Summit Hotels & Resorts is redrawing its growth strategy around three distinct travel segments, spiritual tourism, lesser-known leisure destinations and premium experiential hospitality.
The company has launched three portfolio verticals, Mandir Collection, Offbeat Collection and Signature Collection, which will increasingly shape how Summit positions its existing hotels and identifies destinations for future expansion.
The move marks a strategic evolution for the 18-year-old hospitality company. Having built its presence largely across the Eastern Himalayas and leisure markets, Summit is now creating differentiated formats around why people travel rather than simply where it can add another hotel.
The Mandir Collection marks Summit’s entry into spiritual hospitality and will begin with the upcoming Summit Salasar, The Mandir Collection in Salasar, Rajasthan. The format will combine accommodation with Satvik dining, wellness and spaces for spiritual and community experiences, with the collection envisioned for expansion into other important pilgrimage destinations.
The Offbeat Collection, meanwhile, formalises a strategy Summit has followed across the Himalayas: identifying destinations outside established tourism circuits and entering them early. The collection includes 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. Samthar, still relatively unfamiliar to mainstream travellers, represents the next step in this approach.
At the premium end, the Signature Collection brings together hotels where luxury is built around the destination’s character. It includes Summit Norbu Ghang, The Signature Collection in Gangtok and Rungkhung Village Resort – The Signature Collection in Dirang, Arunachal Pradesh, extending Summit’s premium footprint deeper into the Northeast.
Sumit Mitruka, CEO, Summit Hotels & Resorts, said, “India’s next hospitality opportunities will not necessarily emerge only from destinations that are already established. 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. 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. The strategy is ultimately about being early in markets where we believe travel demand will deepen over time.”
With the new architecture, Summit is effectively moving from a geography-led portfolio towards a travel-motivation-led strategy, using faith, discovery and premium destination experiences as distinct platforms for future growth.
