Friday, 19 June 2026
India’s hospitality sector is undergoing a period of consolidation and professionalisation as hotel owners increasingly focus on brand strength, distribution networks and experience-led travel offerings. Against this backdrop, SAMHI Hotels has approved the acquisition of a 70% stake in RARE India, a specialist platform focused on heritage, boutique and experiential hospitality.
The transaction marks SAMHI’s entry into the growing experiential travel segment, which has benefited from rising domestic tourism, destination weddings, wellness travel and demand for distinctive accommodation experiences.
Details of the Transaction
SAMHI Hotels has approved the acquisition of a controlling 70% stake in RARE India through a combination of primary capital investment and the purchase of shares from existing shareholders. The total investment is valued at approximately ₹470 million (₹47 crore), with definitive agreements expected following the completion of the transaction process.
Founded more than two decades ago, RARE India has built a portfolio of approximately 67 hotels and nearly 990 rooms across more than 15 Indian states, as well as selected destinations in Nepal and Bhutan. The company specialises in representing independently owned heritage hotels, wildlife lodges, retreats and boutique hospitality properties.
Under the proposed structure, RARE will continue to operate under its existing management team, led by founder Priya Paul and the company’s current leadership, while benefiting from additional capital, technology investment and expanded distribution capabilities.
Marriott Affiliation Under Discussion
Alongside the acquisition, SAMHI and RARE have signed a Memorandum of Understanding (MoU) with Marriott International to explore a potential affiliation with Marriott Bonvoy’s Outdoor Collection.
The proposed partnership remains subject to definitive agreements and regulatory approvals. If completed, participating RARE properties could gain access to Marriott’s global reservation platform, loyalty programme and international customer base.
For many independent and heritage hospitality operators, access to international distribution networks represents one of the largest barriers to growth. A successful affiliation could help increase visibility among international travellers while allowing properties to retain their individual character and local identity.
Growth of Experiential Hospitality
The transaction highlights the growing importance of experiential hospitality within India’s tourism industry. Traveller preferences have increasingly shifted toward authentic, destination-led experiences that emphasise local culture, heritage, nature and sustainability rather than standardised accommodation offerings.
RARE’s portfolio includes heritage residences, palace hotels, wildlife retreats and environmentally conscious tourism destinations that cater to this evolving demand. These segments have attracted growing interest from both domestic and international travellers seeking personalised experiences.
Industry observers note that experiential hospitality has emerged as one of the fastest-growing areas of India’s hotel market, supported by rising disposable incomes, improved connectivity and increasing interest in leisure travel beyond traditional metropolitan destinations.
Strategic Implications
For SAMHI Hotels, the investment provides exposure to a growing segment of the hospitality market through an asset-light business model. Rather than developing or acquiring additional hotel real estate, the company gains access to a platform that specialises in brand development, marketing, distribution and management support for independent hospitality operators.
The investment is also expected to support enhancements in technology, sales capabilities and marketing initiatives across the RARE network.
If the proposed Marriott affiliation is finalised, the combination could create a stronger platform for experiential and heritage hospitality in India and neighbouring markets, connecting independent properties with a broader global travel audience while preserving their unique identities.
The transaction reflects broader trends within India’s hospitality sector, where scale, distribution strength and specialised travel experiences are increasingly becoming important drivers of growth and competitiveness.
Source: CIJ.World India Research & Analysis Team
