Group travel today spans the entire spectrum; no longer a typical age profile for group travel. Alefiya Singh, Founder, Iris Reps, sees young adults travelling with friends, families travelling across generations, corporate groups, celebration groups as well as mature travellers choosing curated international holidays.
“One segment I find particularly interesting is multi-generational travel. When grandparents, parents and children travel together, the itinerary has to work for very different needs and interests. That is where destination expertise becomes important. A successful group holiday is not about making everyone do the same thing; it is about creating shared experiences while allowing different members to enjoy the destination at their own pace,” she says.
Not just a conventional group tour
Her clients are seeing an evolution among younger adults travelling with friends, colleagues and communities. “They are more experience-driven and socially influenced. They want a combination of food, nightlife, adventure, local culture and exploration, but they also want flexibility within the itinerary. This is why destinations such as Vietnam, Hong Kong and Macau work particularly well for this audience. They offer energy, entertainment, gastronomy and experiences, while still giving travellers the freedom to explore independently. We are also seeing younger travellers becoming more open to long-haul destinations. They are willing to invest in a bigger trip when the destination offers something genuinely different,” Singh adds.
Experience is the hero
One of the biggest changes she is seeing is that itineraries are increasingly being built around experiences rather than simply adding activities to a sightseeing programme. A Vietnam cruise, a safari experience in Kenya or Tanzania, marine and island experiences in Seychelles and Fiji, or an immersive journey through Australia can become the central reason for choosing the destination.
Even in destinations such as Maldives and Mauritius, the conversation has moved beyond simply selecting a resort. “Travellers are looking for wellness, water activities, private experiences, celebrations, local cuisine and unique moments. People may forget the exact itinerary, but they remember how the trip made them feel. That is increasingly influencing how we design group programmes,” she says.
She sees a healthy mix of first-time and repeat visitors in group travel. First-time travellers continue to be an important part of the market, particularly for long-haul destinations such as Australia and New Zealand, where travellers often want to experience the iconic highlights first.
But repeat travel is becoming much more interesting. Travellers who have already experienced a destination are increasingly looking for something different on their next visit—perhaps a different region, a luxury experience, a cruise, wellness or adventure.
She says, “For us, this creates a significant opportunity. Our job is not simply to sell a destination once; it is to keep creating new reasons for the traveller to return. The future of group travel is not necessarily bigger groups; it is better-curated groups. We are seeing more purpose-led travel—families coming together, milestone celebrations, friends travelling together, corporate incentives and special-interest groups,” Singh adds.
Travellers are also becoming more discerning. They want better hotels, better experiences, greater flexibility and more personalisation, and they are willing to spend when they see genuine value in what is being offered.
For a DMC, this makes group travel much more exciting because they must understand the personality and purpose of the group, rather than simply putting together a standard destination itinerary.
Whether it is a family holiday, a celebration, an incentive trip or an experiential journey, the real question is: What will make this particular group talk about the trip long after they return home? That, Singh believes, is the future of Indian group travel.
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.