Not too long ago, the smartest traveller was the one who found the cheapest air tickets, accommodations and experiences. So, multiple tabs would stay open to track prices, and the thrill of getting the best deal probably mattered more than the vacation itself.
However, these unofficial rules of travel have now changed. A majority of Indian travellers are no longer asking ‘how cheap can this get’ but ‘how good this can feel’, signalling a preference for premiumisation. From an aircraft seat with extra legroom to a private villa with a scenic view, and from a wellness-focused itinerary to a curated dinner menu, consumers are increasingly willing to pay more for comfort and convenience, prioritising experience over expense.
According to Deloitte’s Consumer Signals India Chapter 2026 report, travel and hospitality trends reveal a transition towards premium, high-value experiences. Consumer intent has moved away from cheapest or budget choices to full‑service carriers, upgraded seats, elevated lodging and more detailed and experiential itineraries.
The trend points to a larger transformation in how travel is being sold. Travel and hospitality brands are rewriting their pitch—selling not just a destination, but comfort, exclusivity, personalisation and emotional reward.
Abraham Alapatt, President & Group Head - Marketing, Service Quality, Value Added Services & Innovation, Thomas Cook (India) Limited and SOTC Travel believes that a major factor driving this shift is the growing influence of younger travellers whose decisions are shaped by social media exposure, global content consumption and increasing discretionary spending. “This has led to a stronger demand for curated, premium and experience-led holidays. As a result, travel communication has become more immersive and emotionally driven, with a stronger emphasis on storytelling, premium visuals and personalised content.”
Instead of positioning products purely on cost, communication is centred on inclusions, curated experiences and elevated comfort. “Often, showcasing a value-rich premium product alongside a basic alternative drives a natural upgrade, as consumers perceive the incremental spend as justified by tangible and experiential benefits. At Thomas Cook, for instance, we offer value-backed benefits and reward-led incentives that make travel more rewarding for repeat and frequent travellers,” Alapatt shares.
Redefining premium travel
The cues of this changing positioning are unmissable—at airports, in hotel lobbies and on travel websites and social media pages. The language of ‘discounts’ and ‘budget-friendly packages’ has given way to words like ‘immersive’, ‘crafted’ and ‘elevated’.
Aakash Goplani, Vice President - Business, SoCheers notes, “Post the COVID-19 pandemic, there has been a boom in the travel industry and consumer priorities have shifted from budget-first decisions to more unique and thematic experiences. Brand communication today reflects that change. The focus has moved from affordability alone to the overall quality and richness of the travel experience.”
Take, for example, Air India’s recent ‘The Premium You Deserve’ campaign, which highlighted their Premium Economy offering through an experience-based narrative. Revealing how the company is redefining premium, an Air India spokesperson says, “The Indian traveller is now more discerning. What was once a conversation about price is now a conversation about experience, and at Air India, we see that shift in consumer behaviour taking shape. In a recent customer survey, 93 per cent of the respondents said in-flight comfort impacts how they feel after landing and 60 per cent didn’t mind paying a little extra for more comfort even for short flights.”
Air India’s Premium Economy communication is built on this insight, spotlighting experiences like gourmet dining at 35,000 feet, a curated beverage programme featuring wines and spirits from across the world, and an elevated cabin experience.
Airlines, hotel chains and travel platforms are no longer communicating ‘premium’ through traditional markers of luxury. The language has become much more layered, observes Akshaara Lalwani, Founder & CEO, Communicate India. “Travellers are willing to pay more, but they want to know what that premium is really buying them. Is it a smoother journey? Is it better service? Is it privacy? Is it a more curated itinerary? Is it time saved? Is it an experience they could not have created on their own?”
Consequently, a hotel is not just selling a stay. It is selling rest, celebration, privacy, connection or a sense of escape. An airline is not just selling a seat. It is selling reliability, comfort and a better start to the journey. A travel company is not just selling a package. It is selling confidence that the experience has been designed with care.
Govind Bansal, Head of Marketing, Cleartrip concurs. “Premium today isn't about the price one pays; it's about intent. Travellers are choosing better, not just bigger, and they're doing it across the board. At Cleartrip, we're building for this shift on two fronts: one, expanding what we offer and second, rethinking how we talk about value. Our hotel portfolio has grown to over 80,000 properties, giving travellers a wider set of premium choices across destinations.”
Citing Cleartrip’s collaboration with Marriott, he further highlights that partnerships can also play a key role in driving the premium messaging.
The premium marketing playbook
To reinforce their premium positioning, travel and hospitality brands have introduced subtle shifts in their advertising approach that go beyond just the language they use.
Goplani states, “Travel advertising has moved away from loud, overly staged ‘family holiday’ promotions. The shift today is towards realism, minimalism and authenticity. Better lighting, calming aesthetics, natural storytelling and showcasing genuine experiences help communicate premium value more effectively today than exaggerated advertising ever could.”
Further solidifying the experience-led storytelling approach, Alapatt has observed another key shift in travel marketing. “Narratives are increasingly anchored in iconic, once-in-a-lifetime experiences rather than destinations alone. Whether it’s attending a global sporting event, a marquee concert or an adventure milestone, communication is built around a defining moment that becomes the centre piece of the trip. Travel products are designed around these anchor experiences, which serve as the primary draw in communication,” he shares.
But what is supporting this approach more than traditional media is the creator ecosystem. Lalwani elaborates, “Travel is one of the most visual categories in marketing, but premium travel needs more than beautiful imagery. It needs believability. A brand campaign can show a stunning property or destination, but creators can bring alive the smaller details that actually influence desire: the arrival experience, the service, the breakfast view, the wellness ritual, the local interaction, the room texture or the feeling of being looked after.”
The bottom line is: as Indian consumers increasingly prioritise premium travel, hospitality brands are fundamentally reshaping their communication strategies to inspire aspiration, not just awareness. The focus is on creating a sense of desire and emotional pull strong enough to leave audiences thinking, “I want to experience that.” In an increasingly competitive market, the brands that will stand out are the ones that can make premium travel feel less like a purchase and more like a lifestyle consumers aspire to be a part of.
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