India is absolutely ready for high-value tourists, believes Sangita Bansal, Managing Director, Lords Hotels & Resorts. “We are already witnessing strong growth in this segment. However, the market today is still a balanced mix of both value-driven and volume-driven travel. This is not a limitation but a structural strength of India’s tourism landscape. While premium experiential travel is expanding, volume-driven tourism continues to play a critical role in sustaining destinations and making travel accessible to a wider audience,” she says.
The shift toward value tourism begins with repositioning hospitality from transactional service to experience creation. Bansal adds, “Hoteliers and travel partners must focus on storytelling around destinations, personalised guest journeys, and curated experiences rooted in local culture, wellness, pilgrimage, nature, and authenticity. Strong digital branding, influencer engagement, and experience-led packaging will be key drivers. Equally important is training hospitality teams to deliver emotional, memorable stays rather than just operational service.”
However, she also feels that volume-driven tourism is not a disadvantage; it is essential for the long-term sustainability of the tourism ecosystem. “It ensures steady occupancy, supports livelihoods across multiple levels of hospitality employment, and drives consistent revenue flow across destinations. Volume also enables infrastructure growth and keeps destinations active throughout the year. The ideal model is balance: volume builds scale and accessibility, while value enhances profitability and global perception,” Bansal adds.
With over 17 years of experience in the B2B travel and hospitality sector, she brings deep insight into travel trade dynamics, industry challenges and market developments. She holds an MA in English Literature and a Diploma in Journalism from the Xavier Institute of Communications, Mumbai, which underpin her strong editorial expertise. An avid nature enthusiast, she prefers outdoor and adventure-led travel, including hiking and trekking.