"Travel has become the ultimate expression of self"
A report has found that the majority of Indian travellers now prefer luxury holidays over traditional markers of success.
The report by FINN Partners and GSIQ, titled The Future of Travel 2025, reveals that emotionally fulfilling journeys have replaced simple sightseeing as the primary motivation for international trips.
Based on a comprehensive survey of 2,000 Indian international leisure travellers, the findings show that a staggering 81% now prefer luxury travel over a lavish wedding, while 74% would choose an experiential holiday over designer purchases.
This shift in priorities extends to the travel experience itself, with 56% of respondents prioritising hotel upgrades over enhancements to their flights.
Shivani Gupta, managing partner at FINN Partners, said:
“Indian travellers are no longer just dreaming. They are doing with intent, emotional clarity, and rising global fluency.
“Travel has become the ultimate expression of self, more valued than traditional markers of success like weddings or luxury goods.”
The research indicates that today’s Indian travellers plan their trips around desired emotional outcomes rather than ticking off a list of landmarks.
In 2025, the top motivations for travel are “fun and adventure” (48%) and “cultural discovery” (47%).
The need for “emotional rejuvenation” was found to be particularly important among Gen Z travellers.
This younger, digitally native generation is a key driver of the market’s evolution, operating with what researchers describe as a “Live the dream now” mentality.
Gen Z’s travel decisions are often spontaneous and fuelled by online content, with 95% actively including international travel in their financial planning.
They show a marked preference for boutique stays and emotional storytelling over conventional luxury.
Digital content, especially video, plays a crucial role in shaping these decisions.
The study found that 53% of all travellers cited YouTube vlogs as the most influential source of inspiration.
While Gen Z relies heavily on the aesthetics and spontaneity of Instagram, Gen X travellers prefer detailed planning tools and travel blogs.
The report underscores a major opportunity for the global tourism industry.
Debbie Flynn, managing partner and global travel practice leader at FINN Partners, noted:
“Every global travel brand now needs an India strategy.
“Indian travellers have emerged as world-shaping consumers of culture, luxury and story-rich experiences.”
Travel providers are beginning to respond to this surging demand.
Eva Stewart, managing partner at GSIQ tourism insights, added:
“From local startups to global airlines, travel brands are customising offerings to meet Indian travellers’ needs with more flight options, better prices, and services that resonate and will help fuel India’s outbound trips.”
To effectively engage this dynamic market, the report advises brands to move beyond demographic targeting.
It identifies five distinct traveller personas, including Fun-Seeking Explorers (22%), Self-Improving Idealists (16%), and Balanced Indulgers (21%), suggesting that a tailored approach focused on emotional motivations is essential for success.
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