Skyscanner reveals that 94% of Indian travelers draw inspiration from movie and TV show destinations

Lucknow: Whether it’s gig tripping or visiting the realm of sleep, global travel site Skyscanner shares the latest trends shaping industry and traveller behaviour in its “Travel Trends: Redefining value through experience in 2024” report. Blending proprietary flights and hotels data based on millions of searches with an annual consumer behaviour study and expert commentary, today Skyscanner reveals 2024’s hottest travel vibes and types, as well as the top 10 trending destinations and best-value destinations.

Data from the report reveals that film and entertainment has a significant influence on Indian travellers, with 94% of them inclined to taking a trip to a destination they’ve seen on the big or small screen. Moreover, close to half (43%) of the respondents rate the overall ‘vibe’ of a destination as important, when choosing where to go in 2024.

In 2024, Indian travelers are embracing the “set-jetting” trend, seeking to immerse themselves in the iconic locations of their favorite shows and embodying the “Main Character Energy.” Manali, India, inspired by “Yeh Jawaani Hai Deewani,” tops the list as the most desired destination for Indian travelers. Ladakh, featured in “3 Idiots,” follows closely behind. London, inspired by “The Crown,” and Paris, reminiscent of “Emily in Paris,” also rank high. Skyscanner noted a 23% increase in searches from India to Paris in January 2023 following the launch of season 3 of the show.

Just like Main Character Energy, Skyscanner data shows how the value of experiences is fuelling a range of other travel trends and vibes for 2024, with price no longer solely ruling decision-making:

Gig tripping – In 2024, 37% of Indian travelers would fly short-haul for a live concert, and 79% would consider attending an overseas concert to save money.
Budget bougie foodies – Indian travelers have a strong affinity for food, with 59% booking trips based on restaurants they want to visit. Osaka, known as ‘the kitchen of Japan’ and ranking fourth globally for cities with the most Michelin stars, is the top choice for foodies on a budget in 2024 and a trending destination among Indian travelers.
Destination Zzzz – Citing it as one of the top activities for their next holiday, Indian travellers really just want to visit the realm of sleep in 2024. Sleep health generally is a hot topic and 85% of Indian travellers are more mindful of their sleep health today compared to a few years ago. Moreover, 66% of Indian travellers have reported experiencing improved sleep quality during their holidays.

The rise of short-haul destinations

Indian travellers have an appetite for short-haul travel, with 6 out of the top 10 trending destinations close by cities. Famous for its beaches, Da Nang comes out on top. They’re searching for Krabi and Mahe too, highlighting the appetite for relaxation and sunshine. Far-flung destinations remain popular for Indian travellers too, with Osaka and Auckland trending. As a top foodie destination, Japan continues to make a comeback after reopening last year.

The importance of value

Value for money remains a key factor for Indian travellers, with the cost of the flight (26%) and attractions (18%) being the biggest factors determining the destination. However, 63% of Indian travellers have budgeted to spend more on travel in 2024 compared to 2023, while 25% will spend the same. Only 7% have said they’ll spend less. Over the past 12 months, flights to Nice in France have fallen by over a third, followed closely by Geneva and Tokyo. Travellers looking for a cultural holiday should consider Manama, which has dropped in price by 24%, while Baku is now 22% cheaper.