Thomas Cook (India) Limited has launched a specialized travel portfolio targeting the Maharashtra market, introducing dedicated Marathi Special Europe Holidays and appointing acclaimed Marathi actor Subodh Bhave as goodwill brand ambassador. The strategic initiative reflects the company's focus on regional personalisation and deeper cultural connect with Maharashtrian travellers, aiming for significant growth in Maharashtra through tailored itineraries and local guides.

Strategic Market Focus on Maharashtra

Recognising Maharashtra as one of India's high-growth source markets for outbound travel, Thomas Cook India has positioned itself to capitalize on the region's strong travel potential. The company operates through a robust omnichannel network of 29 retail outlets across key Maharashtra cities including Mumbai, Pune, Navi Mumbai, Nashik, Ahmednagar and Kolhapur.

Marathi Special Europe Holidays Features

The Marathi Special Europe Holidays are group tours designed to blend international aspiration with regional comfort. These specialized tours cater specifically to Maharashtrian travellers' preferences while offering immersive experiences across iconic European destinations with tailored itineraries and local Marathi-speaking guides.

Leadership Perspective

Mr. Rajeev Kale, President & Country Head – Holidays, MICE, Visa, Thomas Cook (India) Limited emphasized the strategic importance of the Maharashtra market: "Maharashtra is a key source market for us, and we saw this as a significant opportunity to deepen our engagement with the Marathi traveller segment. With our strong omnichannel presence and extensive retail footprint across the state, we are well-positioned to serve this market with both scale and personalised service."

He further highlighted the tour's unique positioning: "Our Marathi Special Europe Holidays have been introduced with a clear strategic intent — to cater specifically to the preferences of Maharashtrian travellers by combining global experiences with regional familiarity, from Marathi-speaking tour managers to curated Maharashtrian cuisine inclusions."

Brand Ambassador Appointment

The appointment of acclaimed actor Subodh Bhave as goodwill brand ambassador strengthens Thomas Cook India's connect with Maharashtrian travellers across the state. This strategic partnership aligns with the company's regional personalisation approach and cultural engagement strategy, supporting the growth objectives in Maharashtra.

Company Background

Established in 1881, Thomas Cook (India) Limited operates as India's leading omnichannel travel company, offering services including Foreign Exchange, Corporate Travel, MICE, Leisure Travel, Value Added Services, and Visa Services. The Thomas Cook India Group spans 28 countries across 5 continents, positioning it as one of the largest travel service provider networks headquartered in the Asia-Pacific region.

The company has received multiple industry recognitions, including MICE Powerhouse at MaxiiiMICE Awards 2025, Outbound Travel Operator of the Year (2024), and MICE Travel Operator of the Year (2024 & 2023) at The Economic Times Travel & Tourism Annual Awards.

Thomas Cook (India) Limited and its group company SOTC Travel have unveiled their inaugural Business Travel Report 2026, providing comprehensive insights into India's evolving corporate travel landscape. The report, released on February 23, 2026, draws from responses of 25+ leading enterprises across multiple sectors and internal booking data to present a detailed analysis of current business travel trends.

Key Survey Findings

The two-month survey conducted across enterprises in BFSI, manufacturing, hospitality, healthcare, conglomerates and professional services sectors reveals significant insights into corporate travel patterns and priorities.

Business Travel Demand and Technology Integration

The report indicates strong resilience in business travel demand, with 95% of respondents projecting stable-to-growth spending patterns. Only 5% anticipate a decline in travel volumes, while 30% expect stability. Client meetings, sales-related travel and internal business-critical movement continue to drive primary demand.

More than 70% of corporates are increasing reliance on digital tools for booking, approvals, expense management and MIS reporting. This technological shift enables improved visibility, policy compliance and data-backed decision-making across business travel programs.

Travel Patterns and Cost Pressures

Domestic travel accounts for 72% of corporate travel, with key business hubs including Mumbai, Delhi-NCR, Bengaluru, Chennai, Hyderabad and Pune remaining critical for business activities. International destinations show preference for Singapore, Thailand, Hong-Kong, Maldives, Dubai-Abu Dhabi, UK, Italy, Netherlands, USA, South Africa and Australia, with China and Japan emerging as strong contenders.

A significant 80% of respondents reported increases in Average Ticket Prices over the past year. The cost breakdown shows 36% witnessing rises exceeding 15%, while 45% reported moderate increases of 5-15%, prompting tighter controls and advance booking mandates.

Policy Evolution and Compliance Challenges

Close to 60% of corporates are tightening or revisiting travel policies, implementing renegotiation of airline and hotel contracts, supplier rationalization and stricter approval workflows. The growing Bleisure trend, where 68% of corporates report employees extending business trips for personal time, is prompting policy reassessments and clearer cost-sharing guidelines.

GST-related complexities continue impacting business travel programs, with over 55% highlighting challenges around compliance and input tax credit optimization, particularly for air travel and hotel stays.

Leadership Perspective

Indiver Rastogi, President & Group Head, Global Business Travel, Thomas Cook (India) and SOTC Travel, emphasized the report's comprehensive view of corporate travel strategy recalibration. The company has introduced innovations including Dhruv.ai, a voice-enabled AI advisor, and TravelOne, an integrated booking and management platform to support technology-enabled travel ecosystems.

Company Background

Established in 1881, Thomas Cook (India) Limited operates as the leading omnichannel travel company offering services including Foreign Exchange, Corporate Travel, MICE, Leisure Travel, and Visa Services. The company spans 28 countries across 5 continents and has received multiple industry recognitions including MICE Powerhouse at MaxiiMICE Awards 2025 and various Economic Times Travel & Tourism Awards. CRISIL has assigned 'CRISIL AA/Stable' rating on long-term bank facilities and 'CRISIL A1+' on short-term facilities, representing the highest rating for a travel and tourism company in India.