Content creators are rewiring how Indians discover and plan travel

New Delhi: Indian travel planning has quietly become a digital content business, with YouTube creators, Google Search and online travel aggregators now shaping almost every stage of the journey, according to a new study by Google and Kantar.

The report, titled Travel Rewired: Decoding the Indian Traveller, finds that 85% of Indian travellers now prefer to book their trips online, using an average of seven digital touchpoints for research and planning. OTAs (Online travel agency), Search, and YouTube sit at the core of this stack.

YouTube and creators set the mood; search sets the plan

For inspiration, Indians are turning first to video and creators. Around 68% of travellers use YouTube for travel inspiration, while about 41% rely on Google Search to explore ideas and shortlists.

Creators make destinations and experiences “feel doable”. The study noted that viewers consider creator content highly influential when it offers real itineraries, costs, local tips and honest reviews, and that the relevance of the creator to the viewer’s life stage or interest sharply increases impact.

Search then becomes the workhorse for planning. Travellers use it to look up things like key activities (51%), accommodation options (46%), destination inspiration (44%), maps and logistics (42%) and the best time to visit (40%).

From research to booking, travel is now “digital by default”

The report says 85% of Indian travellers prefer to book their trips online rather than offline. OTAs play a central role not just for price comparison, but also for information on hotels, flights and bundled offerings such as accommodation plus activities or car rentals.

Trust emerges as a key filter in this phase. Transparent pricing, reliable reviews, clear refund policies and post-booking support heavily influence which platforms and brands travellers choose.

Four traveller archetypes every marketer needs to know

Google and Kantar segment Indian travellers into four broad archetypes, each with distinct content and planning behaviour:

• Memory makers: Often Gen Z and first-time travellers, focused on “moment-making” trips and highly reliant on YouTube for ideas. They use multiple touchpoints before booking and over-index on seeking unique experiences.


• Globe trotters: Predominantly millennials and metro dwellers who travel often, mix business and leisure, and are willing to pay a premium for comfort and curated services. A large majority plan to take an international trip in the next year.


• Novice travellers: Younger, cost-conscious travellers planning their first or early trips. They find planning overwhelming, lean more on package tours and are heavy users of reviews and explainer content.
• Religious pilgrims: Travellers across age groups whose trips are tied to spiritual destinations. They prioritise safety, cleanliness and affordability, but are increasingly influenced by digital research and videos around routes, rituals and facilities.

For content marketers and travel platforms, the implication is clear: one-size-fits-all storytelling will not work. Each archetype needs tailored content formats, languages and hooks.

Travel demand is strong, and increasingly premium

Travel enthusiasm is high across segments. The study finds that 88% of respondents are keen to travel as much as possible, with 59% saying they want to travel internationally and 41% preferring domestic trips.

Within India, travellers are upgrading. The report pegs average spend on a domestic leisure trip at about Rs 71,850. A third of domestic travellers say they prefer business class over economy when they can, and 45% prioritise premium accommodation over budget stays. At the same time, 72% still say cost is always a consideration, and 81% expect to “splurge on holiday”, underlining a value-conscious but upgrade-seeking mindset.

What this means for content and marketing

For BuzzInContent’s audience of marketers, the study underlines three big shifts:

1. Creators are now top-of-funnel infrastructure: Discoverability begins with video and creator content, not brochures. Travel brands that rely only on performance ads and static listings will miss the aspiration and discovery phase now dominated by YouTube and short-form video.

2. Search and OTAs are the conversion engine:
Once inspired, travellers move into heavy search and OTA research. This is where structured information, reviews, transparent pricing and smart SEO/SEM decide who gets the booking. Content needs to be consistent across creator collabs, brand sites, OTA listings and Google surfaces.

3. Personalisation needs to match archetypes, not just demographics:
Memory Makers binge destination vlogs. Globe Trotters look for premium add-ons, Novice Travellers need handholding, and Religious Pilgrims seek reassurance and logistics details. Matching content format and tone to these archetypes, in multiple languages, will be key to standing out.



As Indian travel continues to rebound, the report essentially frames travel marketing as a full-funnel content problem: creators to spark desire, search to organise options, OTAs to close the loop, and always-on storytelling to keep each archetype coming back to plan the next trip.