India’s online travel landscape is evolving at unprecedented speed, powered by digital-first consumers, expanding demand from tier-2 and tier-3 cities, and a growing appetite for personalised, experience-driven journeys. As technology reshapes discovery, booking and pricing models, online travel platforms are also being challenged to balance affordability, transparency and sustainability. In this exclusive interview, Rikant Pittie, CEO and Co-Founder of EaseMyTrip, shares his perspectives on shifting Indian traveller behaviour, the role of AI, biometrics and data analytics in shaping the next phase of travel-tech, EaseMyTrip’s customer-first differentiation strategy, and how homegrown platforms can strengthen India’s digital travel infrastructure while enhancing global competitiveness.
India’s online travel landscape has evolved rapidly over the past decade. What have been the most notable shifts in Indian traveller behaviour, preferences, and expectations, particularly across metro and emerging tier-2 and tier-3 markets?
Over the last decade, Indian travel behaviour has become distinctly digital-first and far more experience-led. Studies indicate that nearly 80-85% of travellers now prefer online platforms for planning and bookings, while video-based discovery channels play a strong role, with over 65% using them for inspiration. In the metro market,s expectations have shifted towards convenience, flexibility, and assured service quality with travellers willing to pay more for comfort and reliability.
We have also seen that 80% of travellers are open to spending more on meaningful experiences rather than basic itineraries. Growth from tier 2 and tier 3 cities has been equally transformative, driven by improved connectivity, rising incomes and higher digital confidence. Travellers from these markets are planning earlier, exploring new destinations and showing strong interest in leisure, spiritual and short break travel, reflecting a more informed and aspirational mindset.
From AI-driven personalisation to automation and data-led pricing, technology is reshaping how Indians plan and book travel. Which emerging technologies do you see having the biggest impact on online travel platforms in India over the next five years?
The way travellers engage with technology is evolving rapidly across India. Biometric and digital identity systems are enabling users to complete seamless journeys, reducing friction at check-in and boarding. When paired with mobile-based payment solutions, these technologies make transactions faster, more secure, and more reliable. We are likely to see the real impact of technology unfold over the next few years.
Advanced data analytics and predictive algorithms are going to help platforms anticipate traveller preferences, optimise pricing, and deliver personalised offers in real time. Immersive tools such as augmented and virtual reality are allowing travellers to explore destinations before visiting, particularly benefiting smaller cities. These innovations are setting new standards for convenience, security, and personalisation, shaping a travel ecosystem that meets the expectations of India’s increasingly tech-savvy and experience-focused travellers.
Competition in India’s online travel space is intensifying. How does EaseMyTrip continue to differentiate itself while maintaining transparency, affordability, and a customer-first approach?
Differentiation in a crowded market comes from staying anchored to a clear and simple business formula. The focus has consistently been on keeping pricing transparent and affordable on flights, hotels, and holidays. We are one of the companies with the ‘zero convenience fee,’ ensuring customers see exactly what they pay without hidden charges. This approach resonates strongly with value-conscious travellers, especially across emerging markets, where trust plays a decisive role in booking decisions.
Affordability is supported by dependable service standards and responsive customer support, so savings never come at the cost of experience. Continued emphasis on relevant content and local partnerships helps the platform remain close to evolving travel needs. Together, these elements reinforce a customer-first approach that builds loyalty and long-term confidence.
Sustainability is gaining importance among both travellers and businesses. In the Indian context, how can online travel platforms actively influence responsible travel choices without compromising convenience or affordability?
The way travellers think about their journeys is changing. Sustainability now matters deeply to a growing share of Indians. Nearly three-quarters of Indian travellers now prioritise sustainable options when booking, placing environmental responsibility alongside convenience and price. Many travellers are willing to choose stays or activities with clear sustainability credentials even if these are perceived as costlier, especially when platforms make these choices easy to identify and select.
Offering transparent filters and clear indication of greener options, such as lower-impact transport or eco-friendly stays, helps platforms guide decisions without compromising simplicity or affordability. Aligning travel choices with local culture, community support, and conservation efforts can encourage responsible behaviour. Presenting sustainability as a natural part of planning and ensuring it does not add complexity or surprise costs will help travellers make mindful decisions that benefit destinations and future generations.
India’s travel-tech and startup ecosystem has matured significantly. Based on your journey, what key lessons would you share with founders building scalable, consumer-facing travel or digital platforms today?
India’s travel-tech journey has shown that scaling consumer-facing platforms requires focus on solving real problems with simplicity and clarity. Founders must start with deep empathy for the customer and design every interaction around ease of use and trust. Consistent investment in talent and technology is essential because solutions that work at scale need robustinfrastructure and relentless iteration.
Building partnerships across the ecosystem accelerates reach and relevance, whether that means working with content creators, local businesses or service providers. Resilience matters too because market shifts can be swift and unpredictable, and teams must be ready to adapt without losing sight of core values. Founders should also cultivate a culture that values data alongside intuition, balancing insights with creativity. Finally, keeping a long-term view, serving customer needs first and maintaining operational discipline are what enable sustainable growth in a competitive landscape.
Data and analytics play a central role in understanding travel demand and emerging trends. What insights from Indian travel data are currently shaping EaseMyTrip’s product innovation and expansion strategy?
Travel data is treated as a living input rather than a static report, and it consistently shapes how decisions are made. Patterns across searches, bookings and post-travel behaviour reveal how Indian travellers are combining modes of transport and expecting journeys to feel connected rather than fragmented. This has encouraged a broader view of the travel experience, where planning does not stop at tickets but extends to comfort assurance and continuity.
Signals from domestic travel behaviour also help refine where inventory depth and timing matter most, allowing offerings to stay relevant across regions. Predictive insights support smarter planning around seasonality and demand shifts, reducing friction for customers while improving reliability. Keeping innovation grounded in real travel behaviour ensures growth remains practical, scalable, and closely aligned with how people actually move and plan today.
Looking ahead, how do you envision India’s position in the global travel and tourism ecosystem, and what role can homegrown online travel platforms play in strengthening India’s digital travel infrastructure and global competitiveness?
The way India’s role in the global travel and tourism ecosystem is evolving is closely tied to its expanding reach and growing digital strength. Indian travellers are showing strong intent to travel, supported by a rising middle class and improved connectivity. We have observed an interesting trend where more than 80% are planning more trips abroad. This momentum highlights India’s increasing influence across the Asia Pacific region and beyond. Improved passport mobility, with access to more than 50 visa-friendly destinations, has further eased outbound travel.
In this context, online travel platforms play a defining role. They act as the digital backbone of the ecosystem, shaping how travel is discovered, planned, and managed through mobile-led experiences. By building intuitive, scalable, and inclusive infrastructure, homegrown platforms can strengthen global competitiveness while enabling Indian travellers to engage confidently with the world and present India as a digitally advanced travel market.
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