With a presence in over 80 countries and expertise of over 32 years, Liberty International Tourism Group is a sought-after destination management company. Prashant Yadav, CEO of Liberty India is a master of lesser-known domestic experiences and destinations.
Excerpts from the interview with Prashant Yadav, CEO Of Liberty India
T+L India: You joined Liberty International Tourism Group almost 17 years ago. What are the major changes you’ve seen among travellers over the years?
Prashant Yadav: Travel is becoming more about immersive experiences rather than ticking items off a bucket list. People want to experience a destination like a local. It is becoming more experiential—from authentic local experiences to off-the-beaten-path vacations. Solo travel is becoming more popular, as are mindful retreats. Corporations are now looking for trips where their employees may practise mindfulness through yoga and meditation sessions, individualised therapies, and other activities.
T+L India: Customisations are key for any trip planned by Liberty International Tourism Group. What is the process of crafting these experiences?
Prashant Yadav: It commences with a comprehensive consultation, where our expert advisors engage with clients to understand their preferences, desires, and goals. [We look at the] client’s hobbies, interests, and what they wish to achieve out of the proposed trip. Next, our dedicated team collaborates to design a unique itinerary that aligns with the client’s vision. This includes selecting suitable accommodations, arranging private tours, and ensuring seamless logistics. Once the plan is approved, we meticulously execute the trip, taking care of every detail. Continuous communication and adaptability throughout the journey ensure a flawless experience.
T+L India: How are you adapting to the rise of AI-generated itineraries?
Prashant Yadav: There’s no denying that AI can generate customer- focussed itineraries within minutes. But nothing beats the human touch. At Liberty, we rely on our in-house travel wizards— our project managers— who are encyclopedias on the destinations they represent. They’re intimately familiar with every destination—from hole-in-the-wall cafes and hidden jewels to ultra-local experiences.
T+L India: Travel has the potential to transform people. What have been the most transformative travel experiences for you?
Prashant Yadav: Time stood still in Ladakh. [At one point] I experienced a deep meditative state when I stood transfixed in one spot for over five hours and refused to move as I had never witnessed a creation so beautiful. I don’t think I would ever find the words to describe the impact it had on me! I could see the light turquoise river, gently grazing dunes, a deep green thicket of trees, a small village, bare rocks sans any blades of flora, and a deep snow cap above it—all in one frame! My multiple trips to Israel and Palestine [were also transformative]. One needs to witness the energies of that land in person.
TAB Selects
A domestic destination that you keep going back to: Bikaner and Coorg
Emerging destinations: Domestically, Madhya Pradesh; and internationally, Montenegro
Related: Here Are The Major Trends In Family Travel This Season, As Told By Industry Experts
Written By
Bayar Jain
Senior Content ManagerEquipped with a degree in Sociology (Honours) from the University of Delhi and a postgraduate diploma in English Journalism and Mass Communication from Xavier Institute of Communications, Mumbai, Bayar enjoys sharing stories of people, places, and different cultures. When not typing her travel tales, you can catch the hobbyist photographer capturing ..Read More
