Cross eyes 40% rise in Indian guests

Cross Hotels & Resorts sets its sights firmly on India with a dedicated 3-city Sales Mission, aimed at expanding its brand presence in the country and engaging the travel trade partners. Creating tailored experiences for Indian travellers, the hotel group is tapping into India’s booming outbound travel market through strategic partnerships and product innovation.

Surbhi Sharma

Cross Hotels & Resorts, one of the fast-growing hospitality brands in the Asia-Pacific region, successfully concluded its three-city India Sales Mission recently. The sales mission, covering key markets of Delhi, Mumbai and Bengaluru, showcased the diverse portfolio of Cross Hotels & Resorts to the Indian travel trade, strengthening existing relationships and building new connections.

Deepening ties with Indian travel trade

A delegation of Cross Hotels & Resorts, led by Andrew Hartley, the Vice President – Commercial, engaged with top Indian travel agents, tour operators and key industry stakeholders at its roadshows, which featured business meetings and networking sessions. Emphasising that India is a key market for Cross Hotels & Resorts and contributes a large share to its business, Hartley said, “We are targeting a 40 per cent increase in Indian guests by the end of 2025, through direct engagement and strategic distribution partnerships.”

Brand growth & new hotel developments

The group currently operates 28 hotels across Asia, with plans to expand to 100 properties by 2030. At the roadshow, it introduced its recently launched hotels Lumen Bangkok Srinakarin and Away Chiang Mai Thapae Extension. It also promoted its upcoming properties Cross Vibe Bangkok Srinakarin and Away Bangkok Sukhumvit, which are set to open in May and June, respectively. “Our leisure business is doing well, with Bali resorts getting the highest traction. We are hopeful to attract MICE and wedding business with our new openings,” said Hartley. Sharing plans to grow the brand further, he added, “We want to expand our footprints in Thailand and Indonesia. We also have plans to venture into Vietnam and then move to Japan with some new openings.”

B2B support & distribution strategy

Recognising the role of travel agents, Cross Hotels provides equal access to all B2B partners, including small agencies. Their dedicated web portal enables easy booking management and tailored offerings, while partnerships with DMC Discova and influencers help boost brand reach and digital visibility.