Indian travellers are spending 84% more than last year, seeking deeper and slower holiday experiences

Holidays today are becoming a reflection of shifting values, growing affluence, and a desire for meaningful experiences over simply ticking destinations off a list. According to the latest India Holiday Report 2025 by Thomas Cook and SOTC Travel, Indians are travelling more often, spending more, and increasingly looking for unique, immersive holidays that match their lifestyle aspirations.

The findings reveal that 85% of respondents plan to travel more frequently in 2025, with 84% intending to spend more than they did last year. A growing share—65%—are also opting for longer vacations, indicating a definitive pivot toward slow travel and depth-first exploration. Interestingly, 60% of respondents cited social media and OTT platforms as key drivers influencing travel choices, closely followed by simplified visa access (44%) and improved connectivity (43%).

Rajeev Kale, President and Country Head, Holidays, MICE, Visa, Thomas Cook (India), says this shift is no longer just about places, but people. “The Indian traveller story is no longer just about destinations—it’s a reflection of evolving lifestyles and rising aspirations. Indians are not only travelling more but also increasing spending—choosing depth, discovery, and emotion over traditional sightseeing tours.”

That sentiment is echoed in the growing preference for experiential travel. A substantial 75% of respondents are opting for holidays rooted in unique experiences—whether it’s phenomenon-based travel like Japan’s cherry blossoms or Scandinavia’s midnight sun, safaris and self-drives, gastronomical holidays, or wellness retreats. Event tourism and spiritual travel are also gaining ground, particularly among younger cohorts.

“While multigenerational family segments continue to lead, we are seeing a strong emergence of new travel subsets like frolleagues (a portmanteau of friends and colleagues) and solo travellers. Our Holiday Report 25 reflects a strong shift towards offbeat travel and emerging destinations like phenomenon travel… We’re excited to witness the rapid evolution of Indian travellers and are curating exciting holidays that reflect this experience-first outlook.”

The traditional dominance of family travel continues, with 66% of respondents saying they prefer to travel with multi-generational families. However, the emergence of new travel cohorts—28% frolleagues, 10% solo travellers, and growing interest among empty nesters and female solo travellers—signals an important shift. These niche but growing segments are shaping demand for more flexible, tailored, and experience-heavy itineraries.

When it comes to destinations, the top domestic choices include Kashmir, Himachal Pradesh, Kerala, Goa, and the Andaman and Lakshadweep islands. Internationally, short-haul favourites like Thailand, Singapore, Malaysia, and Vietnam remain strong. But interest is also rising for long-haul, less conventional destinations such as Switzerland, France, Australia, New Zealand, South Korea, Japan, Turkey, and Russia. Countries like Norway, Greenland, and Iceland are increasingly appearing on Indian bucket lists—often driven by specific natural events or phenomena.

How Indians are booking holidays now

The report reveals a marked departure from hectic itineraries and rushed city-hopping. Instead, formats that prioritise comfort and immersion are gaining traction. About 45% of respondents now prefer cruise holidays—both ocean and river cruises—while 20% expressed interest in scenic train journeys. Guided tours remain popular, but preferences are split: 35% favour partially guided holidays, 33% opt for fully guided ones, and 32% plan their trips independently.

SOTC’s President and Country Head, Holidays & Corporate Tours, SD Nandakumar, sees this as a response to a maturing traveller base. “Indians are moving away from rushed itineraries in favour of comfort-first, immersive experiences. Slow travel is seeing an uptick… Interestingly, spiritual/pilgrimage tourism is on the rise—coupled with adventure tourism—and gaining popularity from young India’s millennials and Gen Z.”

The study also shows that Indian travellers are now increasingly omnichannel in how they research and book holidays. While 59% prefer digital platforms, a significant 68% continue to value the physical reassurance of retail outlets. In fact, many opt for a hybrid model—researching online and finalising bookings with expert assistance in person or over the phone.

“Booking behaviours have also shifted—while Indians are researching online, they continue to value expert guidance, making SOTC’s phygital (includes both physical and digital touchpoints) approach a key driver of trust and convenience,” says Nandakumar.

Interestingly, while still a developing trend, sustainability is becoming more important to Indian travellers. About 37% now actively consider eco-friendly options while planning trips, and 35% have engaged with AI tools—like itinerary planning assistants or language translation apps—to enhance their travel experience. This indicates a rising awareness of responsible tourism, particularly among younger consumers. The big takeaway: travel is no longer an occasional indulgence but a lifestyle priority for Indians. 

The report captures inputs from over 2500 consumers across various geographies and demographic cohorts.