If you have spent any time in the Indian outbound travel space, you will know that representation today is about relevance. Its about strategy, storytelling, and smarter growth. Alefiya Singh, Director, IRIS Reps shares how the Indian market thinks, plans, and evolves.
By Naina Nath
IRIS Reps has quietly built its reputation around this belief, choosing intention over volume and relationships over reach. As the industry steps into a more thoughtful phase of growth, Let’s know how IRIS Reps has shaped its portfolio and what has the past year revealed about the market.
Representation with purpose
Ask Alefiya what defines IRIS Reps, and the answer goes beyond sales or scale. “At IRIS Reps, we’ve always believed that representation is not about noise, it’s about meaning,” she says. The company positions itself as a partner that builds markets rather than chases quick wins, grounding its work in insight-led storytelling and long-term demand creation.
This philosophy is reflected in its hospitality portfolio, which includes island and experiential brands such as Barceló Coconut Island Phuket, Barceló Nasandhura Maldives, Makunudu Island Maldives, NOOE Maldives Kunaavashi, Beachcomber Hotels & Resorts Mauritius, Ninety Six Collection Hotels Mauritius, and The Sea Cliff Resort and Spa Zanzibar. On the DMC and attractions side, IRIS Reps works with partners who understand the Indian mindset, from The Rickshaw Travels in East Africa to Pacific Pearl Holidays, Tour Managers DMC Fiji, The Authentic Asia, and Paradise Cruise. As Alefiya puts it, “For us, representation has always been about building trust, and not just transactions.”
A year of clarity
Reflecting on market response, Alefiya describes 2025 as steady but significant. “2025 was a very grounding year. There was momentum, but more importantly, there was clarity,” she notes. Indian travellers became more conscious about their choices, while the trade shifted focus from volume-driven enquiries to performance-led results.
Island destinations saw a strong recovery, with renewed confidence across the board. What stood out most, however, was the change in how international partners viewed India. “Our partners no longer view India as an experimental market. They treated it as a priority,” she shares — a change that validated years of consistent groundwork.
Defined direction
Alefiya is clear about where IRIS Reps is headed. Growth, for her, is no longer about expanding portfolios endlessly. “My vision is simple; depth over width,” she says. The priority is to create a stronger impact for existing partners through better engagement, sharper storytelling, and reliable market intelligence.
Rather than chasing short-term buzz, IRIS Reps is focusing on long-term brand equity. “India doesn’t need selling, it needs better understanding,” Alefiya explains, underlining her belief that meaningful growth comes from insight, not assumptions.
Evolving travel trends
Current travel trends, according to Alefiya, reveal a more thoughtful traveller. Island holidays remain popular, but the focus has shifted. “Today it’s about experiences, privacy, and connection rather than indulgence,” she observes. Africa is gaining ground for wildlife and culture, while Australia, New Zealand, and Fiji are seeing renewed interest from families and multi-generational travellers.
Asia continues to perform strongly, with Vietnam emerging for cruises and cultural journeys, and destinations like Thailand and Hong Kong seeing repeat demand. “Today’s traveller wants meaning, comfort, and stories they can carry back home,” she says, summing up the shift succinctly.
Focused markets
IRIS Reps ’destination focus remains clear and deliberate. Island destinations like the Maldives and Mauritius continue to anchor the portfolio, supported by experiential long-haul markets such as Africa, Australia, New Zealand, and Fiji. Asia, particularly Vietnam and Hong Kong, remains a strong growth driver.
Segment-wise, the alignment is equally sharp. “We see strong traction from honeymooners and couples, families and multi-generational travellers, experience-led FITs, and cruise and soft-adventure travellers,” Alefiya notes. These segments, she adds, fit naturally with the brands IRIS Reps represents.
What’s next?
As the company steps into 2026, there is fresh momentum on the horizon. “Hong Kong is definitely getting stronger for us,” Alefiya reveals, confirming that a new Hong Kong DMC will soon join the portfolio. It is an addition that opens new possibilities for the Indian trade.
Summing up the road ahead, she says, “It’s really about smarter growth, stronger partnerships, and travel that genuinely connects people to places, which is the philosophy, much like IRIS Reps itself, feels built to create lasting impact.”
