- Summit unveiled three collections.
- Markets are pilgrimage, leisure and premium.
- They will guide existing properties, new projects.
SUMMIT HOTELS & RESORTS reorganized its portfolio into three collections: Mandir, Offbeat and Signature, covering pilgrimage destinations, emerging leisure markets and premium hospitality. The framework will guide both existing properties and new projects in Northeast India and the Eastern Himalayas.
The collections will give the 18-year-old company separate platforms for the three markets, Summit said in a statement.
"India's next hospitality opportunities will not necessarily emerge only from destinations that are already established," said Sumit Mitruka, Summit CEO. "We see considerable potential at the intersection of changing travel motivations and destinations that are still evolving. These three collections give us a sharper framework for that growth."
The Mandir Collection marks Summit's entry into spiritual hospitality, focused on faith-based travel, the statement said. It launches with Summit Salasar, The Mandir Collection, in Salasar, Rajasthan, offering accommodation, Satvik dining, wellness facilities and spaces for spiritual and community gatherings. Summit plans to expand the collection to other pilgrimage destinations.
The Offbeat Collection formalizes Summit's focus on destinations outside established tourism circuits. Its portfolio includes properties in West Bengal and Sikkim, including Summit Enigma Resort & Spa in Lamahatta, Summit Sherpa Mountain Hotel & Spa in Deolo, Kalimpong, Summit Bougainvillea Tea Resort in Kurseong, and Summit Tashi Ghang Heritage Resort in Pelling, the company said.
Samthar is next under the strategy, which aims to enter destinations before they join the mainstream and build a presence as demand grows.
The Signature Collection focuses on destination-led, premium hospitality. It includes Summit Norbu Ghang, The Signature Collection, in Gangtok, and Rungkhung Village Resort, The Signature Collection, in Dirang, Arunachal Pradesh.
Mitruka said Mandir addresses journeys driven by faith, Offbeat allows the company to identify places before they enter the mainstream, and Signature gives it a premium proposition.
In July, Summit added two brands and a soft franchise model as it targets 50 hotels by 2030, up from about 25, mainly in Northeast India.
