Google’s commissioned Kantar study, Travel Rewired: Decoding The Indian Traveler, finds that 88% of Indian travelers are eager to travel. The report highlights a significant shift toward premium experiences, value maximization, and reliance on digital touchpoints, reshaping the way Indians explore, plan, and book trips.
Exploration & Inspiration: Travel Begins Digitally
Travel planning often begins online, with Google Search as the primary source of inspiration. Travelers primarily look for information on activities, accommodations, and destinations. Video content, especially on YouTube, also plays a central role in shaping decisions, with creators serving as a trusted guide.
Key insights on inspiration:
- 51% of travelers search for information on key activities
- 46% research accommodation options
- 44% explore destination inspiration
- YouTube Shorts influence around 40% of travelers
- Creators are trusted by 59% of travelers for planning guidance
Research & Booking: Online Touchpoints Dominate
Indian travelers reference an average of seven touchpoints before completing bookings. Online Travel Aggregators (OTAs) are commonly used, and 85% prefer online booking. Brand trust is the top consideration when choosing hotels or airlines.
Booking preferences:
- Accommodation: 24% OTA, 18% hotel website, 9% vacation rental website
- Flights: 25% OTA, 20% airline website
Research patterns:
- 77% use online sources for accommodation research; 68% for flights
- Search queries include reviews, logistics, locations, and property photos
- YouTube provides videos, reviews, and creator-led insights for destinations and accommodations
Traveler Archetypes: Understanding Market Segments
The report identifies four distinct Indian traveler segments, each with unique behaviors and motivations:
1. Memory Makers
- Mostly Gen Z males; 36% first-time travelers
- Trips focused on personal interests like music, sports, and movies
- Longer trips (11+ days) and high reliance on creators (55%)
- Research in multiple languages, particularly Hindi (55%)
- 62% interested in bleisure travel; 64% prefer international trips
2. Globe Trotters
- Predominantly Millennials and metro residents
- Luxury-focused: 58% expect to splurge, 50% book first/business class, 49% choose luxury accommodation
- Enjoy extreme sports (34%) and spa visits (32%)
- Extensive research: 56% plan over a week
- 76% plan international trips this year
3. Novice Travelers
- First-time planners or spenders in the past year
- Cost-conscious and quick to finalize trips
- 88% use YouTube for creator-led travel information
4. Religious Pilgrims
- Travel with family/friends, usually on shorter trips (4–6 nights)
- Budget-conscious but require cleanliness, safety, and service standards
- 62% rely on creators for information about activities and destinations
- 48% interested in cultural or heritage experiences
- Conduct research across multiple languages, including Hindi, Tamil, and Marathi
Spending Trends & Destinations
Indian travelers are increasingly prioritizing comfort and premium experiences.
Domestic travel:
- 41% prefer domestic trips
- Fast-growing destinations (YoY): Jaipur (+53%), Chandigarh (+36%), Thiruvananthapuram (+32%), Lucknow (+22%)
- Average domestic spend: Rs. 71,850
- 33% choose premium economy or business travel
- 45% select luxury accommodation
- 81% consider cost less important, 72% plan to splurge
International travel:
- 59% prefer international trips
- Average spend: 3.2X domestic trips
- Emerging destinations include Luxembourg, Taiwan (+4.2X YoY), Norway, and Italy
Marketing Insights: Full-Funnel Approach
Brands aiming to engage travelers should use a full-funnel digital strategy, combining awareness, consideration, and action.
Key tactics:
- Awareness: YouTube Masthead, Video Reach, Shorts, Connected TV
- Consideration: Creator partnerships, video campaigns
- Action: Google Search, Performance Max campaigns
Tools for personalization and optimization:
- AI-powered ad personalization (Gemini, Veo)
- Audience targeting and brand suitability controls
- Dynamic ad feeds and Google My Business integration
- A/B testing and seasonal performance adjustments
Outlook
The Google-Kantar report is based on a study conducted by Kantar across metros, Tier 1, and Tier 2 cities in India, with a sample of 1000 respondents aged 18–45+, balancing primary decision makers and influencers. The findings reveal that the modern Indian traveler is digitally-driven, aspirational, and ready to invest in meaningful experiences.
Distinct segments—Memory Makers, Globe Trotters, Novice Travelers, and Religious Pilgrims—display unique behaviors, motivations, and spending patterns. To effectively engage this high-intent market, brands must leverage creator-led content, optimize digital touchpoints, and adopt AI-powered personalization. According to the report, the “India Time to Fly” has arrived, signaling a transformative moment for the travel ecosystem.
Commenting on the evolving traveler journey, Shaurab Kapadia, Head of Travel & FoodTech, Google India, said,
Traveling is now a form of self-expression, yet the path to booking is often fragmented. We are seeing our digital ecosystem simplify this complexity. YouTube is the inspiration hub, Search is the key touchpoint for planning with AI emerging as the critical enabler for travelers. At the same time, we are enabling brands with our AI-powered ads suite and the YouTube creator ecosystem to optimize for micro-moments, ensuring personalized messaging that converts peak interest into a booking.