Published on
November 21, 2025
A significant shift in how travel planning is approached in India has been observed in recent years, driven primarily by a growing dependence on digital platforms, video content, and creator-led information. With travellers increasingly turning to online sources, the journey from destination discovery to the final booking stage is now being shaped by a wide ecosystem of search tools, social media, and AI-driven solutions. According to the Google-commissioned Kantar study titled Travel Rewired: Decoding The Indian Traveller, a substantial rise in the use of online formats for trip planning has been recorded, particularly through the widespread use of YouTube, which has become the most relied-upon medium for inspiration among Indian users. The study indicates that travellers in India are depending on online insights not only for discovering destinations but also for evaluating accommodation, comparing prices, and identifying experiences that match their preferences. By adopting digital methods more extensively, Indian travellers have demonstrated a transition from traditional planning to a more exploratory, visually driven decision-making process. This report also highlights how diverse traveller segments in India are engaging with digital content differently, creating new opportunities for travel brands across regions and categories.
Digital Discovery Reshaping Travel Planning in India
A nationwide shift toward digital engagement has been recorded, with travellers in India increasingly depending on online discovery for every stage of their journey. The Google-Kantar report has outlined how travel planning has evolved into a digitally guided process spanning initial inspiration, research, comparison, and final booking. It has been observed that a large majority of travellers now prefer online platforms to explore destinations, examine accommodation options, and evaluate travel products.
A considerable rise in digital confidence has also been recorded. The report states that most Indian travellers now prefer completing bookings online, influenced significantly by trust in digital brands that provide transparent information, reviews, and user-generated insights. This widespread comfort with digital transactions has transformed how airlines, hotels, and travel services are approached by modern consumers.
Shift in Traveller Priorities Toward Value and Comfort
A noticeable change in travel behaviour has been observed, revealing that value maximisation is now favoured over pure cost sensitivity. The report explains that travellers are more willing to spend on better comfort and enhanced experiences. Domestic travellers have reported that cost considerations matter less than earlier, while a large section intends to invest in improved travel elements such as upgraded stays, premium transport, and immersive activities.
Spending trends for international travel have shown an even more prominent shift. The study highlights that international trips involve expenditure more than three times higher compared to domestic journeys, reflecting a broader move toward aspirational travel. This behaviour aligns with a growing desire for elevated experiences, better services and convenience-driven itineraries.
YouTube Emerging as India’s Most Influential Travel Inspiration Source
The study identifies YouTube as the most significant platform influencing the inspiration stage for Indian travellers. A substantial share of travellers is reported to be using the platform to explore destinations, understand routes, gauge accommodation varieties, check reviews, and visualize experiences. The platform’s multi-format ecosystem, including long videos and short-form content, has proven particularly effective for fast discovery.
A considerable proportion of travellers rely on creator-led content for guidance. The study shows that Indian users trust creators for honest reviews, first-hand insights, budgeting suggestions, and practical advice, making creator-driven travel information a powerful influence in the planning stage. Short-form videos have also gained importance, with many travellers turning to quick Clips and Shorts for rapid inspiration during the early planning phase.
Brands in the travel and mobility sector have benefited from this preference, as integrated video strategies on YouTube have been associated with increased search interest and improved customer acquisition performance during seasonal travel periods.
Traveller Archetypes Emerging in India’s Evolving Tourism Landscape
Four distinct traveller categories have been identified in the report, each defined by unique digital habits and preferences.
1. Memory Makers
This segment is characterised by a strong inclination toward niche and experiential travel. These travellers frequently explore multiple inspiration touchpoints and are highly reliant on YouTube and creator-led information. Travel involving festivals, cultural events, sports, and film locations is common within this group.
2. Globe Trotters
This group represents a high-value segment focused on convenience, comfort, and luxury. Planning is typically undertaken over an extended period, with substantial dependence on video-based creator content to evaluate premium options, international itineraries, and exclusive experiences.
3. Novice Travellers
This category largely includes young or first-time travellers who are navigating the planning cycle with limited prior experience. They often prefer quick decision-making, budget-friendly choices, and creator-led guidance. YouTube is heavily utilised to understand destinations, compare prices, and follow beginner-friendly recommendations.
4. Religious Pilgrims
This segment is associated with budget-conscious travel guided by spiritual motivation. These travellers depend heavily on visualisation of destinations and activities and often rely on content across multiple Indian languages such as Hindi, Tamil, and Marathi. YouTube becomes essential for route understanding, destination previews, and creator-led information related to religious circuits.
Implications for Travel Brands in India
By analysing the behavioural trends emerging from this study, the report suggests that brands aiming to connect with India’s large travel audience may achieve better outcomes by prioritising YouTube-driven strategies. Integrated usage of search platforms, multi-format video content, and AI-based tools has been advised as the most effective approach for engaging high-intent travellers.
Brands have been encouraged to leverage creator-led authenticity, build regionally inclusive content, and develop personalised digital experiences. The increasing acceptance of digital-first planning presents a substantial opportunity for travel and tourism businesses targeting India’s rapidly evolving consumer base.
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