The Feed Effect: How Social Media Is Scripting India’s Travel Story

It was just another evening of aimlessly scrolling through Instagram when a reel stopped me in my tracks. Cascading emerald valleys, misty peaks of the Kanchenjunga, and vibrant Buddhist flags fluttering in the wind—the video proclaimed Sikkim as the next must-visit destination this year. In that moment, a seed was planted. I hadn’t been planning a trip, but suddenly, I was checking flights and homestays. That single reel, served up by an algorithm, didn’t just spark an idea; it showed how digital inspiration can turn into a travel decision within minutes.

This individual impulse reflects a national trend captured in the How India Travels 2025 report by Booking.com and Accenture. The study finds that the country’s travel decisions are increasingly powered by digital platforms and social storytelling, with social media now serving as the most powerful driver of destination discovery.

From Scrolls To Stays

Nearly three in four Indian travellers today say their destination choices are influenced by social or video content. Of those, 45 per cent book a trip immediately after seeing something online, while another 33 per cent do so later, once the idea takes hold. Only a small fraction, around two per cent, say they are never influenced by what they see on social platforms.

This rapid transition from inspiration to booking has blurred the boundaries between imagination and itinerary. A destination featured in a popular reel or web series can see demand spike almost overnight. Digital platforms like Instagram and YouTube have effectively collapsed the traditional travel funnel, from research to reservation, turning virtual wanderlust into measurable economic impact.

Influence As The New Value

The report observes that the modern Indian traveller’s idea of value has shifted from price to purpose. A £10,000-worth experience is often seen as more valuable than a £20,000 room, provided it includes unique add-ons—local cuisine, heritage walks or wellness credits. About 67 per cent of travellers say they are willing to book luxury stays only if these are bundled with exclusive experiences, loyalty benefits or special deals.

Rather than a single long annual holiday, travellers now prefer multiple shorter, high-intent breaks. Remote work, rising disposable incomes and the growing appeal of mid-week escapes have strengthened this pattern. Forty-two per cent of respondents take three to five trips a year, while 71 per cent describe their travel behaviour as more spontaneous than before.

The Visual Economy of Travel

The How India Travels 2025 report highlights the emergence of a “visual economy”, where destinations are chosen not just for what they offer but for how they appear and feel through a digital lens. Hotels and resorts are redesigning themselves around “Instagrammability”, with infinity pools, muraled walls and design-led interiors becoming part of their marketing identity.

Even established destinations are being rediscovered through this visual language. Kerala’s backwaters, Rajasthan’s dunes and Himachal’s mountain retreats are all being reframed for audiences that seek both authenticity and aesthetic appeal. The traditional holiday photo album has been replaced by curated online narratives that drive visibility, aspiration and bookings in equal measure.

Redefining Who Travels

Behind these trends lies a demographic transformation. The report identifies four distinct traveller personas driving the change. The Trip Architect, typically a woman aged between 26 and 55, now plays a decisive role in most family travel planning. The Unscripted Explorer, spanning the 28–43 age group, looks for flexible, design-driven getaways that balance comfort with social shareability. The Next-Gen Co-Pilot, representing children under 15, shapes family itineraries through the content they consume online. And the Timeless Traveller, aged over 60, is embracing technology to curate spiritual, cultural and heritage-focused journeys.

Together, these segments represent a traveller base that is digitally fluent, experience-oriented and less defined by income or age than by intent and influence.

Beyond the room

The digital influence extends to accommodation choices. The stay itself has become the attraction. Nearly four in five Indian travellers say they always or often seek unconventional or experimental experiences, and hotels are responding. In premium segments, non-room revenues—from food, wellness and events—already account for half of total income. Boutique stays, homestays and villas are increasingly preferred for leisure trips, signalling that alternative accommodation formats are no longer peripheral but central to India’s travel landscape.

Sustainability is another rising expectation. Travellers are willing to pay a modest premium for eco-friendly stays that combine comfort with responsibility. Brands such as ITC, Oberoi and Hyatt are investing in renewable energy, waste recycling and sustainable sourcing, aligning hospitality with environmental consciousness.

The Digital Travel Infrastructure

Technology now underpins every stage of travel—from discovery and planning to booking and check-in. Over half of Indian travellers are already familiar with generative AI in trip planning, valuing it for personalisation, crowd avoidance and community-friendly recommendations. Eighty-three per cent say AI makes travel easier, while 82 per cent appreciate its ability to simplify decision-making.

Payments are also being transformed. With 85 per cent of India’s digital transactions now routed through UPI, seamless checkout has become a norm. Buy Now, Pay Later options, e-wallets and flexible payment plans are expanding access, particularly for younger and tier-II city travellers. The shift from cash to digital has reduced friction and accelerated conversion at every stage.

Travel At The Speed of Influence

The How India Travels 2025 report projects that Indians will take nearly 5.2 billion trips by 2030, most of them domestic. Behind this momentum lies an ecosystem increasingly shaped by connectivity, creativity and content.

Social media is no longer a side influence—it is the main stage. The reel, the story, the short video: each has become a catalyst for exploration. The traveller’s journey begins not with a brochure or a billboard, but with an algorithm and a scroll. And in that scroll lies the future of how India travels.