India’s branded alternate vacation market has reached a valuation of USD 483.7 million in 2024, according to a new study by Axon Developers in collaboration with SKYE, a hospitality and tourism consulting firm. The segment has jumped by 46.8% from 2023, when it stood at USD 329.6 million—marking one of the fastest-growing trends in the Indian tourism landscape.

The sharp rise comes at a time when travellers are increasingly choosing immersive and authentic holiday experiences over traditional hotel stays. Instead of standardised rooms and conventional itineraries, many prefer personalized getaways that reflect local culture, food, and natural surroundings—a demand being met by the burgeoning short rental and villa market.

In 2024 alone, India added over 550 new branded rental villas, taking the total count to 1,711. Over the next five years, that number is projected to cross 5,000, with the overall market value forecasted to hit USD 1,560.7 million by 2029, growing at a CAGR of 26.4%.

Sharing insights on this evolving trend, Ankit Kansal, MD of Axon Developers, stated:

“The nature of tourism is transforming. People are no longer satisfied with just ticking landmarks off their lists. With urban fatigue and hectic lifestyles, today’s travellers are seeking authentic, nature-centric experiences. That’s where private villas and farmhouses with bespoke services come into play—offering a level of customization that mainstream hotels simply cannot match.”

Another key trend fuelling the surge is the growing interest in offbeat travel trails, especially as mainstream destinations become overcrowded. Areas such as the Konkan coast, Himalayan valleys, Nilgiris, and Sahyadris are attracting travellers looking for serene, less-explored escapes. In many such regions, traditional hotels are scarce, and vacation villas, bungalows, and farmhouses are stepping in to meet the demand.

The vacation rental space has also caught the attention of hospitality giants. IHCL’s Ama Stays & Trails crossed 250 private properties as of January 2025, while ITC’s Storii brand is actively expanding into states like Uttar Pradesh, Himachal Pradesh, and Goa.

“This indeed is a watershed moment for India’s alternate hospitality segment,” said Ms. Taran Chabra, Director of SKYE Hospitality.

The ripple effects of this growth will extend beyond tourism. According to Kansal,

“Sectors like real estate, aviation, and F&B are bound to benefit. Notably, the demand for second homes and vacation properties will see an uptick. While weekday occupancy for villas averages around 30–40%, weekend occupancy often peaks at 80–100%, pushing average occupancy to ~50%. This makes it a lucrative leasing option for second home owners.”

With branded villas becoming mainstream, and major players doubling down on this segment, India’s alternate vacation market is clearly poised for a new era of growth—one that is personalized, sustainable, and driven by experience over excess.

In a bold and spirited collaboration, Ospree Duty-Free and Monkey Shoulder have stirred up excitement across airport terminals with their latest experiential campaign — “Liquid On Lips.” Designed to break the monotony of traditional airport shopping, this activation turned duty-free into a vibrant playground for travelers.

The journey began the moment passengers were chauffeured to the store in Monkey Shoulder-branded buggies, making a bold first impression. On arrival, they were welcomed with a complimentary shot of Monkey Shoulder, setting the tone for an immersive in-store experience.

Inside the Ospree Duty-Free departure outlets, tent cards, branded communication, and voucher distribution helped guide customers through each touchpoint. The business assistance team further enhanced the engagement by educating guests about the activation, ensuring every traveller got the full Monkey Shoulder experience.

Adding to the buzz was a giant mixer truck stationed at the terminal, where a live DJ spun a specially curated Monkey Shoulder playlist. The festive vibe spilled across the space, complemented by exclusive giveaways like branded coasters that added a memorable takeaway for shoppers.

The “Liquid On Lips” campaign is more than just a product promotion—it’s a clever reimagination of how lifestyle brands can create storytelling-led engagement at high-traffic travel hubs. By turning routine shopping into a sensory celebration, Monkey Shoulder and Ospree Duty-Free have successfully tapped into the modern traveler’s desire for experiences over transactions.

A spokesperson from Ospree Duty Free shared, “This collaboration with Monkey Shoulder is truly one-of-a-kind, and we're proud to bring something so fresh and engaging. The DJ setup, the larger-than-life truck, branded golf carts, and the whole Liquid On Lips vibe creates a fun, experiential moment for travellers ensuring to cover each touch point. At Ospree Duty Free, we're always looking to create new ways for travellers to pause, engage, and take back a unique memory, and this one checks all the boxes.”

From interactive buggies and in-store activations to curated music and clever branding, this campaign highlights the rising relevance of experiential travel retail, making "Liquid On Lips" not just an event, but a moment travelers will remember long after takeoff.

Stone Wood Hotels & Resorts recently brought together over 60 travel professionals from across Goa for an exclusive meet-up at its stunning Aralea Beach Resort, Morjim. The scenic gathering set the stage for a meaningful afternoon of connection, collaboration, and conversation—focused on enhancing Goa’s presence as a leading destination for travellers.

Hosted with a blend of relaxed charm and business purpose, the event underscored Stone Wood’s continued commitment to strengthening partnerships within the travel ecosystem. From industry insights to discussions on guest experience enhancement, the meet-up served as a platform for open dialogue and mutual growth.

“We are delighted to have brought together such a vibrant community of travel professionals under one roof,” said Shikhar Kumar, Managing Director of Stone Wood Hotels & Resorts. “This gathering represents our ongoing commitment to building stronger partnerships that will ultimately benefit travelers seeking exceptional experiences in Goa. The enthusiasm and expertise shared by our guests reinforces our belief in the collaborative spirit that drives our industry forward.”

Set against Morjim’s serene shoreline, Aralea Beach Resort offered the perfect venue—providing not only breathtaking views and premium hospitality but also a real-time showcase of what Stone Wood stands for: quality, comfort, and thoughtful service.

Abhijit Dey, Vice President of Stone Wood Hotels & Resorts, added: “The meet-up exemplifies the power of bringing together diverse perspectives from across the travel ecosystem. The insights shared by our esteemed travel agent partners will be invaluable as we continue to innovate and enhance our offerings. These collaborative efforts ensure that we remain at the forefront of delivering seamless and memorable experiences for every guest.”

From immersive conversations to first-hand property experiences, every detail of the event reflected the brand’s guest-first approach and forward-looking vision. As Goa’s tourism landscape continues to evolve, Stone Wood Hotels & Resorts is actively shaping that future—focusing on sustainable growth, stronger collaborations, and exceptional hospitality.