The Indian traveller is changing the way holidays are discovered, planned and experienced. From choosing a destination based on a specific experience to using digital platforms, contactless payments and AI-powered recommendations, technology is becoming an important part of the modern travel journey.

As the world marks World Tourism Day 2026 under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” these changing behaviours highlight how digitalisation and Artificial Intelligence are influencing tourism.

Thomas Cook (India) Limited, India's leading omnichannel travel services company, and its Group Company, SOTC Travel, have shared insights into some of the key behaviours shaping the Indian travel landscape. These include a stronger focus on experiences, increased use of digital platforms and payments, more frequent short breaks and growing international travel from beyond the metros.

Choosing the experience, not just the destination

Holiday searches are increasingly beginning with what travellers want to experience rather than simply where they want to go. Wildlife safaris in Kenya, Tanzania and South Africa, culinary trails in Italy and Japan, cultural experiences in Rajasthan and Vietnam, adventure in New Zealand and Switzerland, and stargazing in Ladakh and Norway are becoming reasons to choose a destination.

For premium travellers, this trend is extending to expedition cruises, premium rail journeys, Grand Slam tennis, premium golf and Formula 1, where access and curation are becoming an important part of the experience. Spiritual travel is also evolving. Destinations such as Ayodhya, Varanasi, Ujjain and Rishikesh are being explored beyond pilgrimage, with travellers adding heritage, cuisine, architecture, wellness and local experiences to their itineraries.

Similarly, Bhutan, Japan, Sri Lanka and Vietnam are attracting travellers through their combination of culture, nature, wellness and food. Digital platforms and personalised recommendations are also helping travellers discover experiences that match their individual interests.

Planning holidays around moments and short breaks

Travel is increasingly being planned around moments rather than only traditional holiday calendars. Festivals, concerts, sporting events and major cultural occasions are becoming reasons to travel, with travellers building holidays around experiences they do not want to miss.

At the same time, the traditional long annual holiday is being complemented by more frequent, shorter breaks. Long weekends, festive holidays and gaps between work commitments are being turned into domestic getaways, road trips and short-haul international holidays, creating a more distributed pattern of travel through the year.

Discovering travel through social media, OTT and AI

The travel journey can now begin long before a traveller actively starts planning a holiday. A destination featured in an OTT series, movie, social media reel or creator recommendation can quickly spark interest and turn into a travel plan.

AI is adding another layer to this discovery process by helping travellers move from broad inspiration to more relevant destinations, experiences and itineraries based on their interests. This is making the travel journey increasingly personalised from the point of discovery itself.

Going digital with forex and payments

Digitalisation is also extending to how travellers manage and spend their money overseas. Thomas Cook India's 2026 Forex Report found that 25% of customers transact through digital purchase channels, while 57% of forex-card spends is through contactless and online transactions.

The shift reflects growing preference for convenience, flexibility and control. Travellers are increasingly comfortable managing forex digitally and using contactless and online payments instead of relying mainly on cash. Payments are therefore becoming part of the overall travel experience rather than remaining a separate pre-trip consideration.

Taking international travel beyond the metros

International travel is no longer limited to India's major metropolitan cities. Tier-2 and Tier-3 cities are emerging as important growth markets for outbound travel, supported by rising disposable incomes, improved connectivity and growing global aspirations. Markets such as Lucknow, Indore, Surat, Kochi, Bhubaneswar and Vijayawada are increasingly contributing to India's outbound travel landscape.

Travellers from these markets are also moving beyond their first international holiday and looking for distinctive experiences, from Northern Lights and Arctic cruises to wildlife safaris and multigenerational holidays. At the same time, trusted guidance and end-to-end planning continue to be important. Digital access is helping bring international travel within easier reach, while stronger air connectivity is reducing dependence on metros as gateways.

Choosing the journey as part of the experience

The holiday is increasingly being judged by the quality of the journey as much as the destination itself. Cruises, premium rail journeys, distinctive stays, glamping and wildlife experiences are attracting travellers who want the mode of travel and the stay to become part of the holiday story.

Practical factors such as connectivity, visa convenience and ease of access are also becoming more influential when selecting destinations. For the new Indian traveller, the expectation is increasingly for a holiday that is distinctive at the destination while remaining seamless across the journey.

Rajeev Kale, President & Country Head – Holidays, MICE, Visa, Thomas Cook (India) Limited, said, "Indian travellers are becoming more intentional about what they want from a holiday. The focus is moving beyond simply visiting a destination towards experiences that offer discovery, immersion and personal relevance, whether that is exploring a spiritual destination through its heritage and culture, experiencing wildlife and adventure, or choosing a premium cruise or rail journey. At the same time, technology is making it easier to discover and personalize these experiences. The opportunity for the travel industry is to bring together the right experiences with greater simplicity and relevance for each traveller."

S.D. Nandakumar, President & Country Head – Holidays & Corporate Tours, SOTC Travel, said, "Technology is becoming an increasingly integral part of how Indians discover and experience travel. From social media and OTT-led inspiration to digital payments and AI-enabled recommendations, the travel journey is becoming more connected and personalized. The next phase is about using technology meaningfully, to simplify planning, provide more relevant choices and create a smoother experience across the journey. As travel participation expands across geographies and occasions, digital innovation can play an important role in making travel more accessible, intuitive and personal."

The changing Indian travel landscape shows a clear movement towards more personalised, experience-led and digitally connected journeys. As technology continues to influence discovery, planning, payments and access, the holiday of the future is increasingly becoming about what travellers experience, how easily they can access it and how seamlessly the entire journey comes together.