Cross Hotels & Resorts has set its sights firmly on India with a dedicated three-city Sales Mission aimed at engaging travel trade partners and expanding brand presence. With ambitious plans to grow its portfolio and tailored experiences for Indian travellers, the group is tapping into India’s booming outbound travel market through strategic partnerships, product innovation, and localised offerings.
Words by Surbhi Sharma
Intensifying its focus on the Indian market, Cross Hotels & Resorts, one of the fast-growing hospitality brands in the Asia-Pacific region, successfully concluded its three-city Sales Mission in India from 24 to 28 March, covering key markets – Delhi, Mumbai, and Bengaluru. Strengthening relationships and building new connections, the team showcased their diverse portfolio to the Indian travel trade. The initiative aims to enhance brand awareness, foster strategic business partnerships, and introduce Indian travel trade professionals to the group’s expansion plans and new offerings.
Deepening engagement with Indian travel trade
Led by Andrew Hartley, Vice President- Commercial, a senior delegation from Cross Hotels & Resorts including Chatchaya (Mai) Glaiprayong, Head- Global Sales, Cross Hotels & Resorts, Khata Sinhaseni, Cluster General Manager, Lumen Bangkok Udomsuk station, Nathkamolporn Pornanongyothin (Jum), Cluster Director- Sales & Marketing, Cross Vibe Bangkok Srinakarin, Widy Antari, General Manager, Away Bali Legian Camakila, and Khata Sinhaseni, Cluster General Manager, Cross Vibe Bangkok Sukhumvit Hotel engaged with top travel agents, tour operators, and key industry stakeholders. The roadshow featured business meetings and networking sessions, and some major announcements, showcasing the group’s intention to forge deeper ties with India’s booming outbound tourism market.
Emphasising that India is a key market for the group and contributes a large share of business for them, Hartley stated, “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 and its upcoming properties Cross Vibe Bangkok Srinakarin and Away Bangkok Sukhumvit which is set to open in May and June this year, respectively, tailored to Indian travellers.
“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 moving 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,” the VP said.
Strong B2B support & distribution strategy
Recognising the vital 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 destination management company 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 noted.
Diverse brand portfolio to match traveller tastes
It operates six distinctive brands such as Cross, Cross Vibe, Away, Lumen, Cross Collection, and Kaura. Each brand is designed to meet varied traveller profiles, making it a versatile partner for the Indian outbound market.
India: A long-term growth market
Sharing growth details, Sandeep Raghav, Director- Business Development- India, Cross Hotels & Resorts, said, “Last year, we did over 275% growth year-on-year from the India market. Next year, we are coming up with two more hotels in Bangkok and Bali, respectively. We have also curated some customised packages for the Indian market for the holiday season.”
With India ranked among the top three source markets for the group, the company remains committed to building authentic, long-lasting relationships with Indian partners. Hartley concluded, “India is not just a market—it is a strategic priority. We are here to grow, innovate, and build with the Indian travel trade.”
