How experiential tourism is shaping the future of travel

With immersive travel becoming a buzz word among millennials and Gen Z, traditional vacations involving touch-and-go sojourns to a destination, are passe. New Age travellers are seeking a stronger connect with a place’s culture, traditions and spirit to feel its pulse, live its stories, and participate in all its experiences.

Hoteliers say immersive travel isn't just a `trend’ but increasingly the essence of travel itself. “With 74% of Millennials and Gen Z valuing authentic cultural experiences, we’ve crafted unique journeys—from local culinary trails to cultural workshops—that let travellers taste, touch, hear, see, and feel the heritage, culture, cuisine, history and geography of a place. Our focus on ‘Discoveries & Experiences’ is designed to engage all five senses, offering guests a deeper connect to the very soul of every destination,” says Harinath Mohanasundaram, Senior Vice President Marketing and Communications, Sterling Holiday Resorts which boasts of 60 properties in its portfolio across India.  

A Toast to the Coast

At the company’s award-winning Sterling Puri resort, sprawling over 15 acres near the Dhaudia River estuary overlooking the Bay of Bengal, guests can enjoy a quintessentially Odiya experience rooted in tradition. Sea facing rooms overlook a syrupy sunrise and views of fishermen at work with a sonorous oceanic soundtrack adding to the wholesome coastal experience.

The resort’s 112 suites accoutred with traditional Pattachitra artwork and  Sambalpuri silk soft furnishings; excursions to Puri’s storied Chilka Lake (a playground for exotic avifauna and dolphins) and a trip to Raghurajpur heritage village to watch artisans practise the ancient Pattachitra art offer a deep dive into regional culture. Gotipua dance performances by men dressed in women’s attire are also part of guest experiential. At the nearby Pipili hamlet one can interact with craftsmen practising applique art while at the Sand Art Museum one can craft one’s own sand sculptures.  

Gastronomy takes cultural immersion further with the inhouse restaurant Amo Odisha serving traditional Odia thalis with signature dishes like dalma (a lentil and vegetable curry) and Dab Chingudi (prawns in a coconut milk gravy served in a green coconut shell) and chena poda. The Chappan Bhog dining experience featuring 56 dishes -- inspired by the temple kitchens of Lord Jagannath – is a nod to classic Odishi flavours.

Jaunts in The Jungle

With India's wildlife tourism market growing exponentially, immersive jungle experiences are top of travellers’ preferences. Consequently, branded hotel rooms near wildlife destinations have surged from 1,139 in 2022 to 2,793 this year, a 145% increase, driven by skyrocketing interest in wildlife conservation and sustainable tourism. Designed as India’s first jungle themed resort, the freshly minted AamaGhati Wildlife Resort in Ranthambore, named after the picturesque mango tree-lined ravine in the Ranthambore Sanctuary, offers a bespoke jungle experience.

Spread over 5.3 acres of verdant landscape, its design blends heritage with innovative architecture leveraging use of mud, cow dung and lime plaster to whittle down cement usage. The rustic look mimics a traditional village house with bamboo, wicker roofs and teak logs. Conceptualized by pioneers of mud architecture, the late Revathi and Vasant Kamath, the resort’s wildlife themed luxury tents are named Mr. Bond, Sundari, Charger or 'T' (e.g., T-17) just as how Ranthambore’s tigers are identified.

The bar (Johra Bohra) and the restaurant (Badal Mahal) hark back to the liquor cellars, granaries, and garrison dining halls of yore. At sunrise, guests can enjoy sweeping forest views while tuning into twitter of a different kind! High tea with folk performances; tribal women crafting lac bangles as well stargazing and game drives to the Ranthambore National Park reinforce the immersive experience.

“We offer our guests a deep dive into Ranthambore’s culture through  authentic cuisine, arts, crafts, and interactions with locals which happens through our staff as most of them are locally hired,” informs General Manager, Ravindra Nath Purohit.  “Travel has long been a means of relaxation and exploration. But in recent years, people are seeking more meaningful experiences making travel a powerful catalyst for self-discovery and personal growth. From traditional folk performance to inviting local craftsmen to showcase their art and delicious live interactive kitchens, we offer full cultural immersion to our guests.”

Sustainability Ahoy!

A thrilling jungle experience is also what the freshly-launched Sterling Tipeshwar offers. Nestling within the lush 148-sq km Tipeshwar Tiger Sanctuary, home to the majestic Bengal tigers, leopards, sloth bears, and a variety of birds, the resort’s tents featuring wildlife-inspired motifs and private sit-outs amplify the jungle experience. As also personalized barbecues under the stars; guided safaris, nature walks, and storytelling sessions about the legendary `Golden Tiger’. The resort’s green heart “Adavi”, a lush meadow nurturing over 50 fruit-bearing trees, bolsters the local ecosystem while reinforcing the need for mindful travel.

The restaurant ‘Sparrow’  serves Telangana and Maharashtrian delicacies with long-lost recipes handpicked from the heartlands of Vidarbha, Kolhapur, Khandesh, Adilabad and Coastal Andhra. From tangy Khandesi Mutton Sukka and soulful Sabudana Khichdi to flavour-charged Guthi Vankaya and Nellore Chepala Pulusu, each dish tells a story of regional traditions and taste.

Set Jetting Drives Footfalls

With `set jetting’ – or travellers visiting sets of their favourite movies and OTT series – a strong immersive travel trend in 2025, top end luxury resorts are witnessing surging footfalls. One such resort is Jetwing Saman Villas, most famous as the lavish set for Bollywood actor Anil Kapoor-starrer blockbuster OTT series `Night Manager’. Located in Bentota, Sri Lanka, the property is drawing cash-lush Indians seeking glamorous holiday experiences. Perched on a rocky outcrop dividing two surf-swept beaches and emerald  coconut plantations, the property is located in the quiet fishing village of Aruruwella. As Sri Lanka’s first boutique hotel, it  offers 26 capacious villas overlooking secluded beaches serviced by unobtrusive butlers.

Once you’re done marvelling at its spectacular location, give in to the ministrations of the masseur at the spa set amidst tinkling water bodies. She will tell you how Kapoor dropped in here daily to maintain his chiselled physique. Especially curated gastronomic experiences -- beneath the stars, on a moonlight-drenched beach, or perched on a rock as the waves break beneath you – are also on offer. Art afficionados can sign up for a reed tote bag making session with an artisan. Or visit adjacent Lunuganga to view the stunning country home of late Sri Lankan architect Geoffrey Bawa, the guru of tropical modernism style of architecture who has inspired designers around the world!

Spa-cation for healing and healthfulness

For digital natives, travel has also become a way to disconnect from the whirligig of daily life and professional pressures. Whether it’s a quiet mountain retreat, a wellness-focused journey to a tranquil town, or unwinding at a secluded spa resort, mindful escapes are encouraging healing and healthfulness.

One such retreat is the Geoffrey Bawa-designed Jetwing Lagoon luxury resort in Negombo, Sri Lanka. Nestled between a peaceful lagoon and the sparkling Indian Ocean, Sri Lanka’s very first resort marked Bawa’s foray into hotel architecture embodying his unique touch in every nook and corner — landscapes leveraging natural light and ventilation, sunlit courtyards, earthen tones and rustic accents which induce calmness. Every aspect of the architect’s design, which was about finding synergies with the natural world, are reflected in the hotel.

Designed with wellness in mind, each of the hotel’s suites includes a private treatment room, expansive living areas and a spacious balcony overlooking the glutinous ocean. the property also features a striking entrance pavilion, a gym, a mediation and yoga room and Sri Lanka’s longest pool—a shimmering 100-meter expanse of blue. Traditional ayurvedic and Sri Lankan therapies and treatments at the spa offer total relaxation and rejuvenation for a unique cultural immersion.