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By Manu Vardhan Kannan
Published on March 4, 2025
For years, online travel agencies (OTAs) have dominated the hotel booking industry, controlling pricing, customer data, and charging commissions as high as 40%. However, hotels are now reducing their reliance on OTAs and embracing direct distribution channels to regain control and build stronger guest relationships.
With the rise of new technology, evolving consumer behavior, and regulatory shifts, the hospitality industry is set to redefine its distribution model. The future of hotel bookings lies in a balanced, guest-centric approach that prioritizes direct bookings, personalization, and innovation.
Key Industry Shifts
Healthier Channel Mix
Rising OTA commissions have made direct bookings a priority.
By 2030, direct digital bookings are expected to surpass OTAs, generating over $400 billion in revenue.
Personalization & Differentiation
Travelers are seeking more customized experiences, shifting focus from generic stays to experiential travel.
AI and data analytics are enabling hyper-personalized guest journeys and targeted marketing.
Loyalty programs are evolving beyond traditional point systems to offer personalized rewards based on guest preferences.
Customer-First Approach
OTAs often prioritize hotels that pay higher commissions, which limits true consumer choice.
Regulatory measures like the EU’s Digital Markets Act (DMA) are pushing for fairer distribution ecosystems by promoting transparency and competition.
End of Rate Parity Clauses
Legal rulings, including the EU Court of Justice decision, now allow hotels to set their own rates.
Hotels must invest in direct booking strategies using advanced pricing models and competitive technology.
Rise of Mobile Bookings
Over 50% of hotel bookings now come from mobile devices, making mobile-first design a necessity.
Previously, only OTAs and major hotel chains leveraged mobile apps, but new disruptive platforms are emerging to bridge this gap.
AI’s Role in Hotel Distribution
AI-powered tools such as chatbots, price optimization software, and personalized marketing solutions are driving direct bookings.
AI-driven platforms like D3X.ai and Allora.ai are already transforming the industry with intelligent booking systems and automated guest engagement.
The Future of Hotel Distribution
With hotels regaining control over pricing, data, and guest relationships, the industry is moving toward a more transparent, guest-friendly ecosystem. Direct booking strategies, AI-driven personalization, and mobile-first innovations will define the future of hotel distribution, ensuring a more sustainable and competitive marketplace.
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By Hariharan U
Published on June 4, 2026
In observance of World Environment Day, The Serai Resorts has highlighted its ongoing commitment to sustainable hospitality through a range of initiatives aimed at minimizing environmental impact while fostering a deeper connection between guests and nature.
Known for its boutique luxury experiences across Karnataka’s diverse landscapes, The Serai Resorts has long embraced a philosophy of operating in harmony with its natural surroundings. With properties located amid the coffee plantations of Chikmagalur, the riverfront wilderness of Kabini, and the forests of Bandipur, sustainability remains a core aspect of the brand’s hospitality approach.
As part of its environmental stewardship efforts, the resort group has implemented water conservation measures across its properties through rainwater harvesting and reservoir management systems. Water collected on-site is carefully channelled into dedicated reservoirs, helping optimize water usage and support long-term conservation objectives.
The Serai Resorts has also taken significant steps to reduce single-use plastic consumption across guest-facing operations. In line with this initiative, packaged plastic water bottles have been replaced with reusable glass jugs, offering guests a more sustainable in-room experience while reducing plastic waste generated across the properties.
To mark World Environment Day, the resort group will conduct sapling plantation drives across its destinations. Guests staying at the resorts will also be presented with saplings, encouraging them to continue environmental stewardship beyond their stay and contribute to greener communities.
Beyond these initiatives, The Serai Resorts continues to integrate environmentally conscious operational practices into its daily activities. These include the use of environmentally safer pest-control solutions and sustainable maintenance practices designed to preserve the ecological balance of the surrounding landscapes.
The group's low-density architectural planning further reflects its sustainability philosophy by minimizing environmental strain and ensuring that the natural environment remains central to the guest experience. This approach allows visitors to immerse themselves in nature while enjoying the comforts of boutique luxury hospitality.
By balancing environmental responsibility with guest-centric experiences and thoughtful expansion, The Serai Resorts continues to strengthen its position as a leading boutique hospitality brand in India. The company remains focused on protecting the ecosystems that define each destination while creating meaningful and sustainable travel experiences for its guests.
About The Serai Resorts:
The Serai Resorts, the luxury hospitality arm of Coffee Day Enterprises, offers immersive luxury experiences across some of Karnataka’s most scenic destinations. Its portfolio includes resorts in Chikmagalur, Kabini, and Bandipur, where nature-inspired experiences are combined with refined hospitality, understated elegance, and destination-led storytelling.
Summit Hotels & Resorts has announced its entry into the fast-growing spiritual hospitality segment with the launch of The Mandir Collection, a new brand dedicated to pilgrimage destinations and spiritually inspired travel experiences across India.
The move comes at a time when spiritual tourism is witnessing strong growth, supported by improved infrastructure, better connectivity, and increasing interest in faith-based, cultural, and wellness-focused travel experiences.
Commenting on the launch, Sumit Mitruka, CEO, Summit Hotels & Resorts, said, “Spiritual travel in India is experiencing a massive boom, with nearly 1 in 5 Indians planning faith-based or wellness trips. Travellers today are not only visiting pilgrimage destinations for religious reasons but also seeking experiences in wellness, culture, and personal connection. India’s spiritual tourism economy is projected to reach USD 135 billion by 2034, and through The Mandir Collection, our intention is to create hospitality experiences that remain rooted in the spirit of the destination while offering the comfort and quality modern travellers expect.”
As part of the new brand’s debut, Summit Hotels & Resorts has identified Salasar as the location for its first property. The upcoming hotel, Summit Salasar, The Mandir Collection, is planned as a premium spiritual retreat designed to cater to devotees, families, wellness travellers, and destination-led gatherings.
The property is expected to feature around 70 rooms and villas, including private pool villas. Guests can also look forward to experiences inspired by spirituality and Indian traditions, creating a blend of comfort, culture, and meaningful travel.
Planned facilities include a Satvik dining concept, temple assistance services, wellness-focused experiences, devotional evening programmes, banquet facilities, outdoor event spaces, and convenient access to the revered Salasar Balaji Temple.
Looking ahead, Summit Hotels & Resorts plans to expand The Mandir Collection across key pilgrimage circuits and spiritual destinations in India. The company is currently evaluating opportunities in locations such as Haridwar, Ayodhya, and other emerging spiritual tourism hubs.
The launch further strengthens Summit’s destination-focused growth strategy while addressing the rising demand for hospitality experiences that combine faith, wellness, culture, and modern comforts.
The Club Mumbai is taking its renowned hospitality beyond its iconic premises through The Club Caters, its luxury catering and integrated event solutions division. Designed to deliver premium experiences across weddings, corporate gatherings, MICE events, and private celebrations, The Club Caters is expanding its presence across Mumbai, Pune, Lonavala, Nashik, Alibaug, and other destinations.
Built on The Club Mumbai’s long-standing hospitality legacy, The Club Caters combines culinary excellence with end-to-end event services, offering clients a seamless experience for both intimate gatherings and large-scale celebrations.
At the core of its offerings is a specialised culinary team with expertise across Italian, Mediterranean, contemporary Indian, and international cuisines. The team focuses on authenticity, quality ingredients, and carefully crafted menus designed to suit diverse guest preferences and event formats.
Seasonal produce, farm-to-table freshness, and locally sourced ingredients remain central to its culinary philosophy. The catering division also caters to evolving dining preferences with plant-based menus, gluten-free and keto-friendly options, artisanal mocktails, and immersive dining experiences. These include molecular gastronomy counters, sous vide preparations, live cooking stations, and customised digital menus.
Sharing his perspective on the brand’s culinary approach, Chef Atish Saxena, Director, Culinary, The Club Caters, said, “Our approach has always been rooted in authenticity and innovation. Whether it is regional Indian cuisine or global dining formats, we invest deeply in technique, ingredients, and guest experience to ensure every event feels distinctive and thoughtfully curated.”
Beyond food and beverage services, The Club Caters offers access to an established network of event professionals, including planners, decorators, photographers, entertainment specialists, bartenders, and production teams. The brand also collaborates with prominent venues such as Bay View Lawns, Mukesh Mills, and Siddharth Banquets to create customised event experiences.
Commenting on the vision behind the business, Mr. Tushar Khanna, President and Chief Operating Officer of Khanna Hotels Private Limited, said, "Every celebration is a stage. Our vision is to become India's definitive one-stop destination for luxury outdoor catering, placing curated, experiential dining at the heart of every occasion we are honoured to serve."
The Club Caters further enhances events through personalised butler service, curated décor, bespoke tableware, and interactive culinary installations. To support service efficiency during large-scale events, the company has also introduced a proprietary guest response system powered by wearable silent-call technology, enabling quicker coordination and guest assistance.
As demand for experiential celebrations continues to grow, The Club Caters is strengthening its position in Mumbai’s luxury catering and event landscape by combining hospitality expertise, innovative cuisine, and integrated event management solutions.
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