Private, Personalised & Priceless: Indian Traveller Redefines Luxury Travel

From seeing friends and family over vacations to checking off iconic landmarks of the world from the bucket list and from snapping #wanderlust pictures for the ‘gram to now just looking to disengage from the digital world, the reasons why we travel have changed with time. Meaningful experiences and enrichment have become the most important factor in exploration. It’s not just travel anymore. British search aggregator and travel agency, Skyscanner, in its Travel Trends 2025 report, reveals that 66% of Indians planning to travel more in 2025, global exploration is a top priority as they seek out destinations that offer enriching experiences.

Lubaina Sheerazi, CEO and Co-founderof BRANDit, a Mumbai-based destination and hospitality representation company, explains that the definition of luxury has evolved for travellers: “Earlier it was about big spends and unattainable material opulence and extravagance, while that remains a popular way to holiday among the rich and famous in India, we are also seeing a lot of people adopt sustainability as a part of their life.” Luxury travel has more to do with understanding the history, culture and tradition of the destination that they are visiting. It’s about creating meaningful, curated experiences that resonate with the evolving aspirations of today’s discerning travellers. “We are witnessing a shift in consumer behaviour and strong growth in demand for luxury travel—especially for those once-in-a-lifetime experiences, particularly from our HNI and UHNI segment,” adds Rajeev Kale, President and Country Head of Holidays, MICE, and Visa at Thomas Cook (India).

He further adds that with unspent budgets, corporates have been spending over INR 3-4 lakh per person for premium groups. “As corporates seek luxury experiences, we have successfully managed premium groups for global CXOs, with stays at uber-luxury hotels. Premium experiences have included dining at Michelin-star restaurants, vintage plane rides, and private sundowner-dinner sailings with curated local elements and flavours,” Kale says.

A 2024 study by Marriott International, an international hospitality conglomerate, revealed:

1. 68% of HNW travellers in APEC plan to increase travel spending, with 89% of Indian travellers leading this trend.

2. Indian travellers are drawn to the US, UAE, Thailand, Indonesia, and domestic luxury getaways.

3. Extended travel is on the risewith HNWIs averaging six leisure trips annually, often with family and friends.

4. Celebratory travel is a key driver, with 38% of Indians planning milestone trips. Culinary tourism is also booming; 83% select destinations based on gastronomic experiences, and 35% are willing to pay more for unique dining.

Khushnooma Kapadia, Vice President, Marketing – South Asia, Marriott International adds, “Post-pandemic, ‘revenge travel’ dominated 2022, but this resurgence redefined luxury—from material excess to immersive, culturally rich journeys. Millennials, Gen Z, and affluent travellers now prioritise experiences over possessions.” She adds that the hospitality chain has identified three emerging traveller personas shaping the market:

1. The Venture Travellist who blends work and leisure by seeking business opportunities during their travels

2. The Experience Connoisseur, consists predominantly of Millennials, views travel as an investment in personal enrichment and values exclusive, personalised experiences

3. Timeless Adventurer, typically over 65, prefer to immerse themselves in authentic aspects of a destination, seeking unique and memorable experiences beyond conventional tourist attractions

Top Trends In Luxury Travel For 2025

1. Hyper-Personalisation: People are looking for itineraries tailored to their preferences, from wellness retreats to curated cultural immersions. These include experiences like having a meal with an artist at his studio, or a food tour with a celebrated chef. Additionally, comfort, efficiency, and privacy/private flying is prioritised for Indian HNIs and is, therefore, on the rise.

2. Cruise Holidays: From boutique expedition cruises in Antarctica to ultra-luxury voyages through the Mediterranean, cruise holidays are redefining indulgence at sea. “Ultra-luxury polar expedition cruises to the Arctic and Antarctica, which cost approximately INR 12 lakh per person are attracting customers seeking adventure expeditions. River cruises along the Amazon, Galápagos, Danube, and Moselle are also seeing an increase in demand,” adds SD Nandakumar, President and Country Head – Holidays and Corporate Tours – SOTC Travel.

3. Learning-Based Experiences: Today travellers are prioritising experiences that enrich their understanding of the world like participating in conservation efforts, and spending time with the locals. Experiential and learning-based travel offers them a deeper connection to the destination.

• • Culinary Tourism: Travellers will explore destinations based on culinary heritage and depth. “In India, we have culinary diversity like no other country and there is a great focus on forgotten cuisines and regional recipes, which we are well poised to deliver on with top-notch experiences,” states Kapadia.
  • Gaming And Sports Tourism: While golf tourism was a key trend in luxury travel, the sports tourism segment has blown up in India with the increasing popularity of events such as the FIFA World Cup (scheduled for 2026 in the United States, Mexico and Canada) and year-long Formula 1 roster. According to Skyscanner, 44% of 25-34-year-olds travelling to see a sporting event say it’s about feeling part of a community. Video games are not far behind—Skyscanner’s data shows a rise in flight searches to worldwide gaming conventions.

• Astro Tourism: The search for aurora borealis is now mainstream with Finland, Norway and Canada offering the best sightings. There is also an interest in stargazing and dark skies tourism to observe the cosmos we inhabit. Add to that the astrology curveball; according to TripAdvisor Trendcast 2025, “Ancient sites are getting the cosmic treatment, with astrologer-led tours in sacred spots like Stonehenge and the Pyramids on the rise and solstice festivals in Finland and Australia turning seasonal shifts into full-blown celebrations of renewal.”

4. Convenience And Efficiency: In 2025, luxury is synonymous with convenience as well as efficiency. Luxury travellers want experienced travel experts to curate an end-to-end trip in the greatest detail. “Dedicated concierge services are becoming essential, offering travellers round-the-clock assistance with everything from securing last-minute reservations at exclusive restaurants to setting up private events in extraordinary locales,” shares Sheerazi.

5. Luxury In Seclusion: Private island resorts, secluded mountain lodges, and hidden boutique properties are gaining popularity among those who value privacy, exclusivity, and unique settings.

6. The Emotional Quotient: Luxury in 2025 is no longer defined solely by properties or destinations as a matter of fact—it’s about the emotions they evoke leading to service providers crafting transformative experiences that resonate with guests in moments that inspire, captivate, and leave them with lifelong memories.