Mumbai: Social travel platform Alike has launched its new campaign, ‘Beyond Ordinary’, positioning itself around the growing shift toward experience-first travel as Indian travellers increasingly turn to domestic destinations amid changing travel dynamics.
The campaign arrives at a time when rising international travel costs, evolving global conditions and changing consumer priorities are influencing travellers to explore destinations closer to home. Rather than viewing domestic travel as an alternative, Alike seeks to position it as a deliberate choice centred on meaningful experiences.
Built on the thought that “travel isn’t about escaping life, but finding it again,” the campaign highlights curated journeys designed around experiences rather than destination checklists.
Through Beyond Ordinary, Alike showcases travel offerings across five destination clusters — Himachal, Ladakh, Rajasthan, South India and the North East — combining premium stays, immersive local experiences and curated itineraries intended to move beyond conventional sightseeing.
The campaign film reflects changing traveller behaviour, highlighting the move away from checklist tourism toward deeper, more immersive and story-driven travel experiences.
Speaking about the campaign, Ashish Sidhra, Co-founder, Alike, said, “The timing of Beyond Ordinary isn’t accidental. Over the last year, we’ve seen more travellers actively reconsider where they travel. Rising costs, global uncertainty and changing priorities have encouraged many people to look closer to home. What they discovered is that some of the most memorable travel experiences were here all along.”
He further added, “Domestic travel in India has grown up. Travellers today aren’t simply looking for places to visit; they’re looking for experiences worth travelling for. The most memorable trips aren’t always the furthest ones. They’re the ones that leave you with a story, a perspective or a feeling that stays with you long after you’ve returned home. That’s the idea behind Beyond Ordinary.”
The campaign positions Alike as a travel platform focused on enabling travellers to discover experience-led holidays across India, moving beyond destination-led discovery and traditional package tourism.
Running until October 2026, the campaign will feature curated domestic travel experiences available through the Alike platform. Travellers can reserve a Beyond Ordinary holiday starting at ₹999, with one complimentary experience worth up to ₹5,000 included with every package.
Alongside travel bookings, Alike is also enabling travellers and creators to convert their own travel experiences into bookable itineraries on the platform, creating opportunities to earn commissions when others book those plans.
