Most of us can’t make it through the workday without wishing for that one co-worker to stub their toe against the desk. Some of us, however, are readily having after-work drinks with our colleagues. As we pour ever more of our lives into our jobs, groups of office buddies are increasingly vacationing together (outside of the mandatory off-site). And the travel industry is watching sceptically, but keenly.
Surely, the team takes off together because they want to vent? It does start off like that, but there’s more, say hospitality folks. “Shared frustrations about work often turn into shared laughter over drinks. This makes domestic nightlife and entertainment destinations a big draw,” says Rikant Pittie, co-founder of the travel portal EaseMyTrip.
CEOs and upper management aren’t likely to take off on a break together. It’s junior and mid-level professionals, in groups of four to six, who are likely to earmark a long weekend (or a slightly longer break) for a getaway. “Mixed-gender groups are common, reflecting workplace dynamics,” says Devendra Parulekar, founder of hospitality and property management company, SaffronStays.
It isn’t immediately obvious, but colleagues vacation differently, say industry folks.They’re all looking to recharge and unwind from the same level of work pressure. Additionally, each is an earning member, open to new experiences and keen to exercise some degree of social signalling. So, they tend to spend more than groups of friends and families. “Group dinners, cocktail hours, and beachside gatherings are popular, but these trips are primarily about shared experiences, connection, and making memories,” says SD Nandakumar, president and country head for holidays and corporate tours at SOTC.
{{/usCountry}}It isn’t immediately obvious, but colleagues vacation differently, say industry folks.They’re all looking to recharge and unwind from the same level of work pressure. Additionally, each is an earning member, open to new experiences and keen to exercise some degree of social signalling. So, they tend to spend more than groups of friends and families. “Group dinners, cocktail hours, and beachside gatherings are popular, but these trips are primarily about shared experiences, connection, and making memories,” says SD Nandakumar, president and country head for holidays and corporate tours at SOTC.
{{/usCountry}}Rajeev Kale, president and country head for holidays, MICE and visa at Thomas Cook India, says most vacation spending among colleagues is driven by experiences, not products. “They’re willing to spend more on unique, shareable moments, and invest in Instagrammable activities, adventure trips, and curated itineraries.” So, where else will #VacationGoals come from if not from Instagram and other social media?
Working it out
Dhruvi Shah Mota, 37, and Arzoo Jajodia, 38, worked in different departments of a tech startup in Mumbai a few years ago. Both realised quickly that they had more in common with each other than with their other colleagues. In June 2024, they planned a four-day trip to Goa. “We ate lots of food, chilled on the beach, got foot massages, danced, made memories,” Shah Mota says.
Shah Mota has since joined the family’s cinema exhibition business. Jajodia has moved to a finance company. And yet, they’re planning their next trip. “My existing friends have kids and family responsibilities,” Shah Mota says. “I’ve travelled with them too, but it’s more difficult to plan now.” With a former colleague, however, taking a break is just easier. “She’s easy to travel with, and she enthusiastically suggests trips, putting in the work with planning and other details.”
In Pune, Dhruvi Khanvholia took a trip to Delhi, Rishikesh, Haridwar and Triyugnarayan with five former and current colleagues, all engineers, in September 2024. The makings of the friendship were already there, she says. “We would spend more than eight hours together daily in the office. We knew we would get along even before the trip. So, when the chance to take a holiday arrived, we jumped at it.”
Planning was easy – they were all between the ages of 24 and 28, and roughly in the same salary bracket. It made setting a budget (and stretching it a bit) easy. “At each of the places, we had certain things we wanted to do for sure, such as river rafting in Rishikesh and the Ganga aarti in Haridwar,” Khanvholia recalls. “We looked for places we could stay as a group at most places. Where that wasn’t possible, we got hotel rooms.”
In the know
Spending long days cooped up with a fellow worker is bound to create some connection, but it takes more for employees to decide to spend days off together too. Being connected online helps, says Aditi Surana, behaviour expert and high-performance coach. “Earlier, we were willing to take chances with someone. Now, not so much. We want ratings and reviews for everything, including the people we go on trips with. Social media helps us vet our colleages beforehand,” she says.
Travelling with colleagues and not old buddies is also freeing, in a way. “There’s lower emotional investment – you don’t have to have deep meaningful conversations,” Surana says. “Plus, everyone has to behave themselves, at least a little bit. So, everyone gets a break, but without the emotional expectations that friends typically have. It’s convenience over connection.”
No wonder hotels, booking services and tour operators are excited about the new segment. It’s good for business – theirs as well as of the companies the vacationers work for. It allows more people to take time off, it refreshes the workforce, it fosters warmth that might ease a hard spell of work to come. “Travel companies looking to attract working holidaymakers should prioritise digital advertising on platforms such as Instagram, where this group is most active,” Nandakumar says. “The focus should be on promoting shareable social experiences, such as group adventures, unique local activities, and visually stunning destinations”.
Rikant suggests that operators throw in referral discounts, group-booking rebates, points-based deals and corporate tie-ups the way bars at office hubs already do. At least one member is going to carry their laptop, so hotels with Wi-fi and work nooks will seem especially attractive. Bosses, meanwhile, are likely to look on with slight FOMO.
From HT Brunch, January 11, 2025
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