Travel and tourism has historically grown at nearly twice the pace of a country’s GDP. India is no exception. As one of the fastest-expanding travel markets globally, the sector is riding on rising incomes, improving infrastructure, and a strong cultural inclination toward travel.

But while demand is accelerating, the industry is still evolving in how it builds and sustains long-term trust.

Today, more than 60-70% of Indian travellers rely on online platforms for planning and booking. What began as a utility-led transition has become the norm. Real-time comparisons, instant access to options, and seamless bookings have fundamentally reset traveller expectations.

However, that phase of differentiation is gradually maturing. These capabilities are no longer perceived as innovations; they are expected as a basic standard. The conversation is now expanding beyond access and efficiency to something more fundamental i.e. reliability across the entire travel journey.

Consumer sentiment reflects this shift. While travel intent remains strong, platform preference is increasingly shaped by how companies respond during disruptions. Service recovery and customer support have emerged as critical drivers of satisfaction. In a digital ecosystem where switching platforms takes seconds, even a single poor experience can influence long-term behaviour and brand perception.

From our booking data, this behaviour plays out across both domestic and international travel. We see similar patterns, where repeat usage is closely linked to how consistently post-booking experiences such as refunds and rescheduling are handled. On high-frequency domestic routes like Goa, repeat bookings are often driven more by past service experience than by pricing alone, especially when it comes to refunds and rescheduling.

For long-haul destinations such as Europe, travellers tend to be far more deliberate. We see higher levels of cross-platform comparison and a clear preference for platforms that offer transparency and reliability, given the higher ticket sizes and longer planning cycles. In both cases, trust becomes a stronger driver than cost.

A simple industry thumb rule is that travel and tourism grows at nearly double the pace of GDP. This momentum is also reflected in India’s broader trajectory. According to the World Travel & Tourism Council, the sector is expected to grow at around 7% annually over the next decade. This sustained expansion further reinforces the need for platforms to move beyond transactional efficiency and focus on building long-term credibility.

Consumers in smaller cities are seeking more than just basic travel options. Demand is rising for air-conditioned, safe, and technology-enabled bus services. As incomes grow, premium and reliable travel options that combine comfort with affordability are becoming increasingly important. This shift is opening the door for new business models and service improvements in intercity bus transport.

This shift is becoming even more visible among younger travellers. Discovery may begin on platforms, but decisions are increasingly influenced by reviews, shared experiences, and peer validation. At the same time, with AI becoming central to travel planning, expectations around transparency are rising. Travellers are not just looking for recommendations, now they want to understand them as well.

Despite this progress, there remains an opportunity for the industry to further strengthen the overall customer experience. Service recovery is often treated as a backend function rather than a core product experience. Areas such as refunds, customer support, and accountability remain key focus points for the industry as it works to align customer expectations with actual experience.

The implication is clear. The next phase of growth in travel will not be defined by who can acquire customers faster, but by who can retain their trust longer.

At the same time, trust today is multi-layered. It extends beyond service recovery into how platforms handle data, personalise experiences, and maintain transparency in AI-led systems. As travellers become more aware, explainability and data security are no longer optional, rather they are expected.

In this environment, reputation is no longer built through marketing alone. As platforms evolve, the focus increasingly lies in reducing friction and strengthening accountability across the travel journey. It is shaped continuously through every interaction, every review, and every shared experience. The platforms that will define the next phase of growth are not those that compete most aggressively on acquisition, but those that embed trust into every layer of their offering from product design to customer support.

Because ultimately, travel is not just a transaction. It is a commitment. And in a market defined by choice, trust is what turns that commitment into confidence and platforms into enduring brands.

The author is the CEO & Co-Founder of EaseMyTrip.

DISCLAIMER: The views expressed are solely of the author and ETTravelWorld.com does not necessarily subscribe to it. ETTravelWorld.com shall not be responsible for any damage caused to any person/organisation directly or indirectly.

• Published On May 13, 2026 at 04:40 PM IST

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