Rare India, a platform specializing in heritage hotels and experiential stays, will prioritize technology and direct-to-consumer (B2C) expansion following its acquisition by Samhi Hotels. The deal, announced last Friday, sees Samhi taking a 70% stake in Rare, marking its entry into the experiential leisure sector.
Strategic Shift to Tech Integration
Founder Shoba Rudra emphasized that the acquisition will allow Rare to concentrate on overcoming longstanding challenges in technology integration and distribution. These areas have historically been weak points for asset-light hospitality platforms like Rare, where reliance on third-party booking channels limits control over customer relationships and data.
Exclusive Marriott Partnership
A key component of the deal is a Memorandum of Understanding (MoU) with Marriott. This grants Rare exclusive rights to operate its portfolio under Marriott Bonvoy’s Outdoor Collection brand across India, Nepal, Bhutan, and Sri Lanka. This partnership secures a major distribution channel while positioning Rare within Marriott’s loyalty ecosystem. The move signals Marriott’s growing interest in the curated, experiential travel segment.
Why This Matters
Rare’s strategy is part of a broader trend: hospitality companies increasingly recognize that owning the customer journey (through technology and direct bookings) is essential for maximizing profitability and building brand loyalty. Samhi Hotels’ investment provides Rare with the financial backing and operational expertise needed to execute this shift. This acquisition highlights the growing convergence between traditional hospitality and tech-driven platforms.
The integration of Rare into Samhi’s portfolio represents a strategic push to capture a larger share of the high-growth experiential travel market.
Rare India will now focus on streamlining its operations, enhancing its digital presence, and strengthening its direct relationships with customers.
