The festive season in India is witnessing an unprecedented surge in travel demand. This trend is driven by a confluence of factors that are reshaping travel patterns across the nation.
With strategic discounts and early bookings, airfares have managed to stay steady, though potential increases loom as the festive travel days draw closer.
Rising Popularity of Hill Stations and Spiritual Sites
As the festive season approaches, hill stations and spiritual destinations are becoming increasingly popular among Indian travellers. Destinations such as Lonavala, Ooty, and Kodaikanal have seen searches growing by 20-50%, with Mussoorie experiencing a remarkable 120% increase. This trend reflects a renewed interest in exploring these scenic and spiritual locations.
According to Santosh Kumar from Booking.com, Indian travelers are leveraging the extended weekend of Eid-e-Milad to explore these places. Spiritual destinations like Varanasi, Rishikesh, and Puri are also seeing a rise in visits, demonstrating a shift towards spiritual and wellbeing trips, amidst the hustle and bustle of urban life.
The Role of Advanced Bookings and Discounts
The festive period of Dusshera and Diwali is drawing a significant increase in travel bookings, with travellers planning months in advance. “Value-conscious Indians are booking 60-90 days ahead, capitalising on discounts to secure cost-effective deals,” notes Indiver Rastogi of Thomas Cook.
Airfares to prominent holiday spots like Bagdogra, Andamans, and Goa have generally remained lower than summer peaks. There’s a slight 5-8% hike in airfare for last-minute bookings, a testament to the impact of early bookings.
Rastogi further points out that Indians now prefer longer stays during festivals, extending trips from three days to nearly two weeks. This change indicates not just a demand surge, but a transformation in holidaying habits.
Government Efforts in Airfare Monitoring
The Indian civil aviation ministry is persistently monitoring airfares to keep them within reasonable bounds during the festive period. Recent measures have assured that exorbitant increases are avoided, benefiting travellers nationwide.
Civil Aviation Minister Ram Mohan Naidu Kinjarapu emphasised the importance of keeping air travel affordable and pledged to intervene if airlines exploit the demand surge.
Despite India’s deregulated aviation market making it challenging to impose controls, the government remains committed to maintaining affordability as a key priority for the traveling public.
Tech Innovations Enhancing Travel
India’s DigiYatra initiative is revolutionising travel efficiency through digital check-ins, now expanded to nine more airports. This strategic move aims for nationwide implementation, enhancing convenience for domestic passengers.
Currently, DigiYatra utilises facial recognition to speed up check-in procedures, with plans to include international travel processing soon. Such innovations are poised to significantly streamline passenger experiences.
The Indian ministry aims for DigiYatra’s universal adoption by future-proofing the nation’s aviation infrastructure, paving the way for a seamless travel experience across all airports.
Innovative Campaigns and Partnerships
IndiGo and BookMyShow have captured the travel and music festival market with their ‘Runway to Party’ campaign. This initiative offers up to 20% discounts on flights for attendees booking music festival tickets, like Bandland 2024 and Lollapalooza India 2025.
Music tourism is rising, with Bandland 2023 drawing 30% of attendees from outside the host city, spotlighting the intersection of entertainment and travel industries.
Such partnerships highlight a shift in strategic marketing, as companies align incentives with popular cultural events to tap into niche travel segments.
Expanding Financial and Travel Services
Fintech platform Niyo’s new outward remittance service targets the significant demographic of Indian students abroad, streamlining international financial transactions through zero-cost solutions.
Niyo’s approach reflects a broader industry trend of integrating financial services within travel, aiming for a 50% market share of student-related fintech by 2025. This development is driven by offering no forex mark-ups and zero convenience fees on services.
Air India’s cityside check-in and bag drop facility in Hyderabad exemplifies another traveller-centric innovation, allowing passengers to handle check-ins remotely, thus enhancing flexibility and convenience.
International Ventures and Collaborations
FlixBus’s entry into the Indian market through a collaboration with Ixigo-backed AbhiBus marks a significant expansion move, fortifying its presence in both North and South India.
Outlook Amid Festive Travel Surge
The impending festive travel surge in India necessitates continued vigilance over airfare and service innovations to meet growing expectations.
The booming festive season in India is not only reshaping travel dynamics but also spurring innovations across the sector. With strategic partnerships and technological advancements, the industry is poised to meet the evolving needs of travellers, ensuring a vibrant and seamless journey experience amidst the celebratory rush.