In the fast-evolving world of travel, one startup is catching the attention of young, adventure-hungry Indian travelers. WanderOn, founded by Govind Gaur in 2017, has carved a niche by tapping into the Gen Z demand for curated, community-led travel experiences. With its unique blend of adventure, culture, and a sense of belonging, WanderOn is quickly becoming a go-to brand for young professionals looking for more than just a typical vacation.
WanderOn: Redefining Indian Travel for Gen Z
The days of rigid itineraries and overcrowded tourist traps are fading fast. Young urban travelers in India are now seeking more personalized and immersive experiences. For this demographic, traditional travel experiences just don’t cut it anymore. They want more adventure, deeper cultural connections, and opportunities to meet like-minded individuals. This is where WanderOn steps in.
“Scaling up is not just about numbers—it’s about keeping the experience consistent,” said Gaur. “We’ve had to rethink operations, training, and even the kind of people we bring into our community.” With this approach, WanderOn has grown to serve 3,000 to 4,000 travelers a month, offering group trips to destinations like Ladakh, Meghalaya, and Kashmir, and attracting a strong following through Instagram and word-of-mouth marketing.
The Community-Driven Approach
What sets WanderOn apart is its focus on building a community. Instead of offering generic tours, the company provides curated group experiences that foster connections among travelers. As Gaur explains, “The quality of people you travel with—mostly from Tier 1 and Tier 2 cities, working professionals, affluent and like-minded—makes all the difference.” Many of their travelers end up forming long-term relationships, from launching businesses together to even getting married.
One of WanderOn’s key innovations is its “Journey Captains,” trained mentors who accompany the groups, running ice-breaking sessions, offering local insights, and ensuring the safety and well-being of the travelers. With over 280 captains, including 60 women, the company maintains high standards for its team, with training programs that include soft skills, crisis management, and local culture and heritage.
Challenges and Growth: Scaling Without Losing the Magic
While WanderOn is experiencing impressive growth, scaling a business without diluting its core community vibe is a delicate balance. The travel market is fiercely competitive, with established players like MakeMyTrip and new startups vying for attention in the same space. Economic factors like inflation and safety concerns also pose challenges, but Gaur remains optimistic about WanderOn’s future.
WanderOn’s social media presence is a crucial part of its strategy, with over 500,000 followers on Instagram alone. Campaigns in various cities, combined with a strong referral program, have helped the company build a loyal customer base. “Over 43% of our business comes from repeat travelers or referrals,” Gaur said, highlighting the brand’s strong word-of-mouth engine.
Looking Ahead: Expanding and Innovating
Govind Gaur has big plans for WanderOn’s future. The company is looking to expand its reach geographically and demographically, with an eye on targeting older travelers and introducing wellness and spiritual travel. A key part of WanderOn’s future growth strategy is incorporating artificial intelligence (AI) into its offerings. Gaur shared, “We’re developing two key AI use cases: one for personalized itineraries and another for in-destination recommendations.”
The move toward AI could revolutionize the travel planning process, offering more personalized and seamless experiences for WanderOn’s customers. However, scaling from Rs 100 crore to Rs 600 crore will require significant investment and careful management to maintain the company’s unique charm and customer satisfaction.
Conclusion: The Future of Experiential Travel in India
WanderOn’s success lies in its ability to provide meaningful, curated travel experiences for a generation that craves more than just the ordinary. By focusing on community, safety, and immersive experiences, it has tapped into a growing market of young professionals who want adventure, culture, and a sense of belonging all in one trip.
As the company looks to expand and innovate, the key challenge will be scaling its unique model without losing the personal touch that has made it a success. With its focus on personalization and community, WanderOn is well-positioned to lead the way in India’s experiential travel market for years to come.
