The impact of the pandemic on the “You only live once” sentiment has significantly influenced Indian travelers, who are now seeking immersive experiences and embracing destinations like the locals. Thomas Cook (India) Limited and its group company, SOTC Travel, have seen a 100% year-on-year increase in demand for spiritual destinations, driven by a preference for cultural experiences and adventure. Recent developments such as the inauguration of the Ram Temple in Ayodhya and improvements in connectivity and infrastructure have further accelerated interest, reflected in a ten-fold increase in online searches. To cater to this growing but largely unorganized segment, both companies have expanded their portfolio to offer a diverse range of personalized and ready-to-book spiritual tours across India and the subcontinent.
Traditionally popular with older people, spiritual journeys now appeal to a broader demographic, including multigenerational families, honeymooners, and millennials. Recognizing this shift, Thomas Cook and SOTC have curated the Pilgrimage Plus range of products, combining spiritual retreats with local adventures such as mountain biking in Vaishno Devi, diving in Rameswaram or rafting in Rishikesh. Additionally, they offer unique cultural experiences such as Chhau dance performances and wildlife encounters. Customized options include wellness programs such as yoga and Ayurvedic treatments. With guided tours, special offers like “Travel now, pay later” and interest-free EMI, companies aim to offer hassle-free experiences, allowing travelers to focus on their spiritual journey.
