Social Media & OTT Shape Travel Plans for 60% of Indians: Thomas Cook & SOTC

Thomas Cook (India) Limited and its group company SOTC Travel have released the India Holiday Report 2025, a comprehensive study highlighting the changing travel preferences and aspirations of Indian travellers. Conducted digitally over a month and involving over 2,500 participants (both customers and non-customers), the report reflects a major shift in travel behaviours, influenced by rising incomes and a strong desire for experiential travel.

Key Motivators for Travel

Travel has evolved into a vital part of the Indian lifestyle, driven by:

• Social Media, OTT, and Films: 60% of respondents said social media, streaming content, and movies influence their travel choices.
• Simplified Visa Processes: 44% favour destinations with easier visa procedures like e-visas or visa-on-arrival (e.g., Thailand, UAE, Malaysia, Sri Lanka). Long-term visa nations like the USA, Japan, and Australia are also gaining interest.
• Enhanced Connectivity: 43% noted that new direct flight routes are making travel more accessible, especially from Tier 1 and Tier 2 cities.
• Value Consciousness: 39% actively seek discounts and promotions, while also leaning toward premium services from trusted brands.
• Word of Mouth Still Powerful: 30% continue to rely on recommendations from friends, family, and colleagues.

Increasing Frequency and Duration of Holidays

• More Vacations Annually: 85% plan to increase their annual holidays from two to 4–6 trips.
• Weekend Getaways Rising: 47% intend to leverage public holidays and long weekends for quick trips.
• Longer Holidays in Demand: 54% favour extending their travel by 5–10 days for vacations lasting between 8–15 days.

Rising Travel Budgets

• Increased Spending: 84% expect to increase their travel budget by 20–50%, while 18% aim for a 50% or more hike.
• Luxury & Lifestyle Focus: Spending is shifting toward food experiences, shopping, and premium experiences like those at Bicester Village or McArthurGlen.

Shifting Travel Companion Preferences

• Travelling Together Preferred: 90% still prefer company while travelling. Multi-generational families (65%) top the list, followed by couples (60%) and “frolleagues” (28%); solo travellers make up 10%.
• Family-Bonding Trips on the Rise: Trips such as sibling, cousin, or mother-daughter holidays are growing.
• Expanding Demographics: Older adults, solo women travellers, and empty nesters are embracing travel more than before.

Experience-Driven Travel on the Rise

• Experiential Focus: Nearly 75% now prefer experiences over traditional sightseeing.
• Nature Phenomena: 45% are planning trips around phenomena like the Northern Lights, cherry blossoms, and the midnight sun.
• Outdoor Adventures: 32% are interested in safaris, self-drive tours, and adventure holidays.
• Culinary Experiences: 26% are travelling to explore food in places like Japan, France, Spain, South Korea, and Thailand.
• Event Tourism: 22% are seeking entertainment-based travel including global festivals, concerts, and sports events.
• Wellness Travel: 19% are opting for rejuvenating spa getaways in destinations such as Bali, Kerala, and Thailand.

Premium and Luxury Travel Growing

• Upscale Travel on the Rise: 36% are choosing luxury experiences including supercar rides, private island dining, boutique hotel stays, cruises, and unique adventures like glacier landings.

Destination Trends

• Top Global Choices: Europe leads with 50% interest (Switzerland, Austria, France, Germany), followed by Southeast Asia (46%) and the Middle East (37%).
• Rising Destinations: Japan & South Korea (35%), Australia & New Zealand (26%), and Indian Ocean islands (22%) are gaining traction.
• Africa & Central Asia: South Africa and Kenya (12%) and affordable Central Asian countries like Uzbekistan and Kazakhstan (32%) are emerging strongly.
• New Entrants: Morocco, Iceland, and Greenland (8%) are gaining attention.
• Domestic Travel: Kashmir, Himachal, and Uttarakhand top domestic travel (55%), followed by the Northeast (25%), Bhutan (32%), and Rajasthan and Kerala (21%). Goa (13%) and island destinations like Lakshadweep and Andaman (3%) are rising in popularity.

Interest in New Travel Formats

• Cruises Lead New Preferences: 45% now prefer cruise holidays, followed by self-drives (35%) and scenic train journeys (20%).
• Shift to Slow Travel: Travellers are increasingly embracing immersive and sustainable journeys, including iconic Swiss train trips and leisurely road tours.

Booking Preferences

• Phygital Approach Dominates: 58% prefer a mix of online and in-person booking. While 68% use online platforms, 59% still value speaking with travel consultants or visiting agencies.
• Human Interaction Still Valued: Personalised service and expert advice are driving continued interest in offline channels.

Diverse Travel Styles

• Travellers are split almost evenly between:
  • Partially Guided Tours (35%)
  • Fully Packaged Tours (33%)
  • Self-Planned Holidays (32%)

Eco-Conscious Travel Trends

• Sustainability on the Radar: 37% of respondents are prioritising environmentally friendly practices when planning their trips.

Role of Technology and AI in Travel Planning

• Tech-Savvy Travellers: 35% are already using AI tools and digital platforms for researching, planning, and booking their trips.

Rajeev Kale, President & Country Head – Holidays, MICE, Visa, Thomas Cook (India) Ltd., said, “The Indian traveller story is no longer just about destinations—it’s a reflection of evolving lifestyles and rising aspirations. Our Holiday Report 2025 clearly signals the emergence of a bold, experience-first traveller mind-set. Indians are not only travelling more, but also increasing spends – choosing depth, discovery and emotion over traditional sightseeing tours. While multigenerational family segments continue to lead, we are seeing strong emergence of new travel subsets like frolleagues and solo travellers.”

SD Nandakumar, President & Country Head – Holidays & Corporate Tours – SOTC Travel, said, “Our Holiday Report 2025 reflects evolving travel formats, with Indians moving away from rushed itineraries in favour of comfort-first, immersive experiences. Slow travel is seeing an uptick, with river and ocean cruises and sustainable rail journeys offering unique opportunities for exploration. Additionally, spiritual/pilgrimage tourism is on the rise – with our ‘darshans’ portfolio coupled with adventure tourism is gaining popularity – interestingly from young India’s millennials and GenZ.”