THE SPIRITUAL SHIFT

FROM HEALING RITUALS TO TEMPLE-INSPIRED DESIGNS, HOSPITALITY IS EMBRACING THE SACRED TO MEET THE TRAVELLER'S SEARCH FOR MEANING

- Words → HIMAKSHI PANWAR

ON JANUARY 27 THIS YEAR, RITESH Agarwal, the CEO of OYO Rooms, took to social media platform X with an intriguing insight: spiritual tourism in India is booming—and hospitality must evolve to meet it.

Agarwal outlined his ambitious plan to add 500 new hotels across 12 pilgrimage destinations by the end of 2025, from Ayodhya to Amritsar and Nashik to Tirupati. His message was clear: travelling for faith should not mean compromising on comfort.

This sentiment mirrors a growing nationwide shift. In 2023, tourism directly contributed $231 billion to India’s economy, with the sector projected to grow 12-15 per cent annually over the next five years, according to EY. A significant slice of this boom is powered by spiritual and pilgrimage travel.

Religious tourism is now a cornerstone of India’s travel economy. According to a report by marketing analytics firm Kantar, one in four Indians (25 per cent) travel to religious destinations, reflecting not just spiritual motivations but also deep-rooted cultural and familial traditions.

Interestingly, the spiritual traveller today is younger than one might expect. Most pilgrims fall within the 25–44 age group, with those aged 25-34 most likely to visit Haridwar, while 35-44-year-olds prefer Ayodhya. This shift towards younger, more experience-driven pilgrims is at the heart of hospitality's transformation.

As this new generation of seekers hits the road, their evolving expectations are pushing the boundaries of traditional hospitality.