TravTalk India Online Magazine
Cross Hotels & Resorts sets its sights firmly on India with a dedicated three-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, product innovation and localised offerings.
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 engagement 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 more into Vietnam and then move on to Japan with some new openings.”
Tailored experiences for Indians
The group positions itself as a lifestyle brand that understands Indian preferences. From offering Indian and vegetarian cuisine to curating packages with spa services, transfers and destination experiences, it ensures a personalised touch. “We go beyond rooms and deliver customised experiences for families, honeymooners and solo travellers alike. Indian guests should feel at home at our properties,” Hartley said.
Strong 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. Their GSA presence in India ensures constant engagement with the trade, facilitating market-specific support and on-ground collaboration. “We give best packages and opportunities to Indian agents as per their needs to win the business,” he emphasised.
India: A long-term growth market
With India ranked among the top three source markets for Cross Hotels, the company remains committed to building authentic, long-lasting relationships with Indian partners. “India is not just a market—it is a strategic priority. We are here to grow, innovate and build with the Indian travel trade,” Hartley concluded.
We are targeting a 40 per cent increase in Indian guests by the end of 2025, through direct engagement and strategic distribution partnerships
Five-year growth horizon
28 properties Cross Hotels & Resorts has across Asia
100 properties the group eyes by 2030
6 distinct brands – Cross, Cross Vibe, Away, Cross Collection, Lumen and Kaura
