Indian Travellers Turn Stays Into Memorable Experiences: Booking.com

India’s domestic travel landscape is shifting dramatically. According to Booking.com’s “How India Travels 2025” report, travellers are now placing accommodation at the centre of their journey rather than treating it as a backdrop. A remarkable 80 per cent of Indian travellers plan to spend most of their time at the property, well which is actually above the global average of 51 per cent.

The New Indian Traveller

Women, especially aged 26–55, lead travel planning, prioritising safety, flexibility, and cultural immersion. In fact, 73 per cent of respondents say women now direct destination selection, budgeting, and itineraries. Younger family members under 15 wield “veto” power over hotel choices and activities, while 28–43-year-old “Unscripted Explorers” seek short, themed trips focused on wellness, food, or nature. Timeless Travellers aged 60+ continue to travel for heritage, spirituality, and memorable experiences.

Santosh Kumar, Regional Manager, South Asia, Booking.com, said, “India’s domestic traveller is rewriting the rules of travel. For them, the stay isn't just part of the journey anymore - it is the destination itself. They are not just booking a room; they are curating a complete experience. This shift is driven by a new generation of travellers who seek technology - from AI-driven trip planning to frictionless payments, enabling seamless, connected and personalised travel from start to finish. At the same time, markets beyond the metros are fueling the next wave of growth, presenting a tremendous opportunity for the travel and hospitality ecosystem. As industry stakeholders, our challenge and opportunity lies in creating meaningful experiences that balance personalisation, technology and trust, allowing us to successfully meet this new demand and pave the way for India’s 5.2 billion trips."

Nearly four in five travellers actively seek unconventional and curated experiences, prompting hotels to offer workshops, art pop-ups, and spiritual activities. Spiritual tourism alone is booming: Ayodhya welcomed over 16 million pilgrims in 2024, contributing to a $59 billion opportunity, with 300+ premium hotels planned in hubs like Katra, Puri, and Tirupati.

“Over the past decade, domestic tourism has grown - not just in volume - but also in character, signalling a shift from mere sightseeing to experience-seeking. We are actively working to ensure smaller towns are seamlessly linked, creating comprehensive destination infrastructure through Swadesh Darshan and PRASHAD. We are also curating 50 model destinations to serve as exemplars in sustainable infrastructure and community participation, while working with states to simplify regulatory frameworks and catalyse investment across the hospitality sector. Public-private partnerships are pivotal to the next leap of growth. Digital platforms are critical in discovery, itinerary planning and seamless bookings. Hospitality companies will be central to bridging the significant shortfall in rooms, particularly in underserved destinations. By aligning public investment with private sector innovation, we can unlock immense value and position India as a year-round, experience-rich destination," said Suman Billa, Director General, Ministry of Tourism, Government of India.

Technology and Payment

Technology and payments are reshaping travel, too. Over 50 per cent of Indian travellers use AI for planning, 83 per cent see it as easing travel, 82 per cent rely on it to avoid crowds, and 80 per cent value AI for local insights. Flexible payment options such as UPI, BNPL, and credit EMIs are boosting bookings, especially for younger travellers and short trips.

Hospitality Opportunity

India’s domestic travel searches rose from 103 million in 2022 to 141 million in 2024. Hotel demand is projected to grow 10.5 per cent annually until 2027, outpacing supply expansion of 8 per cent. Branded supply remains modest at 138 rooms per million people versus 1,500+ in developed markets, highlighting massive growth potential.

Around 70 o per cent f India’s lodging market still consists of unbranded or alternative accommodations, reflecting a preference for unique and authentic stays. Government initiatives and improved infrastructure are opening new destinations, making boutique, heritage, and wellness properties increasingly accessible.

Anshul Gupta, MD & Travel Lead - Advanced Technology Centres in India, Accenture, said, “The defining characteristic of the new Indian traveller is the demand for hyper-personalisation backed by intelligent technology. This research clearly shows that AI is moving from a novelty to an indispensable utility, enabling the industry to understand micro-segments like the 'Trip Architects' and 'Unscripted Explorers' at scale. Travel providers now have a unique opportunity to reimagine the entire customer journey, from inspiration to post-stay, by embedding generative AI, building trust, and offering flexibility at every touchpoint. The winners in this next wave will be those who can scale innovation responsibly, meet travellers where they are, and create experiences that are as memorable as they are seamless.”

With travellers seeking rich, immersive stays, India’s hospitality sector is embracing this evolution, turning properties into destinations and ensuring every stay becomes a story.