Privacy, Flexibility and Smart Spending Drive Rise of Hourly Hotel Stays Among Young Couples

Valentine Week is evolving as young couples seek privacy, flexible hotel stays and judgement-free spaces in urban India.

Flexible and Smart Stay - Brevistay

Valentine Week in India is gradually evolving beyond its traditional association with romantic gestures and celebrations. For many young urban couples today, it represents something deeper, the need for privacy, uninterrupted personal time and judgement-free spaces in increasingly shared and crowded living environments.

According to Aditya Naithani, Chief Marketing Officer at Brevistay, this shift reflects broader behavioural changes among younger consumers, particularly Gen Z and young millennials, who are redefining how they approach relationships, personal space and spending choices.

“Valentine Week today has evolved beyond traditional romance. For modern couples, it is equally about reclaiming personal time, privacy and access to spaces where they can be themselves, away from social pressures and shared living environments,” Naithani said.

He noted that Brevistay’s core user base largely falls within the 22 to 30 age group, comprising Gen Z and young millennials who prioritise flexibility, privacy and smart spending over conventional travel patterns.

Urban housing realities are also playing a significant role. Naithani pointed out that Mumbai contributes a substantial share of Brevistay’s bookings, where limited living space and shared accommodation often make privacy a challenge. Both married and unmarried couples increasingly rely on short-duration hotel stays to spend uninterrupted time together.

“Hourly hotel stays offer a more practical and affordable alternative compared to full-day bookings, allowing couples to pay only for the time they actually need,” he explained.

The broader market trend also supports this shift. India’s Valentine’s Day retail spending reached ₹28,500 crore in 2025 and is projected to touch ₹32,000 crore in 2026, reflecting rising participation in celebration-led experiences. Travel platforms have reported strong movement in hospitality bookings during the period, with some noting over 175 per cent year-on-year growth in Valentine’s hotel bookings, signalling increasing demand for short getaways and flexible stays.

Consumer behaviour data further indicates the changing preference of young couples. Surveys show that over 70 per cent of couples prefer couple-friendly hotels for short stays or daycations, while frequent repeat usage highlights the growing comfort with flexible accommodation formats. Industry estimates also suggest that India’s hourly hotel segment is expanding steadily at around 12–15 per cent CAGR, driven largely by urban demand for privacy, affordability and convenience.

Brevistay, which currently enables access to over 80,000 rooms across 10,000 hotels in more than 200 cities, has been focusing on flexible 3-hour, 6-hour and 12-hour stay formats, aligning with the evolving expectations of young travellers.

Beyond affordability, Gen Z users are also reshaping hospitality expectations by demanding greater transparency, safety and flexibility, from clear pricing to verified, couple-friendly hotel listings that ensure reliability and comfort. Industry observations indicate that a growing share of young travellers now prefer short-duration, last-minute hotel bookings, reflecting a shift towards experience-driven and time-efficient travel choices.

Reflecting this behavioural shift, Brevistay has taken the conversation beyond digital platforms into everyday city life through its ongoing Valentine-themed bus campaign. Featuring the message “Chhote Acche Lagte Hain – hotel stays”, the campaign highlights how shorter, need-based stays are becoming a practical and preferred choice for modern consumers, reinforcing the idea that meaningful time together does not necessarily require long-duration bookings.

As urban lifestyles continue to evolve, short and flexible hotel stays are increasingly moving into the mainstream, particularly among younger travellers seeking convenience, affordability and personal comfort.

For many today, Valentine Week is no longer just about celebration, it is about finding space, time and freedom within the rhythm of modern city life.

For more information, visit Brevistay Website.

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