Alive App survey shows that urban consumers turn to local experiences as travel costs rise
A survey has found that more than 75 pc of urban consumers in India are engaging in local experiences this summer, with one in three increasing their spending, as rising travel costs and flight uncertainty prompt a shift away from traditional travel.
The findings are based on insights from a survey of 500,000 respondents across Bengaluru, Hyderabad and Goa, conducted by Alive App, a leading tech-led firm for original, immersive experiences based in Bengaluru,.
In a press statement, Alive App says that according to the survey, based on insights from 500,000 respondents across Bengaluru, Hyderabad and Goa, 67 pc reported higher travel costs compared with last year, reflecting growing cost pressures during the peak travel season.
It adds that booking behaviour remains cautious despite continued interest in travel. Around 34 pc of respondents have booked travel for the March-May period, while 33 pc are still planning but have not yet booked, indicating a wait-and-watch approach. Another 33 pc say they do not plan to travel this season.
According to the statement, the findings come at a time when Indian aviation sector is facing elevated fares and operational pressures. Airlines are dealing with higher input costs, including aviation turbine fuel, alongside capacity.
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Globally, trends highlighted by the International Air Transport Association point to ongoing demand-supply imbalances and cost pressures across the aviation ecosystem, contributing to fare volatility and periodic disruptions.
The survey’s findings indicate that against this backdrop, the experience economy, spanning events, activities, wellness and immersive leisure, is expanding as consumers prioritise flexible, experience-led spending over traditional travel formats.
According to the statement, 39 pc of respondents are engaging in more local experiences than before, while 36 pc are maintaining similar levels of participation, indicating sustained demand for such activities.
This shift is also reflected in spending patterns, with 35 pc of respondents saying they are allocating more of their discretionary budgets towards local experiences.
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The statement adds that adventure, outdoor activities and cultural experiences are among the most preferred formats, highlighting demand for immersive and social options that replicate elements of travel within urban environments.
Vivek Kumar
The survey shows that the shift is driven by a mix of factors. Respondents cited convenience at 22 pc and time constraints at 19.8 pc, alongside high travel costs at 21.6 pc and flight uncertainty at 20 pc as key influences on their leisure decisions.
The findings point to a broader evolution in leisure consumption, where local experiences are becoming an integral part of how urban consumers plan their time and spending, particularly during periods of high travel costs and uncertainty.
“Travel demand remains strong, but consumers are becoming more flexible in how they plan their leisure. Rising costs and unpredictability are prompting more people to explore high-quality experiences closer to home. Importantly, this shift is not only disruption-led. Convenience, time flexibility and the growing availability of curated experiences are playing an equally important role, indicating a more structural change in how urban consumers engage with leisure,” says Vivek Kumar, Founder, Alive App.