Thomas Cook India and SOTC Travel focus on customers seeking a combination of pilgrimage and local culture. ET HospitalityWorld

The pandemic has affected the YOLO (You Only Live Once) sentiment and had a strong impact on Indian travelers. New age travelers prefer to immerse themselves in a destination and experience it like a local. Spiritual places are no longer limited to sacred places, but also include experiences such as adventure, health, food, culture, and history. Data from Thomas Cook (India) Limited and its group company, his SOTC Travel, reflects a 100% year-on-year surge in demand for spiritual destinations, with a strong preference for cultural experiences and adventure.

The recent inauguration of the Ram temple in Ayodhya and improved connectivity and infrastructure have made online searches 10 times faster. In a focused effort to tap into this high-potential yet unorganized segment, the two companies have announced that Spiritual We have expanded our tour portfolio.

Historically, older Indians/Gen S have constituted the main segment for spiritual travel, but Thomas Cook and SOTC are targeting multi-generational families, honeymooners/couples, young Indian Millennials and We are witnessing an increase in demand from segments such as Gen Z.

Consumer data from both companies reveals that demand is not limited to traditional pilgrimages, but also for unique local experiences. That’s why Thomas Cook and SOTC have created Pilgrimage Plus, an exciting range of products that combine a spiritual break with a local experience. Outdoor adventures like mountain biking and paragliding in Vaishno Devi, Rameswaram, a base for fun and diving with PADI professionals, and river rafting. Kayaking in Rishikesh, camping in Uttarakhand, jungle trekking in Gujarat and more. You can also enjoy unique experiences such as sunset boat rides in Varanasi, chow dancing, which combines Indian classical dance with martial arts and folk traditions, and nesting turtles. Learn the martial arts of Gahirmatha and Rushikriya in Odish, Rani Ki Vav stepwell in Gujarat, and Kalayalipayattu in Kerala.