According to a recent Google-Kantar study, 68% of travelers use YouTube to research places and make travel plans, making it the top source of travel inspiration for Indians. The findings form part of the latest report titled Travel Rewired: Decoding the Indian Traveller, which examines how digital platforms are reshaping travel behaviour in the country.
According to the report, 88% of Indian travellers want to maximise travel opportunities, showing strong enthusiasm for both domestic and international trips. Digital adoption remains high, with 85% of users preferring to plan and book travel online, relying heavily on Google Search and YouTube to compare options and gather information.
The study highlights that creator-driven content plays a significant role in influencing decisions, with nearly 59% of travellers stating that videos made by content creators inspire them to choose destinations and activities. Short-form videos are also gaining traction — around 40% of travellers use YouTube Shorts for quick travel ideas.
In terms of spending trends, value continues to outweigh cost concerns. The report notes that 72% of domestic travellers are less price-sensitive, while 81% are willing to spend more for comfortable and memorable experiences. International trips, on average, cost over three times more than domestic holidays.
Google and Kantar have also identified four emerging traveller segments:
- Experience-driven tourists that rely significantly on YouTube for learning are known as Memory Makers.
- Globe Trotters like meticulous travelers who prioritize high-end experiences.
- Novice Travelers like younger, cost-conscious tourists who are influenced by internet creators.
- Travelers who favor visual and regional linguistic material are known as religious pilgrims.
Commenting on the findings, Shaurab Kapadia, Head of Travel & FoodTech at Google India, said that YouTube serves as the “inspiration hub” for travellers, while Google Search supports detailed planning, with AI tools increasingly shaping personalised travel journeys.
According to the survey, in order to effectively connect with India's next generation of travelers, travel firms will need to concentrate on authentic storytelling, engaging creative collaborations, and AI-driven solutions as digital content consumption continues to climb.
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