Rising
airfares and uncertainty push consumers toward local experiences, with 75%
actively opting for experiences and 35% spending more
Bengaluru,
21 April 2026 : More than 75% of urban consumers are
engaging in local experiences this summer, with 1 in 3 increasing their
spending, according to a survey by Alive App, as rising airfares and
travel uncertainty reshape leisure behaviour in India.
The
survey also found that 67% of respondents reported higher travel costs compared
with last year, reinforcing growing cost pressures during the peak travel
season. Despite continued interest in travel, booking behaviour reflects
caution. About 34% of respondents said they have booked travel for the
March-May period, while 33% are still planning but have not yet booked,
indicating a wait-and-watch approach. Another 33% said they do not plan to
travel this season.
The
findings come at a time when India’s aviation sector is witnessing elevated
fares and operational pressures. Airlines have been grappling with higher input
costs, including aviation turbine fuel, while capacity constraints and
peak-season demand continue to impact pricing and availability.
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.
Against
this backdrop, the ‘experience economy’, spanning events, activities,
wellness and immersive leisure, has been expanding globally, as consumers
increasingly prioritise flexible, experience-led spending over traditional
travel formats.
Alive’s
survey suggests this shift is now playing out in India in a meaningful way. As
travel becomes more expensive and less predictable, consumers are increasingly
opting for alternatives closer to home. The survey found that 39% of
respondents are engaging in more local experiences than before, while 36% are
maintaining similar levels of participation.
This shift is also
reflected in how consumers are allocating their budgets. About 35% of
respondents said they are spending more on local experiences, indicating a
gradual reallocation of discretionary leisure spending.
Among
the most preferred formats are adventure and outdoor activities and cultural
experiences, highlighting demand for immersive and social formats that
replicate elements of travel within urban environments.
Importantly,
the shift is not driven by disruption alone. Respondents cited convenience
(22%) and time constraints (19.8%) alongside high travel costs (21.6%) and
flight uncertainty (20%) as key factors influencing their choices.
The
findings point to a broader evolution in leisure consumption, where local
experiences are increasingly becoming a core part of how urban consumers plan
their time and spending.
The
survey was conducted among five lakh urban consumers across Bengaluru,
Hyderabad and Goa in March-April 2026.
Supporting
Quote
Vivek
Kumar, Founder, Alive App
“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.”
About
Alive App
Alive
App is India’s first tech-led platform
dedicated to creating and scaling original, emotionally engaging experiences
across adventure, art, craft, food, wellness, and culture. Designed for modern
urban consumers, Alive makes discovering and participating in meaningful
experiences a habitual part of city life. By combining high-touch experience
design with proprietary technology, Alive enables creators to build sustainable
businesses while helping people reconnect with curiosity, joy, and real-world
connection. Alive is currently live in Bengaluru, Hyderabad, and Goa,
with plans to expand to 10 major Indian cities and multiple leisure
destinations this year.
Website:
www.iamalive.app
Instagram:
@iamalive.app