Most Indian travellers now find their next holiday on a phone screen. A new survey by intercity bus operator zingbus, based on responses from 2,371 people across India aged 18 to 40, found that 72% discover offbeat destinations through Instagram Reels and other short-form videos. The poll ran from 24 August to 20 September and lands just ahead of World Tourism Day, whose 2026 theme is digital tools and AI reshaping tourism — a fitting backdrop.
Discovery, it turns out, is only step one. Around 31% of respondents went on to actively research a destination after a social media spark, and the jump from scrolling to booking hinges on something reels can't provide: trust. More than half — 52% — said positive traveller reviews are critical before they commit to a booking.
AI has quietly become part of the planning routine too. Some 61% of those surveyed used AI to plan at least one trip in the past year. ChatGPT leads the pack at 44%, with Google AI Overviews second at 23%. The most valued use case? Personalised, day-by-day itineraries, cited by 45% of respondents. In other words, the inspiration and the spreadsheet can both come from a chatbot now.
What travellers say they want next is less admin. 48% said they'd rather book an end-to-end curated group or offbeat package — provided transport, accommodation and experiences are verified and hassle-free. zingbus is clearly betting on this: its experiences vertical, Chyll, bundles bus transport, verified stays and local activities into single itineraries, with trips like kayaking, riverside cooking, heritage walks and regional food trails. It's pushing into less-trodden Himalayan spots including Sethan, Sissu, Jibhi, Tirthan Valley, Kalpa and Munsiyari.
Co-founder and CEO Prashant Kumar framed the gap neatly: you can discover a destination in seconds and build an itinerary with AI almost instantly, but the hard part is knowing whether the transport is dependable, the stay is decent and the price is fair.
Why should a traveller elsewhere care? Because this pattern isn't uniquely Indian. Short video drives wanderlust everywhere, AI drafts the plan, and the final hurdle is always confidence — reviews, verified operators, transparent pricing. If you're plotting an offbeat trip inspired by a reel, the survey's implicit advice is sound: let the algorithm find the place, but let real reviews and verified operators decide how you get there and where you sleep. And if you're heading to Himachal's quieter valleys, you're part of a trend that operators are racing to serve — which usually means better packages and fairer prices for everyone.
