities and creators.
“Women-led groups are growing. In Goa, bachelorette parties are a huge market. In Varanasi, older women travel in groups for spiritual reasons. Almost 70% of our solo bookers in Delhi are women. Design, safety, and reviews matter. We're not building women-only experiences yet, but it is a big opportunity”
PRANAV DANGI
Founder, The Hosteller
“Women-led groups are growing. In Goa, bachelorette parties are a huge market. In Varanasi, older women travel in groups for spiritual reasons. Almost 70% of our solo bookers in Delhi are women. Design, safety, and reviews matter. We're not building women-only experiences yet, but it is a big opportunity”
PRANAV DANGI
Founder, The Hosteller
ACCOMMODATION = ATTRACTION
WHEN THE STAY IS THE HOLIDAY
ACCOMMODATION = ATTRACTION
WHEN THE STAY IS THE HOLIDAY
ACCOMMODATION = ATTRACTION
WHEN THE STAY IS THE HOLIDAY
THE TRAVEL FUNNEL HASN'T DISAPPEARED; IT'S BEEN REPLACED
THE TRAVEL FUNNEL HASN'T DISAPPEARED; IT'S BEEN REPLACED
Economic value has shifted from commodities to services and now to experiences. For hospitality providers, the room is no longer the only product as curated experiences drive growth and loyalty. That is why most Indian travellers are now increasingly willing to spend more time at the hotel than in other countries.
Economic value has shifted from commodities to services and now to experiences. For hospitality providers, the room is no longer the only product as curated experiences drive growth and loyalty. That is why most Indian travellers are now increasingly willing to spend more time at the hotel than in other countries.
“Leisure travelers, in particular, are seeking immersive and memorable experiences that go beyond the room. We’re seeing a strong uptick in demand for wellness offerings, culinary journeys, and curated local experiences that reflect the cultural richness of our surroundings. These elements are no longer optional; they are becoming essential to guest satisfaction and loyalty.”
MONISHA DEWAN
VP Sales and Distribution South Asia, Marriott International
80%
of Indian travellers spend most of the time at Hotel in 2025
of Indian travellers spend most of the time at Hotel in 2025
50%
Non-room revenue now accounts for about 50% of income
RARE FINDS
As travellers prioritise on-property experience, once "hard-to-access" places are now prized as rare finds—not just for their setting but for what the stay itself delivers.
“Leisure travelers, in particular, are seeking immersive and memorable experiences that go beyond the room. We’re seeing a strong uptick in demand for wellness offerings, culinary journeys, and curated local experiences that reflect the cultural richness of our surroundings. These elements are no longer optional; they are becoming essential to guest satisfaction and loyalty.”
MONISHA DEWAN
VP Sales and Distribution South Asia, Marriott International
“Leisure travelers, in particular, are seeking immersive and memorable experiences that go beyond the room. We’re seeing a strong uptick in demand for wellness offerings, culinary journeys, and curated local experiences that reflect the cultural richness of our surroundings. These elements are no longer optional; they are becoming essential to guest satisfaction and loyalty.”
MONISHA DEWAN
VP Sales and Distribution South Asia, Marriott International
80%
of Indian travellers spend most of the time at Hotel in 2025
50%
Non-room revenue now accounts for about 50% of income
RARE FINDS
As traveller's prioritise on-property experience, once "hard-to-access" places are now prized as rare finds—not just for their setting but for what the stay itself delivers.
80% OF INDIAN TRAVELLERS SPEND MOST OF THE TIME AT HOTEL IN 2025
80% OF INDIAN TRAVELLERS SPEND MOST OF THE TIME AT HOTEL IN 2025
The global average is 51%.
The global average is 51%
DIGITAL NOW:
TRAVEL'S INVISIBLE INFRASTRUCTURE
DIGITAL NOW:
TRAVEL'S INVISIBLE INFRASTRUCTURE
DIGITAL NOW:
TRAVEL'S INVISIBLE INFRASTRUCTURE
PAYMENT INNOVATIONS: EMPOWERING THE MODERN INDIAN TRAVELLER
PAYMENT INNOVATIONS: EMPOWERING THE MODERN INDIAN TRAVELLER
India’s major wallets and payment providers are no longer peripheral. They’re embedding travel services directly into their ecosystems. UPI now accounts for over 85% of India’s retail digital payments. With innovations like UPI 3.0’s voice-pay, tap and pay, and merchant-led auto debit, travellers are navigating booking journeys without ever leaving their favourite app.
India’s major wallets and payment providers are no longer peripheral. They’re embedding travel services directly into their ecosystems. UPI now accounts for over 85% of India’s retail digital payments. With innovations like UPI 3.0’s voice-pay, tap and pay, and merchant-led auto debit, travellers are navigating booking journeys without ever leaving their favourite app.
“Leisure travelers, in particular, are seeking immersive and memorable experiences that go beyond the room. We’re seeing a strong uptick in demand for wellness offerings, culinary journeys, and curated local experiences that reflect the cultural richness of our surroundings. These elements are no longer optional; they are becoming essential to guest satisfaction and loyalty.”
MONISHA DEWAN
VP Sales and Distribution South Asia, Marriott International
85%
UPI now accounts for over 85% of India’s retail digital payments
UPI now accounts for over 85% of India’s retail digital payments
40%
of consumers in Tier III-VI cities using digital payment services on a daily basis according to Chase India’s The State of Digital Payments in India report
In 2025, the BNPL travel segment saw hotel booking fulfilment rates surge 70% year-on-year, led by mobile-native Gen Z's appetite for deferred spending and impulse booking.
“I book based on what shows up on my ‘For You’ page. A reel about an under-the radar- heritage stay, I’m there next weekend. I don’t over-plan–but I know exactly what I want: comfort, novelty, and a few good photos.”
JATIN KHANNA
CEO, Sarovar Hotels
“UPI and wallet payments, while not influencing booking intent, have significantly enhanced transaction convenience. As a result, cash now accounts for just 1–2% of volumes, down sharply from a few years ago.”
JATIN KHANNA
CEO, Sarovar Hotels
85%
UPI now accounts for over 85% of India’s retail digital payments
40%
of consumers in Tier III-VI cities using digital payment services on a daily basis according to Chase India’s The State of Digital Payments in India report
As traveller's prioritise on-property experience, once "hard-to-access" places are now prized as rare finds—not just for their setting but for what the stay itself delivers.
HOW AI IS RESHAPING THE JOURNEY
HOW AI IS RESHAPING THE JOURNEY
Accenture’s recent report, The Travel Industry’s New Trip, states that more than
Accenture’s recent report, The Travel Industry’s New Trip, states that more than
97% TRAVELLERS WANT A 'SUPERAPP'
97% TRAVELLERS WANT A 'SUPERAPP'
A single platform that can stitch together personalised destination ideas, flights, hotels, dining, and local experiences.
A single platform that can stitch together personalised destination ideas, flights, hotels, dining, and local experiences.
BUILDING FOR
THE NEXT FIVE BILLION JOURNEYS
BUILDING FOR
THE NEXT FIVE BILLION JOURNEYS
BUILDING FOR
THE NEXT FIVE BILLION JOURNEYS
STRATEGIC PRIORITIES FOR RESETTING THE HOSPITALITY OPERATOR
STRATEGIC PRIORITIES FOR RESETTING THE HOSPITALITY OPERATOR
Reimagine accommodations by moving beyond the one-size-fits-all bed and board model that wields price as its only selling point. The stay now includes everything beyond the guestroom—from distinctive property features to curated experiences—all designed to deliver real value for specific traveller profiles. - Diversify your interests.Growth lies in expanding beyond the obvious. Tier-II, III cities and beyond are the next engines of growth, both in terms of demand and supply.
- Leverage the full power of the digital platform. As bookings continue to shift online, optimise digital storefronts to capture the widening shift. It’s essential to track the traveller’s shift towards using generative AI for inspiration and search — and to follow that journey through to booking, by offering flexible, friction-free payment options now made possible by advances in fintech.
- Reimagine accommodations by moving beyond the one-size-fits-all bed and board model that wields price as its only selling point. - Tier-II, III cities and beyond are the next engines of growth - As bookings continue to shift online, optimise digital storefronts to capture the widening shift
5 Billion
By 2030, Indians will take nearly 5 billion trips
As traveller's prioritise on-property experience, once "hard-to-access" places are now prized as rare finds—not just for their setting but for what the stay itself delivers.
5 Billion
By 2030, Indians will take nearly 5 billion trips
By 2030, Indians will take nearly 5 billion trips
The challenge, and the opportunity, is to meet that momentum with intent—by adapting to evolving preferences, expanding relevant supply, strengthening physical and digital infrastructure, and placing the modern Indian traveller at the heart of hospitality growth.
“Swadesh Darshan, and PRASHAD are enabling access to emerging destinations, but it is the private sector that must inject dynamism and bridge the room shortfall.”
SUMAR BILLA
Director General, Ministry of Tourism, Government of India
“Swadesh Darshan, and PRASHAD are enabling access to emerging destinations, but it is the private sector that must inject dynamism and bridge the room shortfall.”
SUMAR BILLA
Director General, Ministry of Tourism, Government of India
TOP THREE POLICY IMPERATIVES
TO POWER TRAVEL
TOP THREE POLICY IMPERATIVES
TO POWER TRAVEL
01
Flagship initiatives like UDAN, PRASHAD and Swadesh Darshan have shown that government efforts almost always lead to growing industry investments in developing critical travel infrastructure that’s critical to attract and host tourists.
Flagship initiatives like UDAN, PRASHAD and Swadesh Darshan have shown that government efforts almost always lead to growing industry investments in developing critical travel infrastructure that’s critical to attract and host tourists.
02
Short-term rentals and other forms of alternative accommodation represent
the next frontier of supply growth.
Short-term rentals and other forms of alternative accommodation represent
the next frontier of supply growth.
03
Anchor growth in sustainability and inclusion to future-proof the sector.
Anchor growth in sustainability and inclusion to future-proof the sector.
“Leisure travelers, in particular, are seeking immersive and memorable experiences that go beyond the room. We’re seeing a strong uptick in demand for wellness offerings, culinary journeys, and curated local experiences that reflect the cultural richness of our surroundings. These elements are no longer optional; they are becoming essential to guest satisfaction and loyalty.”
MONISHA DEWAN
VP Sales and Distribution South Asia, Marriott International
About Booking.com:
Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out oftravel, Booking.com’s marketplace seamlessly connects millions of travelers with memorable experiences every day.
For more information, follow @bookingcom on social media or visit globalnews.booking.com.
About Booking.com:
Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out oftravel, Booking.com’s marketplace seamlessly connects millions of travelers with memorable experiences every day.
For more information, follow @bookingcom on social media or visit globalnews.booking.com.