The festive season in India is traditionally the busiest travel period of the year. As rising affluence reshapes demand and global hospitality giants expand their presence in the country, luxury travel is witnessing
a significant transformation. Hilton, with its expanding luxury portfolio, is positioning itself to tap into India’s evolving expectations of hospitality.
In an interview with News18, Candice D’Cruz, Vice President, Luxury Brands, Asia Pacific, Hilton, shares insights on festive travel trends, evolving priorities of Indian luxury travelers, and Hilton’s strategy to deepen its presence in the country.
How is demand for luxury travel in India trending this festive season, for both domestic and international tourists?
Candice D’Cruz: The current festive trends tell a fascinating story about how luxury travel demand is evolving in India. Overall travel demand is surging, both domestic and international, but what stands out is the quality and intent of that demand. We are witnessing a clear premiumization trend, with travelers taking fewer trips yet investing significantly more in planning these trips and ensuring these are experience-rich.
Domestic demand remains strong, driven by younger, affluent travelers seeking highly personalized and experience-led stays.
At the same time, international arrivals are steadily growing, especially from key long-haul markets such as the US, UK, and the Middle East. Seeking more than just accommodations, guests expect seamless digital convenience, meaningful experiences, and sustainable practices built into their journeys.
What is particularly heartening is the shift toward extended leisure stays and blended work-and-travel lifestyles, reflecting both the resilience and evolution of India’s luxury segment. Across the board, the emphasis is clearly on quality over quantity, with thoughtfully curated moments and meaningful celebrations shaping festive travel choices more than ever.
What are Indian luxury travelers prioritizing this festive season: wellness, culinary, or cultural experiences?
Candice D’Cruz: We see a clear shift in what Indian luxury travelers prioritize during the festive season. While festivals remain a time of joy and togetherness, guests increasingly seek experiences that are rooted in authenticity of the culture and tradition while being immersive and restorative. Families are choosing extended stays that allow them to celebrate traditions while pausing, recharging, and making memories from moments.
Wellness has become a core expectation, with guests seeking mindfulness sessions, spa rituals, sleep therapies, and nature-based experiences that help them restore their calm and balance. Culinary experiences remain central, but the focus is now on thoughtfully curated journeys, from chef-led market walks and regional tasting menus to festive feasts that celebrate India’s rich gastronomic heritage.
Cultural immersion is another priority. Guests value locally rooted experiences, from private puja ceremonies and artisan workshops to heritage rituals that connect them authentically to place and tradition. Personalization, convenience, and sustainability are non-negotiable, guiding how travelers choose and experience luxury.
How is Hilton’s luxury portfolio gearing up to capture the festive season demand in India? Are there any special offerings or localized experiences planned for Indian guests?
Candice D’Cruz: Modern Indian luxury guests are seeking experience-driven stays that blend luxury with authenticity and a deep connection to the destination. They are discerning and prioritize hyper-personalization, and increasingly seek meaningful, one-of-a-kind experiences that go beyond traditional amenities.
Keeping this in mind, Conrad Hotels & Resorts launched Conrad 1/3/5, a bold new initiative designed to deepen guests’ connection to the destinations they visit. This program offers exclusive 1-hour, 3-hour, and 5-hour experiences that highlight the unique culture, adventure, and local essence of each property’s destination. From cultural explorations to thrilling activities, these experiences will spark curiosity, broaden perspectives, and empower guests to see the world in a new light.
For example, with Diwali right around the corner, we understand that our guests traveling with family would be looking to not just celebrate, but create memories, and enjoy moments of playful connection. At Conrad Pune and Conrad Bengaluru, during the festive season, we aim to focus on moments that bring families together through shared culinary workshops, cocktail-making competitions, and interactive activities that allow multiple generations to slow down, learn, and connect. Beyond this, we have curated experiences that blend local culture, craftsmanship, and wellness, from heritage walks and food trails to masterclasses with artisans and unique sessions like honey-tasting with the ‘Bee Man of India.’
Besides this, our bespoke Diwali hampers named Khushiyan by Hilton reimagine festive gifting with handcrafted collections that blend traditional Indian flavors with contemporary elegance. Offering personalization and sustainable packaging options, from curated flavor profiles to eco-friendly materials like jute ropes and biodegradable fibers, they extend Hilton hospitality beyond the stay into homes and celebrations.
What sets Hilton’s luxury brands apart for Indian travelers during the festive season?
Candice D’Cruz: Cultural authenticity is paramount in the Indian market. It’s not just about replicating a brand’s aesthetic; it’s about weaving it into the fabric of the local culture. At Hilton we always strive to weave our offerings with the local culture, history, art, cuisine, and traditions.
India’s festive season is truly unlike anywhere else: long, vibrant celebrations, travel, and family gatherings that bring people together. Guests aren’t just looking for a hotel; they are seeking spaces that make these moments effortless, memorable, and meaningful.
At Hilton, we focus on creating moments that feel personal, celebrated, and unforgettable. Today, our luxury presence in India is anchored by Conrad Hotels & Resorts in Bengaluru and Pune. Conrad has become the preferred choice for festive travelers who seek contemporary elegance, seamless service, and versatile spaces that can host everything from intimate family gatherings to grand, unforgettable weddings.
Across Conrad properties, there is seasonal décor, bespoke festive menus crafted by our chefs, live music, and family-focused programming for Diwali, Christmas, and New Year. For Diwali, Khushiyan by Hilton offers exquisitely curated hampers with Indian sweets and artefacts, creating gifting experiences that feel thoughtful and indulgent.
Beyond the festive season, what is Hilton’s vision for strengthening its luxury brands in India, especially in emerging markets beyond metros?
Candice D’Cruz: Luxury today is about more than just exceptional service – it’s about creating deeply personal, transformative experiences that resonate with travelers. At Hilton, we differentiate our luxury brands through a combination of strong brand identities, highly personalized service, and a deep connection to the destinations we operate in.
Each of our luxury brands – Waldorf Astoria, Conrad, Signia and now LXR – has a distinct positioning that caters to different aspects of the luxury traveler’s mindset.
Hilton’s luxury portfolio has seen remarkable growth across Asia Pacific. With brands like Waldorf Astoria, Conrad, and LXR, we have established a strong presence in key luxury destinations.
India is naturally the next frontier – its luxury landscape is rapidly evolving, driven by a rising affluent class, inbound tourism, and a growing appetite for immersive, high-end experiences. Hilton’s vision for India is to establish a distinct presence for its luxury brands, ensuring they align with the country’s unique travel trends, rich cultural heritage, and market dynamics.
We are focused on expanding in key urban hubs, leisure destinations, and cultural landmarks—ensuring that each property sets a new benchmark for luxury in the market. Exciting opportunities on the anvil include the opening of our first Waldorf Astoria and our third Conrad in Jaipur, Waldorf Astoria in New Delhi, Signia by Hilton in Jaipur by 2028, and an LXR Hotels & Resorts in Bengaluru.
As we continue to strengthen our presence in India, we remain committed to bringing world-class luxury experiences tailored to modern travelers, setting new standards for hospitality in the region.
