Indian travellers are reshaping the October–November festive period into a search for experiences rather than standard holiday packages, according to fresh demand data from digital travel platform Agoda. The company reports double- and triple-digit growth in searches for a mix of international and domestic destinations, with cultural immersion, coastal relaxation and nature-focused escapes leading the way.
Among outbound markets, Bangkok, Phuket and Tokyo top the list for Indian travellers, while Goa, Puri and Udaipur dominate domestic searches. The trend underscores a broader shift in how Indian consumers plan festive travel, prioritising the type of experience a destination offers over traditional sightseeing itineraries.
Asia leads outbound demand
Agoda's search data shows Thailand, Vietnam and Japan recording year-on-year increases of 55%, 86% and 125% respectively. Sri Lanka stands out with a 262% surge, reflecting its appeal for cultural and leisure trips. Bangkok and Phuket grew 65% and 51%, buoyed by iconic landmarks and coastal offerings. In Vietnam, Phu Quoc saw a 124% jump, driven by its beaches and night markets, while Hanoi's heritage sites contributed to a 94% rise. Tokyo's autumn foliage season pushed searches up 109%.
The data aligns with broader regional momentum. Agoda's earlier partnership with the Busan Tourism Organization, for example, drove a 77% surge in searches for the South Korean city, highlighting how targeted destination marketing can amplify demand among Indian travellers.
Domestic favourites: coast, heritage and spirituality
Within India, Goa's searches rose 43% and Udaipur 29%, reinforcing their status as leisure and heritage hubs. Puri saw a remarkable 318% increase, while Ooty and Munnar also attracted significant interest, pointing to a preference for coastal and nature-focused getaways. Varanasi's 92% growth underscores the enduring appeal of cultural and spiritual destinations.
Gaurav Malik, Agoda's Country Director for the Indian Subcontinent, said travellers are increasingly selecting destinations based on the experiences they desire rather than following conventional routes. "Festive travel is no longer about ticking off landmarks," Malik noted. "It's about finding the right setting for the mood—whether that's a beach, a heritage city or a spiritual retreat."
Agoda's platform supports this shift by bundling stays, flights and activities, allowing travellers to tailor trips to specific interests. The company's data suggests that festive demand is becoming more fragmented, with travellers willing to explore secondary cities and lesser-known spots if they offer the right experience.
For travel industry stakeholders, the implications are clear: destinations and suppliers that can articulate a distinct experiential identity—be it culinary, spiritual, or nature-based—are better positioned to capture Indian festive spend. The trend also reinforces the importance of digital platforms in shaping travel decisions, as search behaviour increasingly reflects intent to book experience-led itineraries.
As the festive season approaches, Agoda's insights offer a snapshot of evolving consumer preferences that could inform marketing strategies for airlines, hotels and tour operators targeting the Indian outbound and domestic markets.
