Summit Hotels & Resorts targets spiritual tourism, new destinations and luxury travel.
As it refines its growth strategy around spiritual tourism, lesser-known leisure destinations, and premium experience hospitality, Summit Hotels and Resorts has launched three portfolio verticals: Mandir Collection, Offbeat Collection, and Signature Collection.
One of the biggest domestic hotel chains in Northeast India and the Eastern Himalayas, the 18-year-old company’s new portfolio architecture represents a strategic advancement. After establishing a significant foothold in the Eastern Himalayas and leisure markets, Summit is now considering growth through travel-related factors rather than only location.
The placement of current Summit properties as well as the selection of potential expansion locations will be influenced by the three collections.
The Mandir Collection, which will make its debut with the forthcoming Summit Salasar, The Mandir Collection in Salasar, Rajasthan, is Summit’s foray into spiritual hospitality.
Accommodations, Satvik food, wellness services, and areas for communal and spiritual experiences will all be included in the framework. As it expands its footprint in the expanding spiritual tourism market, Summit intends to take the collection to additional significant pilgrimage sites.
The Offbeat Collection formalises a strategy Summit has used throughout the Himalayan area to find lesser-known locations outside of well-established tourism circuits and create a presence before they become mainstream.
Summit Enigma Resort and Spa in Lamahatta, Summit Sherpa Mountain Hotel and Spa in Deolo, Kalimpong, Summit Bougainvillaea Tea Resort in Kurseong, and Summit Tashi Ghang Heritage Resort in Pelling are all included in the collection.
The next location in this expansion strategy will be Samthar, which is still relatively unknown to popular tourists.
The Signature Collection, which is at the top end of the portfolio, consists of properties where the hospitality experience is strongly associated with the destination’s character.
The portfolio now comprises Rungkhung Village Resort, The Signature portfolio in Dirang, Arunachal Pradesh, and Summit Norbu Ghang, The Signature Collection in Gangtok, expanding the company’s premium hospitality reach into Northeast India.
Sumit Mitruka, CEO of Summit Hotels & Resorts stated, “India’s next hospitality opportunities will not necessarily emerge only from destinations that are already established. We see a lot of promise at the nexus of emerging travel locations and shifting travel reasons. We have a more precise structure for that development thanks to these three sets.”
“Mandir addresses journeys driven by faith, Offbeat allows us to identify places before they enter the mainstream, and Signature gives us a distinct premium proposition. Being early in markets where we anticipate a gradual increase in travel demand is the strategy’s main goal,” he continued
With the launch of the three collections, Summit is shifting from a portfolio that was primarily focused on geography to one that is driven by travel, utilising faith, destination exploration, and premium experiences as separate platforms for its future growth.
