WanderOn, a Delhi-based travel startup founded by Govind Gaur, is reshaping how young Indians approach travel, offering more than just the typical tourist experience. With millennials and Gen Z seeking deeper, more authentic journeys, WanderOn curates immersive group trips that blend adventure, culture, and community, tapping into the growing demand for personalized and meaningful travel. While the company faces challenges such as competition from big players and the risks of scaling up, it has successfully carved out a niche, particularly among young, affluent professionals who value experiences over traditional sightseeing.
A New Approach to Travel
Launched in 2017, WanderOn was created with the intention of catering to a generation tired of traditional, cookie-cutter tours. Gaur recognized that millennials and Gen Z were looking for something different: not just vacations, but experiences that offered immersion, connection, and a sense of belonging. “Back in those days, most travel companies were either too touristy or conventional,” Gaur says. His vision was to fill the gap for a new breed of traveller seeking more than the typical tourist spots. From Ladakh treks to Meghalaya getaways, WanderOn offers tailored group trips that give travellers the chance to engage with local cultures, explore hidden spots, and form lasting bonds with fellow travellers.
Social Media and Word-of-Mouth Drive Growth
Social media has played a significant role in WanderOn’s growth, with platforms like Instagram fueling its popularity. The startup’s active presence online, along with the power of word-of-mouth, has attracted a loyal customer base. Gaur notes that over 43% of their business comes from repeat customers or referrals. With a strong following of over 500,000 followers on social media, the company runs targeted campaigns across cities to attract new travellers. “Our social media handles are very active,” Gaur explains, highlighting that the key to their success lies in engaging with the community on digital platforms.
Building a Sense of Community
One of WanderOn’s standout features is its emphasis on building a community. Gaur believes that the quality of people you travel with is crucial to the overall experience. “We take around 2,000 people to Kashmir every year, 6,000 to Ladakh, 3,000 to Spiti, and 3,000 to Meghalaya,” he shares. The company’s focus on creating long-lasting connections among travellers has proven successful, with many participants building friendships and even launching businesses together. This community-driven approach is strengthened by the presence of trained “Team Captains,” who accompany groups, run ice-breaking sessions, and ensure the safety and enjoyment of every traveller.
WanderOn continues to grow and scale, the startup is looking to expand both geographically and demographically. Gaur has plans to introduce experiences tailored to older adults and enhance the company’s offerings by incorporating wellness and spiritual travel. Technology is also playing a central role in the company’s future, with plans to develop AI-powered tools to personalize itineraries and provide on-the-ground recommendations for travellers. However, as WanderOn looks to grow, maintaining the intimacy and community feel that has made it so successful remains a challenge.
