Rahim Aslam, Founder, One Above Global (OA Globe DMC), observes group travel across the entire age spectrum—from young professionals and friends travelling together to families, multi-generational groups and mature travellers.
“The expectations, however, vary. Younger travellers tend to look for flexibility and experiences, families prioritise convenience and activities for different age groups, while mature travellers generally value comfort, ease and well-curated itineraries,” he says.
His team also sees a significant rise in multi-generational travel, where grandparents, parents and children travel together. This is creating demand for destinations and products that can cater to very different interests without compromising on comfort. “Group travel has become age-agnostic; the reason for travelling together is what defines the group,” Aslam adds.
Young travellers are making group travel more social, spontaneous and experience-led. “There is a noticeable shift among younger adults, particularly groups of friends and young professionals. They are less interested in a rigid sightseeing itinerary and more interested in food, nightlife, adventure, local culture and experiences that they can share and talk about. They also tend to look for a balance between planned activities and personal time,” he says.
Baku and Georgia, for example, fit well into this trend because they offer a mix of culture, gastronomy, entertainment and relatively unexplored experiences. Another interesting shift he sees is that younger travellers are increasingly willing to consider long-haul group holidays, provided the destination offers enough unique experiences to justify the investment in time and money.
The group traveller today wants a story to take home, not just a checklist of attractions. “We are seeing a clear move towards experiential travel—culinary experiences, adventure, wellness, wildlife, cultural immersion and activities that allow travellers to participate rather than simply observe. For instance, Egypt lends itself strongly to history, heritage and Nile experiences, while Australia offers a very different proposition with wildlife, adventure, road journeys and city experiences. In island destinations, the focus is increasingly moving beyond simply staying at a resort towards water activities, wellness, celebrations and curated experiences. For younger groups in particular, the experience is often the reason for choosing the destination in the first place,” Aslam shares.
Repeat travel today doesn’t mean repeating the same holiday—it means discovering a different side of a destination. “We see a healthy combination of both first-time and repeat travellers. There continues to be strong demand from first-time international travellers who want destinations that offer good value, convenience and a wide range of experiences. At the same time, experienced international travellers are becoming more adventurous and are looking for deeper, more personalised itineraries. A traveller may visit a destination once for the classic highlights and return later for luxury, wellness, culinary, adventure or offbeat experiences. This is particularly important for the trade because it creates an opportunity to reposition a destination for the same traveller rather than simply selling it once,” he says.
The biggest shift we are seeing is from the traditional ‘group tour’ to the ‘group experience’. Indian groups are becoming more curated, smaller and purpose-driven. Aslam says, “We are seeing demand from friend groups, milestone celebrations, family reunions, destination celebrations and corporate incentive groups, alongside traditional leisure groups.”
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.