Happiness Becomes Travel’s New Currency: Indian Consumers Demand Experiences Over Things, Says Collinson International

India’s travel and loyalty landscape is undergoing a seismic shift, as consumers increasingly measure value not in material goods, but in moments that bring happiness, connection, and personal growth. New research from Collinson International reveals that happiness has emerged as the new brand currency, reshaping how Indian travellers engage with brands and redefining loyalty in the booming transformation economy.

Collinson’s “2025 Asia Pacific Consumer Happiness Report,” surveying over 4,000 consumers across eight markets, highlights how Indians—particularly younger generations—are placing transformative experiences at the heart of their spending decisions. For the travel industry, this signals both challenge and opportunity as businesses race to deliver meaningful engagement that goes far beyond traditional perks and discounts.

Younger Generations Drive Demand for Transformative Experiences

Millennials and Gen Z are leading India’s new era of experiential travel. According to the report, a staggering 98% of Millennials and 93% of Gen Z respondents in India rely on brands to access unique, transformative experiences. These generations crave activities that create memories and personal growth, from attending global sports events to exploring new cultures.

Unlike older generations who often measure value through tangible rewards or savings, younger travellers increasingly seek emotional fulfilment and identity expression through their travel choices. This is a clear call for the industry to innovate offerings that cater not only to comfort and convenience, but also to deep human needs for connection and self-discovery.

Tiered Loyalty is Giving Way to Emotional Bonds

Traditional loyalty programs have long focused on transactional rewards: points, upgrades, or discounts. But the Collinson report shows India’s consumers want more. They expect brands to deliver experiences that bridge the gap between their everyday lives and their aspirations.

92% of Indian respondents rely on brand rewards to unlock experiences that feel special and exclusive, well above the 81% average across the Asia Pacific region. This signals a huge opportunity for travel brands to become powerful drivers of happiness, building emotional loyalty that translates into long-term business success.

Consumers satisfied with brand rewards show tangible loyalty behaviours. In India, 56% are willing to try new products, 54% consistently repurchase from the same brand, and 52% actively engage with brands on social media. The loyalty landscape is shifting from purely transactional to deeply relational.

Connection Over Individualism: A Cultural Insight

While the desire for unique experiences is rising, Indian travellers also show strong cultural preferences for connection over individualism. Collinson’s research reveals that 56% of Indian consumers prioritise rewards that strengthen ties with family and friends over purely personal fulfilment.

This insight is even more pronounced among Boomers, 64% of whom prefer rewards that help foster family and social bonds, compared to 55% among Gen Z. The message for brands is clear: to win the hearts of Indian travellers, experiences should be designed not just for individuals, but for groups, couples, or families seeking shared memories.

These cultural nuances underscore why India is such a unique and high-potential market for experiential travel. Brands that tap into collective joy and relationships will stand apart in a crowded marketplace.

Health, Personal Growth, and Sustainability Shape Priorities

Indian travellers are also redefining what “value” means in a post-pandemic world. When asked about the types of rewards that matter most, 20% cited health and well-being benefits, 15% pointed to personal development and learning opportunities, and 13% prioritised environmental sustainability initiatives.

This signals a broader transformation in consumer values. Travellers want brands to support their aspirations not just for adventure, but for a healthier lifestyle, greater knowledge, and positive global impact.

Travel companies have a significant opportunity to innovate loyalty programs and experiences that resonate with these priorities—from wellness retreats and eco-friendly stays to cultural learning journeys that broaden horizons.

The Role of Digital Transformation in Loyalty

The digital revolution is a key enabler of this new loyalty paradigm. Younger consumers expect seamless, app-driven experiences, instant access to rewards, and personalised offers tailored to their unique interests and travel behaviours.

Collinson International’s own strategy reflects this shift. Over the past year, the company expanded its Priority Pass network in Asia Pacific by 16%, now boasting nearly 750 airport lounges and travel experiences across the region. Globally, Priority Pass offers access to more than 1,700 lounges and exclusive experiences.

This expansion underlines how digital platforms are not only offering convenience but are also becoming essential gateways to the transformative experiences travellers crave.

Implications for India’s Booming Travel Market

India’s outbound travel is already surging, driven by growing disposable income, widespread digital adoption, and an expanding middle class eager to explore the world. But Collinson’s report suggests that the future of this growth depends on how well brands understand and deliver happiness-driven experiences.

Standard loyalty points and generic discounts are losing their shine. Travellers are looking for authentic engagement—moments that make them feel seen, valued, and inspired. For travel professionals, this means reimagining customer journeys, creating content that sparks curiosity, and investing in partnerships that unlock exclusive, emotion-rich experiences.

The Future of Loyalty is Human

Collinson’s research serves as a powerful wake-up call: in the transformation economy, brands must evolve from service providers into experience curators. Travel brands that embrace this will not only capture market share but also cultivate loyal communities of consumers who see them as integral to their happiness and personal stories.

India, with its diverse and emotionally driven travellers, is at the forefront of this global shift. As Rohan Bhalla of Collinson International points out, true success will come to brands that go beyond traditional loyalty and deliver transformative, life-enriching experiences.

For those willing to innovate, the payoff will be enormous. Happiness is no longer just a byproduct of travel—it’s the new currency. And for India’s travellers, the journey has only just begun.

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