What’s the occasion: Insight into the Indian Traveller visiting South Africa

AAs part of South African Tourism’s effort to understand shifts in the Indian market, the Analytics and Insights Unit has found that the reason for the trip and who you take along significantly influences where you go, how you plan, and what kind of experiences you seek. From family holidays to friend getaways, Indian travellers demonstrate remarkable adaptability in their approach to travel planning and preferences.

Travel Preferences Shift with Occasion

Travel by Indians is increasingly shaped by the who and the why. Occasion-based travel is a growing trend, with many Indian consumers customising their plans depending on the group they’re travelling with, be it a partner, family, or friends. This shift extends beyond the destination choice; it also influences the pace of the trip, the type of accommodation, and even the activities included.

For today’s Indian traveller, flexibility is key, and they plan multiple trips throughout the year, each with a different purpose and audience, and this is becoming more common.

“The first trigger is I need a holiday. The second trigger is who is going along with me. With friends or children, I would gravitate towards beach destinations. With my husband, I would probably do a city break. We try to do new places every time, but with kids and friends, it's mostly about what is convenient. What is close? What will be fun that way?”

“I want to take a holiday with my husband and child. I would want to take a holiday with friends in a year. Then obviously I would love to take a holiday with just my husband... I like to take two holidays at least. And when I say two big holidays, I mean international.”

Female, Married with children, India

Travelling with Family: Planning for Comfort, Safety and Experience

When it comes to family travel, Indian consumers take a considered and joint approach. Planning is typically done well in advance to align with school holidays, coordinate with extended family or friends, and ensure that every member of the group, especially where children need to be catered for. The focus shifts toward destinations that are scenic, safe, and engaging for all ages, with parents actively seeking activities that balance relaxation with inspiration for kids. Convenience and shared experiences take centre stage, and itineraries are often co-created to ensure a smooth and fulfilling journey for the whole family.

“Good scenery, good places to see. If I travel with my daughter, I need to make sure that she also has something to do over there. It must have some kind of adventure activity.” Female, India

For some Indian travellers, especially those planning family holidays, the process is both structured and collaborative. Planning typically begins two to three months in advance, allowing time to coordinate with school calendars and explore the possibility of combining the trip with extended family or friends. The SA Tourism’s departure survey shows that Indian travellers generally book within one month of travel (full year 2024, this was 59%). However, for these trips, once the destination is finalised, travellers tend to make their bookings early

and then shift focus to building detailed itineraries to ensure a smooth, well-rounded experience for everyone involved.

“We start talking about it at least 2 or 3 months in advance... Then we see if we can club it with someone or family, or friends... Once we finalise the place, we do the bookings and then probably a month in advance, we do the itineraries.” Female, with kids, India

Accommodation choices also shift based on the group

Accommodation preferences among Indian travellers are closely tied to the group they’re travelling with. When travelling with family or in larger groups, travellers often prioritise shared spaces like villas or Airbnb’s that offer common areas to relax and connect. In smaller family units, hotels with convenient amenities such as breakfast and housekeeping are preferred. The choice becomes even more situational; travellers opt for more relaxed, premium stays when the goal is downtime, and lean toward practicality and flexibility when with friends or extended family. These decisions reflect how accommodation isn’t just about where you sleep, it’s about how you spend time together.

“If we are in a big group, we prefer an Airbnb... If we are just three of us travelling, then I don’t mind a hotel... But if you go into a place where you want to relax more, I want a nice accommodation with some common areas and facilities.” Female, India, with children

Younger travellers, especially millennials, adapt their travel approach based on who they're travelling with.

“When with parents, I tend to book via an agency that can plan everything end-to-end... But if I am with friends, everything is by us, from booking flights to tickets to our experiences.” Male, Single, India, 25-30

This contrast underscores how varying expectations, convenience versus discovery, shape distinct travel styles. Even destination choices reflect the interests of the group:

“South Africa could be with family, as it is very beautiful and clean. My parents would enjoy the wildlife there. If there are some sports or adventure activities, it is something that I’ll be able to explore as well.” Male, India

Food preferences change depending on who you are travelling with

Food preferences are not just about cuisine; they’re deeply influenced by who you're travelling with. Indian travellers adjust their meal expectations based on the needs and routines of their companions, whether it’s a partner, children, or parents. These choices often go hand-in-hand with accommodation decisions, revealing how dining needs can shape the broader travel experience, from opting for self-catering stays to selecting full-service packages that simplify logistics.

“If travelling with my husband, breakfast is not something I would be interested in. So, Airbnb is just perfect. But if I'm travelling with friends and children, then I would want breakfast as an option. But if I am in a big group, like 2 or 3 families together, maybe a villa is a better option so that we can all stay together.” Female, married with one child, India

Similarly, those travelling with parents often prioritise ease and comfort, opting for full-service packages that include meals and logistics.

“When with parents, I tend to book via an agency that can plan everything end-to-end. I usually tend to choose something like an SOTC or a Thomas Cook.” Male, no children, India

These choices reflect how food-related needs often influence not just where people eat, but also where they stay and how they plan their trip. Food choices are explored further in our recent Gastronomy Trends Report.

Flexible and Purpose-Driven

Whether it's a solo getaway, a romantic city break, or an intergenerational family trip, Indian travellers plan with intent. The occasion, the company, and the desired experience all play pivotal roles. Travel for them is not just about the destination; it's about curating the right trip for the right people at the right time.

As Indian households become more connected and financially secure, their travel planning is becoming more detailed and personalised, creating a strong opportunity for destinations and travel providers to offer more tailored experiences.

To stay relevant, destinations must offer a variety of experiences and packages tailored to different group types and travel purposes.

Think: kid-friendly resorts for families, cultural city breaks for couples, and adventure-filled itineraries for friends.

Additional recommendations include:

· Flexible packages and itineraries

· Tiered lodging options to suit solo, family, and group needs

· Influencer-driven and visual content to inspire planning

· Clear planning tools and support for visas, bookings, and local logistics

Indian travellers want meaningful, well-matched journeys, not one-size-fits-all tours. Offering variety and adaptability is key to winning their hearts and bookings.

Source: This article is informed by qualitative research conducted by South African Tourism to explore changing behaviours and preferences in the Indian travel market, as part of a broader study aimed at gaining deeper insights into this key market.

[1] https://live.southafrica.net/media/305885/gastronomy-tourism-trends-_-q3_published.pdf?downloadId=426224

[2] https://live.southafrica.net/media/307642/unlocking-india-2024-final-vf.pdf?downloadId=434402