The pandemic-influenced YOLO (You Only Live Once) sentiment has created a strong impact on the Indian traveller. The new-age traveller prefers to immerse in a destination and experience it like a local. Spiritual locales are no longer restricted to only sacred sites but also experiences, such as adventure, wellness, food, culture, and history. Thomas Cook (India) Limited, India’s leading omnichannel travel services company and its group company, SOTC Travel’s data reflects a surge in demand of 100% YoY for spiritual locales with a high preference for cultural experiences and adventure.
The recent inauguration of the Ram Temple in Ayodhya, along with improved connectivity and infrastructure, has accelerated online searches by 10x. In a focused endeavour to tap into this highly potential yet unorganized segment, the companies have expanded their spiritual tours portfolio with a diverse range of ready-to-book and personalized tours to spiritual locales across India.
While historically India’s seniors/Gen S comprised a key segment for spiritual travel, Thomas Cook and SOTC are witnessing an uptick in demand from segments like multigenerational families, honeymooners/couples, and young India’s millennials and Gen Z.
The companies’ consumer data reveals that demand is not restricted to traditional pilgrimages but to unique local experiences also. Thomas Cook and SOTC have hence curated an attractive product range ‘Pilgrimage Plus’ featuring a combination of spiritual breaks with local experiences, such as outdoor adventures like mountain biking and paragliding in Vaishno Devi, diving with PADI professionals in Rameshwaram, river rafting and kayaking in Rishikesh, camping in Uttarakhand, jungle trekking in Gujarat, etc. Also, unique experiences like a sunset boat ride in Varanasi, enjoying a Chhau performance that blends classical Indian dance with martial arts and folk traditions and the nesting of the Olive Ridley turtles at Gahirmatha and Rushikulya in Odisha, the stepwells in Gujarat, or learning the martial art of Kalayaripayattu in Kerala.
Thomas Cook and SOTC’s range of spiritual tours also includes customized spiritual/wellness options like meditation, yoga, and wellness programs like the Panchakarma ayurvedic program at Kumarakom, Yoga Centre/Ashram in Rishikesh, Uttarakhand, etc.
Rajeev Kale, President and Country Head for Holidays, MICE, Visa, Thomas Cook (India) Limited, said, “Indians are increasingly drawn to spiritual journeys in gratitude and to invoke blessings, more so with the pandemic increasing appreciation for life. Spiritual locales are attracting interest from not only seniors and families but also from the younger segment comprising millennials and groups of friends. With the government’s strong focus on connectivity and infrastructural development, we have seen an uptick of 100% YoY. To tap into this high-growth segment, we have expanded our Pilgrimage Plus tours to feature a range of popular sites coupled with unique local experiences, such as culture, cuisine, and outdoor adventure. Customers can book a hassle-free darshan with us as we seamlessly handle their end-to-end comfort while they focus on their spiritual experience.
To offer customers ease and convenience, we also offer them the choice of Travel Now Pay Later and zero interest EMIs.”
Daniel D’souza, President and Country Head of Holidays, SOTC Travel Limited, said, “Spiritual tourism has witnessed significant growth in India; our data reflects an uptick of 20-30% month-on-month. Over our 75 years as a company, we have witnessed the evolution of pilgrimages with Indians now combining darshans with leisure and this was the genesis of our extended range of Pilgrimage Plus tours.
Pilgrimage Plus tours provide a spiritual core that includes pilgrimage along with a getaway amidst tranquil nature, outdoor adventure, and authentic local experiences. Our ready-to-book and personalized spiritual tours have been designed with care and offer a range of price points to suit every consumer segment.”
