Travel in India is shedding its old skin. Gone are the days of rigid itineraries and tourist traps. Today’s urban travellers—mostly young professionals with cash to spare—crave trips that mix adventure, culture, and a sense of belonging. Social media lights the spark, showcasing far-off valleys and hidden cafes, while rising incomes make those dreams real. But it’s not all smooth sailing: inflation squeezes wallets, safety concerns linger, and technology raises the bar for what a “good” trip means. In this shifting world, WanderOn Experiences, a Delhi-based startup, is trying to redefine exploration for a restless generation.

Started in 2017 by Govind Gaur, WanderOn pitches itself as the antidote to cookie-cutter tours. It offers curated group trips—think Ladakh treks or Meghalaya getaways—for millennials and Gen Z who want more than selfies. With 3,000 to 4,000 travellers a month, it’s built a following through Instagram reels and word-of-mouth buzz. Gaur’s vision is bold, but the travel game is brutal, with big players like MakeMyTrip and lean startups vying for the same crowd. Can WanderOn keep its niche charm as it dreams bigger?

The travel industry’s churn is hard to miss. Young Indians are spending more—tourism revenue hit $25 billion last year, per government data—but they’re pickier, too. They want trips that feel personal, safe, and shareable. WanderOn stepped into this gap, but it’s walking a tightrope. Scaling up risks diluting its vibe, and economic hiccups could cool demand.

Gaur saw the shift early. “I started WanderOn back in 2017. I used to travel a lot before that. Back in those days, most travel companies were either very touristy or very conventional in how they helped people experience travel. Millennials and Gen Z wanted something new—experiential travel, not the regular tourist circuit. And back then, no company was specifically catering to only this community. Most travel companies were focused either on families or school kids. None were really speaking to the younger crowd. That was my ‘a-ha’ moment,” he said.

A former engineer from NIT Kurukshetra, Gaur cut his teeth organising college events, learning to stretch budgets and pitch ideas. That hustle fuels WanderOn, which moves serious numbers: “We take around 2,000 people to Kashmir every year, 6,000 to Ladakh, 3,000 to Spiti, and 3,000 to Meghalaya,” he noted. Social media drives the engine. “Our social media handles are very active. We have more than 5 lakh followers,” Gaur said. “We run campaigns in different cities through social media and Google Ads.” Over 43% of business comes from repeat travellers or referrals, a solid start in a crowded market.

WanderOn’s trips aim for immersion. “We curate end-to-end experiences,” Gaur explained. “For domestic destinations like Kashmir, the traveller reaches Srinagar airport on their own. From there, we take care of everything—transport, hotel arrangements, activities, sightseeing, meals, etc. We ensure they get a mix of local culture, hospitality, adventure, and leisure.” It’s not just logistics; it’s about connection. “Two major things,” Gaur said. “Community: The quality of people you travel with—mostly from Tier 1 and Tier 2 cities, working professionals, affluent and like-minded. People end up building long-term networks, launching businesses together, even getting married. Team Captains: We have trained journey mentors who travel with the group, run ice-breaking sessions, help explore hidden spots, and ensure quick on-ground support.”

Safety’s a big deal, especially for women travellers. “We have a six-month training program for captains,” Gaur said. “The first three months focus on soft skills, crisis management, and leadership. The next three months include medical training, women’s safety, and local culture and heritage.” With 280 to 300 captains, including over 60 women, they’re held to high standards. “We have strict SOPs,” Gaur added. “If someone is creating a nuisance or not matching the vibe of the group, they are removed. We’ve done this before—refunded the entire amount and removed people mid-trip.”

Why WanderOn clicks?—it’s like a club for wanderers, turning strangers into allies. But growth is tricky. Bigger groups could fray the community feel, and competitors aren’t sleeping. Established firms have deeper pockets, while newer outfits undercut on price. Social media’s a fickle friend, too; one algorithm tweak could dent visibility.

Gaur’s eyeing the horizon. “We have three major plans,” he said. “Expanding our experiential travel business geographically and demographically… tailoring our experiences for people aged 60 and above. Introducing ‘WanderOn Plus,’ a segment dedicated to older adults… Incorporating wellness and spiritual travel.” Tech’s a key piece. “We’re developing two key AI use cases,” he explained. “AI Travel Assistant: If a family is planning a trip to Kashmir, they can simply provide details like the number of family members and their preferences. The AI assistant will generate a completely personalised itinerary. AI Assistant for In-Destination Recommendations: Once travellers are at their destination, they can interact with an AI assistant to get personalised suggestions.”

Those are big swings. Jumping from Rs 100 crore to Rs 600 crore needs serious cash, and AI isn’t cheap. Plus, catering to retirees while keeping the youth vibe sounds like a stretch. WanderOn’s got a head start, tapping into a real hunger for meaningful travel. But in a world where everyone’s selling “experiences,” staying unique is the real test.