(Proprietary platform evolves towards a connected travel-commerce ecosystem, with customised destination circuits and MICE solutions in pilot deployment.)
TTT NEWS NETWORK
CHENNAI| 28 OCTOBER 2026
Sterling Holiday Resorts Limited (SHRL) has won the ‘Smart Tech Enabled Platform of the Year 2026 – B2B’ award for Sterling ONE, its proprietary digital distribution platform, at the Indian Travel & Technology Summit & Awards 2026 in Delhi.
The recognition comes amid strong momentum in Sterling’s partner-led distribution business. During H1 FY27 (April–September 2026), transactions across its partner and related distribution segments increased 34% year-on-year to 15,071 transactions, while room nights grew 29% to 42,645, reflecting the increasing scale of Sterling’s B2B distribution ecosystem.
Making Sterling Easier to Do Business With
Developed in-house, Sterling ONE provides travel partners and corporate customers with a unified digital interface to access Sterling’s expanding network of hotels and resorts, view inventory, contracted rates and availability, and complete bookings. The platform also embeds governance and process controls into distribution workflows, reducing manual intervention, improving transaction efficiency and enabling Sterling to scale its distribution operations as its hospitality network expands.
With a growing ecosystem of travel trade and corporate partners, Sterling ONE is strengthening the company’s ability to make its portfolio more accessible while improving the ease and efficiency of doing business.
From Room Distribution to Connected Travel Commerce
Sterling ONE is now evolving from a digital room-distribution platform into a connected travel-commerce ecosystem, with two significant capabilities currently in pilot deployment:
- Single-Touch Fulfilment of Customised Destination Circuits: Enabling travel partners to create, quote, book and fulfil personalised multi-destination holidays, connecting Sterling properties with curated destination experiences and transportation arrangements through a simplified digital process.
- Instant MICE Quotations and Fulfilment: Enabling corporate customers and MICE partners to generate instant quotations for meetings, incentives and group travel, supported by an integrated workflow for booking coordination and fulfilment.
These emerging capabilities are designed to simplify traditionally fragmented travel-planning processes and enable partners to offer more complete travel solutions through a single platform. They also complement Sterling’s growing presence across leisure destinations, wildlife regions, spiritual centres, heritage locations and emerging cities, creating opportunities for more connected travel experiences.
Leadership Perspective
Commenting on the recognition, Surej Hassan, Executive Vice President & Head of Revenue Strategy & Distribution, Sterling Holiday Resorts Limited, said:
“Sterling ONE was built with a simple objective—to make Sterling easier to do business with while enabling our distribution capabilities to grow alongside our expanding hospitality network. The momentum in our partner-led business is encouraging, with 15,071 transactions and 42,645 room nights in H1 FY27, representing growth of 34% and 29% respectively. But our ambition goes beyond making room bookings faster. With customised destination circuits and instant MICE quotations and fulfilment now in pilot deployment, we are taking the next step towards a connected travel-commerce ecosystem. The future of B2B distribution is not simply about selling rooms more efficiently. It is about enabling our partners to create, sell and fulfil more complete travel experiences with greater speed, simplicity and confidence.”
Shaping the Future of Travel Distribution
At the summit, Surej Hassan also participated in a panel discussion titled ‘The Future of Tourism in India & the Global Outlook – Technology, Connectivity & the Next Era of Travel’, highlighting the growing role of technology and connectivity in unlocking tourism opportunities across India’s emerging destinations.
The national recognition reinforces Sterling’s focus on developing proprietary technology that strengthens distribution, improves partner productivity and supports its evolution into a contemporary, experience-first hospitality company.
For Sterling, the next chapter of distribution is about making more of India accessible—and making increasingly complex travel journeys simpler to create, book and fulfil.
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