Singapore/New Delhi – According to a 13 January, 2025 report by global strategic insights practice Canvas8, India’s hotel industry is undergoing an exciting transformation, driven by a growing demand for wellness weekends, destination weddings, and immersive cultural experiences. With tourism booming across the country, hotels are tapping into this new wave of aspirational Indian travellers, offering unique stays that connect guests with nature, culture, and wellness in unprecedented ways.
The report, How aspirational Indians are driving a wellness hotel scene, was authored by Anushree Arora and features expert comment from Puneet Bhambi who brings over 35 years of high-impact leadership and strategic experience in the hospitality sector; and Aniruddha Rajaramka, who plays a key role in managing Tathastu Resorts, a family-operated chain of experiential wildlife resorts in India.
The Canvas8 experts found that, the country’s hotel sector, projected to grow at 10.5% annually between now and 2027, is benefiting from India’s flourishing tourism scene, which includes everything from high-profile global events to family vacations, business conferences, and an increasing number of destination weddings. According to Puneet Bhambi, a hospitality advisor, the post-pandemic surge has been particularly strong. “Post-pandemic, the hotel industry has experienced a major boost from revenge tourism, with travellers eager to make up for lost time,” he notes.
Big Fat Indian Weddings Fuel Hotel Demand
Weddings, particularly destination weddings, have emerged as one of the biggest drivers of hotel demand. In 2024, approximately 10 million weddings in India contributed around $603 million in hotel bookings. The desire for personalized, unique wedding experiences is propelling this growth, with 20-25% of weddings now taking place in destinations across the country. According to Anirudhha Rajaramka, senior manager at Tathastu Resorts, “People prefer destination weddings in India due to the charm of rich heritage and the unique experiences they offer. Couples are no longer tied to traditional wedding locations.”
One notable example of this trend is the rise of the Tathastu Pench resort, which has become a sought-after wedding destination. Rajaramka explains, “A lot of people from Nagpur opt for this because it gives them a once-in-a-lifetime experience, is accessible for all their guests, and they feel an emotional bond with it, being so close to their roots and culture.”
Aspirational Couples and Celebrity Influence
High-profile celebrity weddings have only amplified the demand for destination weddings in India, with celebrities such as Virat Kohli and Anushka Sharma, Priyanka Chopra and Nick Jonas, and the Ambani family’s grand celebrations placing India on the map as a luxury wedding destination. Rajaramka adds, “Bollywood deeply influences wedding trends. Be it a small, intimate ceremony or a grand, lavish one. Everyone wants to go viral for their decor and their dresses. The couples now give us, photographers, mood boards.”
The Ambani wedding, for instance, put the cities of Jamnagar and Rajkot in the global spotlight, attracting international stars like Rihanna and boosting hotel occupancy rates. The wedding craze has created significant revenue opportunities for hotels, with luxury properties charging anywhere between Rs 1 million ($11,600) to over Rs 15 million ($174,000) per wedding. Rajaramka comments, “High-net-worth individuals often opt for destination weddings because they offer exclusivity, personalization, and an immersive cultural experience.”
India’s Middle Class and the Growing Wellness Market
India’s expanding middle class, expected to comprise 47% of the population by 2030, is driving increased domestic and international travel. This rise in disposable income, coupled with improved connectivity and infrastructure, is fuelling demand for immersive experiences. Rajaramka explains, “People are craving experiences that connect them with nature, and the government’s investments in infrastructure, like luxury trains such as the Vande Bharat, have significantly improved connectivity.”
As Indian travellers explore more diverse destinations, there has been a marked shift toward wellness and spiritual travel. “Post-pandemic, we saw an increase in people reconnecting with nature. They want to go beyond just beaches and mountains,” says Rajaramka. From 2019 to 2023, the number of people taking more than three trips per year grew by 25%, with a significant uptick in spiritual tourism. Searches for religious destinations like Ayodhya and Ujjain have surged, with the latter seeing a 359% increase in search activity.
This growing focus on spirituality and wellness has prompted hotels like ITC Hotels to introduce yoga classes and sacred site tours, while Lemon Tree Hotels is expanding its reach into spiritual destinations such as Haridwar and Dharamshala.
Experiential Travel and Immersive Stays
The desire for cultural immersion is further transforming India’s hospitality landscape. In 2023, cultural tourism accounted for nearly 40% of all tourist arrivals to India. “India’s rich cultural heritage is one of the country’s greatest draws,” explains Rajaramka. “At Tathastu, we’ve partnered with the local community to offer cultural experiences like rural cooking classes, where guests learn to prepare meals with village cooks in the jungle.” These types of experiential offerings are highly sought after by travellers looking to connect with India’s heritage and traditions.
Hotels such as Surya Haveli and Mayfair Spring Valley Resort in Guwahati are capitalizing on the demand for cultural immersion by offering guests the chance to experience local traditions through activities like folk performances, tea garden visits, and Assamese cultural celebrations.
The Future of Wellness Travel and Hotel Experiences
As more Indians seek unique and enriching experiences, the hotel industry is adapting to meet their needs. From wellness resorts offering nature walks and meditation retreats to boutique hotels celebrating regional heritage, India’s tourism sector is embracing a new era of aspirational travel. “If people choose to spend their three days off with you, you need to make it their best time possible,” says Rajaramka, highlighting the importance of providing high-quality, immersive stays for today’s experience-driven travellers.
To cater to this demand, hotels are reimagining their offerings to provide not only luxury but also cultural depth. The rise of destination weddings, wellness retreats, and cultural stays is shaping the future of India’s hotel scene, offering a rich, immersive experience for both domestic and international visitors.
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