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Indian travellers want luxury that feels worth it: Booking.com's Santosh Kumar on how value defines premium travel in 2025

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  Published in Travel and Leisure on Thursday, October 9th 2025 at 5:40 GMT by moneycontrol.com
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Indian Travellers Seek “Worth‑It” Luxury: Booking.com’s Santosh Kumar on 2025 Premium Travel

In a rapidly changing travel landscape, Indian tourists are redefining what it means to be “luxury.” A Moneycontrol feature, titled “Indian travellers want luxury that feels worth‑it – booking.com’s Santosh Kumar on how value defines premium travel in 2025,” captures the essence of this shift. Drawing on Booking.com’s data, industry expert insights, and emerging consumer trends, the article argues that the future of premium travel in India will hinge on experiences that deliver undeniable value rather than sheer price points.

1. A New Luxury Paradigm

Santosh Kumar, co‑founder and senior vice‑president of Booking.com India, opens the article by challenging the conventional association between luxury and high cost. “Luxury is no longer a marker of exclusivity; it’s about the stories you collect and the confidence you gain from them,” he says. Kumar’s observation reflects a broader pattern that the platform has witnessed since the pandemic’s onset: Indian travellers are now willing to pay more for stays and services that promise authenticity, safety, and memorable experiences.

2. Booking.com’s Pulse on Indian Travel

Booking.com’s internal analytics, disclosed in the feature, paint a clear picture of a country that is becoming a powerhouse in premium hospitality demand. Key take‑aways include:

• Premium Share Up 14 % YoY – While total bookings from India grew by 23 % last year, the share of premium categories (star‑rated hotels, boutique stays, and luxury resorts) climbed by 14 %.
• Domestic Over International – Domestic premium stays surpassed international ones by a 3:1 ratio, underscoring a renewed focus on local luxury destinations.
• Segment Growth – “Experiential” stays, such as heritage village stays or wellness retreats, saw a 27 % increase, while conventional luxury hotels grew by 18 %.

These metrics, the article notes, mirror a consumer shift toward “value‑centric” spending—money spent is evaluated against the quality of the experience rather than the price tag alone.

3. Defining “Value” for the Modern Indian Traveller

Kumar highlights three pillars that shape perceived value:

1. Personalization – Through AI‑driven recommendation engines and data analytics, Booking.com offers tailored itineraries that resonate with individual preferences. For instance, a user who has previously searched for “spa packages” in Goa will see curated wellness‑focused options that blend local culture with world‑class amenities.
2. Safety and Trust – Post‑COVID safety protocols, such as digital check‑ins, contact‑less payments, and transparent hygiene ratings, have become essential selling points.
3. Authentic Experiences – A growing segment of travellers desires local culinary tours, community‑based homestays, or cultural festivals that go beyond the usual luxury façade.

The Moneycontrol piece points out that Indian millennials, in particular, are the drivers of this trend. Their “value‑first” mindset encourages brands to showcase tangible benefits—be it a complimentary city tour, a free spa session, or an exclusive culinary workshop—alongside standard luxury offerings.

4. Emerging Premium Niches

Beyond traditional five‑star hotels, the article identifies a handful of sub‑categories that are gaining traction:

• Culinary Luxury – Farm‑to‑table restaurants, Michelin‑star chefs, and food‑and‑wine pairing tours.
• Wellness Retreats – Yoga hubs, Ayurveda clinics, and spa resorts that integrate local healing traditions.
• Adventure‑Infused Luxury – Private safari packages, heli‑cruise experiences, and customized trekking itineraries with high‑end gear.
• Heritage & Cultural Resorts – Stay‑camps on restored forts, heritage village lodgings, and curated art‑gallery stays.

These niches reflect a broader consumer appetite for “experiential luxury” where the story of the stay is as important as its physical comforts.

5. Technology’s Role in Shaping Premium Travel

Santosh Kumar emphasizes how technology is democratizing premium experiences. The article cites Booking.com’s recent launch of an “AI‑powered concierge” that can book last‑minute upgrades, suggest local events, and provide real‑time language support. By leveraging predictive analytics, the platform can anticipate a traveller’s desires and recommend upgrades or add‑ons—often at a lower price than a direct competitor—thus enhancing the perceived value.

A related link in the article directs readers to Booking.com’s “Premium 2025” blog post, where the company shares its roadmap for integrating augmented reality (AR) into virtual property tours. Such AR previews allow customers to explore rooms, spas, and panoramic views from their phones, helping them decide whether the luxury offered justifies the cost.

6. Sustainability: The New Luxury Benchmark

Sustainability has emerged as a critical factor in premium travel decisions. The Moneycontrol piece refers to a recent study by the World Travel & Tourism Council, which found that 73 % of Indian travellers consider eco‑friendly practices when choosing accommodations. In response, Booking.com has introduced a “Green Luxury” filter, highlighting properties that have earned ISO 14001 certifications or have implemented energy‑saving initiatives.

Additionally, Kumar mentions the company’s partnership with Carbon Credit Asia, enabling guests to offset their travel emissions during checkout. Such initiatives align with a growing expectation that luxury should also embody responsibility.

7. Forecasting 2025: More “Premium” Than Ever

The article concludes with a look ahead. Booking.com projects that premium travel in India will see an average annual growth of 8–10 % over the next two years. This forecast is driven by:

• Rising Disposable Income – The expanding middle class will seek out premium experiences, especially domestically.
• Domestic Travel Boom – With travel restrictions easing, Indian tourists are turning inward, favoring luxury stays in less‑traveled regions.
• Technology‑Enhanced Value – AI and personalization will continue to refine the value proposition, encouraging higher spend per booking.

Kumar underscores that brands that combine quality, authenticity, and sustainability will thrive. “In 2025, luxury will no longer be about the price alone; it will be about the narrative, the trust, and the real value you deliver,” he concludes.

8. Takeaway

The Moneycontrol feature offers a comprehensive snapshot of the evolving premium travel ecosystem in India. By marrying data, consumer sentiment, and emerging technology, it paints a picture of a market where luxury is increasingly judged by the depth of experience and the authenticity of service rather than by price tags alone. Booking.com’s Santosh Kumar’s insights reinforce that the future of premium travel hinges on “value” that feels tangible—a concept that will shape how brands, platforms, and destinations strategize for 2025 and beyond.