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A new Google–Kantar report reveals how 88% of Indian travelers are eager to travel, with YouTube driving inspiration for 68% and Google Search powering research, planning, bookings
A new Google–Kantar report reveals how YouTube and Search are reshaping the way Indians discover, plan, and book their travels.
The Indian travel industry is witnessing a massive surge in consumer confidence and spending, with 88% of travelers eager to travel, according to the Google-commissioned Kantar report “Travel Rewired: Decoding the Indian Traveler.” The report highlights a significant shift toward premiumization, value maximization, and a strong reliance on digital touchpoints across the traveler journey from inspiration to booking.
Commenting on the evolving traveler journey, Shaurab Kapadia, Head of Travel & FoodTech, Google India, said, “Traveling is now a form of self-expression, yet the path to booking is often fragmented. We are seeing our digital ecosystem simplify this complexity. YouTube is the inspiration hub, Search is the essential touchpoint for planning, with AI emerging as the critical enabler for travelers. At the same time, we are enabling brands with our AI-powered ads suite and the YouTube creator ecosystem to optimize for micro-moments, ensuring personalized messaging that converts peak interest into a booking.”
Key Findings From the Report
Shift From Cost Consciousness to Value Maximization
The definitive trend is toward higher spending and comfort. Domestically, 72% of travelers say cost is less of a consideration, and 81% expect to splurge. This premiumization is even more pronounced for international trips, where the average spend is 3.2X that of a domestic journey.
Video Powers Discovery, and Creators Fuel Inspiration
Video has become central to travel discovery, with YouTube emerging as the top source for inspiration (68%).
YouTube is driving aspirational travel and deep engagement across formats:
59% of travelers relying on creators describe them as highly influential
2 in 5 travelers use YouTube Shorts specifically for inspiration
On leveraging YouTube’s multi-format ecosystem, Pallavi Chopra, Chief Marketing Officer, redBus, said, “Our continued success with long-form video ads on YouTube for awareness and consideration led us to test the full potential of its multi-format capabilities. We strategically incorporated YouTube Shorts ads during the last holiday season, treating them as more than just a reach platform. This combination proved powerful for brand consideration: Shorts delivered a 2X lift in branded search and achieved a 7% lower customer acquisition cost. This synergy of long-form and Shorts is now essential for driving an efficient, always-on, full-funnel strategy from awareness through conversion.”
Digital Touchpoints Driving Final Bookings
Travelers are highly digital, with 85% preferring to book online, and brand trust emerging as the top factor in both accommodation and airline choices.
During the research phase:
Travelers rely on Search and YouTube for details on accommodations (reviews, location, videos)
For airlines, they look for reputation, reliability, and in-flight experience
Google Search plays a critical role in guiding travelers on
Key activities (51%)
Accommodation options (46%)
Shashank Jain, Head of Technology and Marketing, PRISM, added, “Search has always been a key channel for us to drive bookings, and we wanted to up our game during the holiday season. Combining the efficiency of our Search campaigns with the expansive reach of Google’s AI-powered Performance Max unlocked a powerful synergy. This strategy drove a 50% increase in return on ad spends and a 25% better cost per acquisition, while successfully tapping into previously untapped demand for incremental bookings. Performance Max is now an integral component of our core media strategy at PRISM, proving its unique value as a key driver of efficient growth and market share expansion.”
Decoding the Traveler Archetypes
The report identifies four distinct archetypes of Indian travelers based on unique aspirations and digital behaviors:
Memory Makers
These travelers pursue niche “moment-cations” (gig-tripping, sports, set-jetting), using an average of 10 inspiration touchpoints. Their planning is heavily creator-driven:
71% cite YouTube as their top inspiration source
89% use YouTube for creator-led travel information
Globe Trotters
A high-value segment with a preference for luxury and convenience. Their careful investment is driven by research:
56% spend more than a week planning
88% use YouTube for creator-led information
Novice Travelers
Mostly young and new to the category, 67% are first-time travelers, planners, or payers. Cost-conscious and quick to finalize:
88% use YouTube for creator-led information
Religious Pilgrims
A budget-conscious segment with complex search behavior across multiple languages (Hindi, Tamil, Marathi).
An overwhelming 92% use YouTube for creator-led travel information
They rely heavily on it for activities and destination visuals
To capture this high-intent market, brands must optimize the full funnel across every inspiration touchpoint, using both authentic creator voices and AI-powered solutions to deliver hyper-localized, personalized messaging that resonates with each traveler archetype.
The study was conducted by Kantar across metros, Tier 1, and Tier 2 cities in India, with a sample size of 1,000 respondents (ages 18–45+), comprising both primary decision-makers and key influencers.
November 20, 2025, 18:57 IST