YouTube Videos Become Top Travel Inspiration Source For Indians: Google-Kantar Report

Planning a holiday today looks very different from even a few years ago. Indian travellers are increasingly taking digital routes for every step of their journey - from dreaming about a destination to finally booking their tickets. A new Google-commissioned Kantar report titled 'Travel Rewired: Decoding The Indian Traveller' reveals how travellers now rely heavily on online platforms, especially video content, to decide where to go, what to do and how to plan.

Whether it is searching for hidden-gem homestays, watching creators review airlines, or scrolling through Shorts for quick inspiration, digital discovery has become a defining part of modern travel. The report offers a detailed look at how Indians explore, plan and book their holidays - and what this means for the travel industry.

Digital Tools Now Shape The Entire Journey

The report highlights that Indian travellers rely strongly on digital touchpoints across the planning cycle - inspiration, research and final booking.

According to the report, 85% of travellers now prefer booking online, and trust in digital brands plays a big role in choosing both airlines and accommodation.

Shaurab Kapadia, Head of Travel & FoodTech, Google India, explained this shift: "Travelling is now a form of self-expression, yet the booking path is often fragmented. YouTube is the inspiration hub, Search is the essential touchpoint for planning, with AI emerging as the critical enabler for travellers."

Travellers Are Spending More, And Valuing Comfort

One of the biggest shifts is a move from cost-consciousness to value maximisation.

• 72% of domestic travellers say cost matters less than before.
• 81% expect to splurge on better experiences.
• For international trips, travellers spend 3.2 times more than on domestic holidays - signalling a rise in premium preferences.

YouTube Becomes India's Top Travel Inspiration Source

Video content now drives the discovery phase, with YouTube emerging as the clear favourite.

• 68% of Indian travellers use YouTube for travel inspiration.
• 59% trust creators when planning trips.
• Two in five travellers use YouTube Shorts for quick ideas.

Brands are increasingly leveraging YouTube's multi-format ecosystem. Pallavi Chopra, CMO of redBus, noted that combining long-form ads with Shorts led to a "2X lift in branded search" and reduced customer acquisition costs during the holiday season.

Four New Traveller Archetypes For 2025-26

The report identifies four distinct types of Indian travellers, each with unique behaviours and digital habits.

1. Memory Makers

Travellers chasing niche experiences such as music festivals, sports events and film-location trips.

• Use around 10 inspiration touchpoints.
• 71% rely on YouTube for inspiration.
• 89% use creator-led travel information.

2. Globe Trotters

A high-value segment focused on luxury and convenience.

• 56% spend over a week planning.
• 88% depend on creator content on YouTube.

3. Novice Travellers

Young travellers who are entering the segment for the first time.

• 67% are first-time planners or travellers.
• Highly cost-conscious and quick decision-makers.
• 88% use YouTube to explore creator-led guidance.

4. Religious Pilgrims

A budget-friendly group with diverse language preferences (Hindi, Tamil, Marathi).

• 92% use YouTube for visualising destinations and activities.
• Rely heavily on creator-led information.

What This Means For Travel Brands

The report suggests that to connect with India's high-intent travel market, brands should:

• Build strategies around YouTube and Search.
• Use authentic creator voices.
• Adopt AI-powered tools to personalise experiences.
• Customise content for diverse regions and languages.

About The Study

The research was conducted by Kantar across metros, Tier 1 and Tier 2 cities, surveying 1,000 respondents (aged 18-45+), balancing decision-makers and key influencers.