Booking.com’s How India Travels 2025 Report - The Stay is the Holiday as Indian Travellers Redefine Value and Experience

Nearly four in five Indian travellers actively seek unconventional or experimental experiences, a trend that is transforming accommodations into destinations in their own right.

 New Delhi, October, 2025: Booking.com, one of the world’s leading online travel platforms, in collaboration with Accenture, unveiled the third edition of its flagship How India Travels 2025 report. This year, the report highlights a fundamental shift in the domestic travel landscape, where an Indian traveller's choice of accommodation is no longer a backdrop but the cornerstone of the journey. The new Indian traveller is moving beyond merely booking rooms and instead looking for curated, authentic and digitally shareable experiences that transform the property into the destination.

 The New Indian Traveller: Defying Archetypes

A new generation of Indian travellers is moving beyond traditional archetypes, with travel now acting as an extension of their identity. This shift is driven by a new generation of planners and influencers:

• Trip Architects (26–55, primarily women): 73%¹ respondents say women now lead destination selection, budgeting and itinerary planning – prioritising safety, flexibility and culturally immersive experiences. They own the entire travel plan.
• Next-gen Co-pilots (under 15): This cohort influences family choices, holding the "veto" power on everything from hotel selection to activity planning.
• Unscripted Explorers (28–43): They seek short, themed getaways focused on wellness, food or nature to unwind and celebrate milestones. They value thoughtfully designed spaces, privacy and trips that tell a story and snackable luxury paired with flexible payment and loyalty perks.
• Timeless Travellers (60+): Older travellers travelling to reconnect with heritage, spirituality, culture or memorable experiences. They are not slowing down; they’re stepping out.

 Accommodation Becomes the Attraction

The very idea of a holiday has shifted for Indian travellers, with the accommodation now becoming the destination itself. This is driven by 80%² of Indian travellers who plan to spend most of their time at the  property, far above the global average of 51%. Nearly four in five travellers actively seek unconventional and curated experiences, changing the industry question from "What's the rate?" to "What makes this stay memorable?"

 As the value shifts from commodities to curated experiences, hospitality providers are offering on-property experiences to generate growth and loyalty. This challenge to deliver beyond the room means they are focusing on providing curated, authentic experiences from the moment a guest enters, transforming the property into a sanctuary of discovery and tranquility. Non-traditional activities like book readings, spiritual workshops and art pop-ups are on the rise. Non-room revenue, especially from F&B and events, now accounts for up to 50% of revenues in the premium segments³.

 The surge in spiritual tourism, for instance, is expanding beyond traditional pilgrimage, with younger generations seeking self-discovery and cultural depth. Ayodhya alone welcomed more than 16 million pilgrims in 2024, underlining the role of spiritual tourism as a powerful driver of demand⁴. This has created a new USD 59 billion⁴ opportunity, prompting major hotel brands to invest in spiritual hubs, with over 300 premium hotels set to be launched in spiritual hubs like Katra, Puri and Tirupati⁵. Previously hard-to-access places are now prized as rare finds, not just for their setting but for what the stay itself delivers. Lesser-known destinations are gaining popularity as boutique hideaways and restored heritage villas open, focusing on cultural preservation and low-impact hospitality.

 Travel’s Invisible Infrastructure

Today's digital traveller demands seamless continuity across discovery, planning, booking and experiences. This evolution is powered by two core enablers: AI and frictionless payments. These are redefining how services are designed, delivered and paid for, extending beyond mere checkout features to become critical growth levers and deeply embedded in the entire travel decision flow.

 Indian travellers are highly receptive to using AI and technology to enhance their travel experiences. Over half of Indian consumers are familiar with using AI for trip planning, 83% see it as a tool to make travel easier, 82% rely on it to avoid overcrowding and 80% value it for suggesting experiences that benefit local communities.⁶ Meanwhile, the hospitality industry is leveraging AI to optimize operations from dynamic pricing to automated check-ins to create a more seamless journey for travellers.

 Simultaneously, India’s payment revolution, particularly the widespread adoption of UPI and flexible payment options such as Buy Now, Pay Later (BNPL), credit cards EMIs have become critical growth levers. Offerings such as Booking.com’s Pay at Hotel model, are unlocking new traveller segments, reducing friction and accelerating booking decisions. Hoteliers report that offering diverse payment options, has led to higher booking conversions, especially among younger travellers and short-trip planners.

 Unlocking India's Hospitality Potential

India's hospitality sector is entering a high-growth phase, fueled by a surge in domestic travel. The demand is evident: average monthly searches for domestic travel grew from 103 million in 2022 to 141 million in 2024⁸. This momentum creates an opportunity for expansion and investment. Hotel demand is projected to grow at 10.5% annually until 2027, outpacing the projected supply expansion of 8%⁹, while the branded hotel supply remains modest at only 138 rooms per million people compared to over 1,500 per million in more developed markets.¹⁰

 India’s total room supply is projected to expand from 2.48 million in 2024 to 3.1 million by 2029¹¹, highlighting the scale of opportunity for hospitality players and investors. While major global hotel chains are responding with new projects, nearly 70%¹¹ of India's current lodging market consists of unbranded and alternative accommodations emphasizing the growing role this segment plays in meeting rising traveller demands. Furthermore, India’s traveller demand is becoming more consistent. Off-season volumes held at 63% of peak levels in 2024 (up from 57% in 2023), demonstrating that demand is now more evenly spread across the year. This trend is especially visible in Tier-II and Tier-III cities, where occupancy is now sustained across the year.

 This is accelerated by government infrastructure projects which are creating new tourism circuits and attracting both travellers and private investment, signaling a huge opportunity for the entire industry.

 Building for the Next 5.2 Billion Journeys

To prepare for the next 5.2 billion domestic trips¹² expected by 2030, the industry must reimagine accommodations, diversify into emerging cities and leverage digital platforms. The government, in turn, must build and further develop travel infrastructure, bring alternative accommodations to the mainstream and anchor growth in sustainability and inclusion. By working together, both sectors can ensure India is ready for the future of travel.

“Over the past decade, domestic tourism has grown - not just in volume - but also in character; signaling 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," 

Suman Billa, Director General, Ministry of Tourism, Government of India.

“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 personalization, technology and trust, allowing us to successfully meet this new demand and pave the way for India’s 5.2 billion trips."

Santosh Kumar, Regional Manager, South Asia, Booking.com

“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 travelers where they are, and create experiences that are as memorable as they are seamless.”

Anshul Gupta, MD & Travel Lead - Advanced Technology Centers in India, Accenture

 To download the report visit howindiatravels.com.