Interest in travel among Indians is increasing as the Diwali festive season approaches in the coming months, according to new consumer research from KAYAK, the world’s largest travel search engine.
The aggregator and travel metasearch engine’s consumer survey of 1,200 Indians revealed that Indians enjoy traveling during this festive season, which starts in Navratris and Dussehra and lasts through Diwali and Bhai Dooj. At a time of year when many travel back to their hometowns, the engine’s consumer survey revealed that 98% of Indians surveyed plan to travel within India during the festive season, while 3 in 5 of respondents (60% ) plans to travel internationally. during the festive travel period.
These insights align with the platform’s search data (based on Indian outbound searches between January and August 2023) for travel between October and November, with domestic flights up 29% year-on-year and international searches increasing flights increased by 14%.
Of those traveling within India, half (54%) of respondents plan to make two or more domestic trips. The most popular domestic destinations for flights on the platform during the festive season include Madurai (165% increase in searches year-on-year), Bhubaneswar (105%) and Ahmedabad (103%). The most popular international destinations for flights are Colombo, Sri Lanka (up 340%), Hong Kong (up 162%), the Seychelles (up 139%) and Tokyo, Japan (up 128%).
Prioritizing travel – Costing and budgeting for the festive trip
When it comes to travel budgets, 72% of Indians are willing to spend the same or more during the festive season than they did last year on their trip. In fact, four out of five Indians plan to cut down on their discretionary spending, such as gadgets and OTT, to boost their travel budgets this season.
The platform’s search data during the festive season has revealed that the average cost of an international flight is ₹73,371 – an increase of just 8% compared to last year, while the average domestic flight is ₹15,487 and up 14%.
Indians appear to be treating themselves to a 52% increase in premium economy searches compared to last year and a 33% increase in searches for 4 and 5 star hotels during the festive travel period.
Travel through the generations
India’s ambitious, trend-making and trend-breaking generation – the millennials – have shown the greatest propensity to make international travel plans during the festive season. About a third of millennials (37%) plan to take two or more international trips, compared to just 16% of baby boomers.
When it comes to travel companions, while most Indians (4 in 5) plan to travel with family during the festive season – and that is certainly the case for baby boomers (93%) – Gen Z travelers want to spend their holidays with friends (59%).
KAYAK has teamed up with Mrunal Thakur, an Indian film actor, to promote how easy it is to book family or even solo travel during the upcoming festive season.
“Festive traditions and Diwali traditions are so important to Indians. For me and my family, the festive season has always been synonymous with an epic holiday that represents those positive festive feelings, but with even greater excitement. KAYAK is the ultimate travel buddy that helps me find great deals on flights, hotels and even car rentals. With Diwali approaching, I am excited about planning my next trip with KAYAK,” said actor and campaign ambassador Mrunal Thakur.
Top destinations for Indian travelers during the festive season
For those planning an international trip this festive season, travel within Asia (excluding domestic flights within India) is trending, with searches showing a 133% increase compared to last year. Flights to South America and the South Pacific (i.e. Australia and New Zealand) also see a notable increase in searches, up 95% and 16% respectively.
The most searched international destination for festive travel flights is Dubai, followed by Bangkok, Bali and Singapore*. Further, Goa was the most searched domestic destination, followed by Delhi, Andaman and Nicobar Islands and Srinagar.
Tarun Tahiliani, India Country Manager, KAYAK, said: “This festive season is shaping up to be quite exciting for Indian travellers, with a vast majority of respondents ready to take that much-awaited trip, or based on the data, multiple trips! By offering comprehensive flight, hotel and car rental options, we at KAYAK are on a mission to help Indian travelers find the perfect holiday at a great price.”
Food & Travel: the perfect match for a festive holiday
What are Indians most looking forward to during their Diwali holidays? Not surprisingly, 72% of Indians look forward to food and culinary experiences as one of the most enjoyable activities while traveling, shopping and exploring local markets, and 45% felt that food is worth the ‘five-star indulgence’ when selecting a hotel.
Besides food, enjoying the culture of their destination is also important for Indian travelers. During the holidays so deeply ingrained in the country’s vibrant historical and mythological landscape, Generation locations with rich cultures, traditions and heritage, compared to Generation Z (64%). However, younger Indians – Generation Z (58%) and Millennials (56%) – prefer destinations with adventure and activities, compared to baby boomers (36%).
Sit back and celebrate – let AI tool support your travels
Technology will understandably play an important role in the travel planning process, with around 60% of Gen Z and Millennial Indians saying they will use AI to plan their holidays in the next two years, compared to Baby Boomers (49%).
Tahiliani adds: “Travel is not a one-size-fits-all experience; KAYAK’s personal recommendations identify the best time to be there at a great price. Integrated with ChatGPT insights, our newly launched Best Time To Travel, in addition to data analytics, reveals key events in your chosen destination.”