Sterling ONE Wins National B2B Technology Award as Partner Transactions Grow 34% and Room Nights Rise 29%
Sterling Holiday Resorts Limited (SHRL) has been awarded the "Smart Tech Enabled Platform of the Year 2026 – B2B" for its in-house developed digital distribution platform, Sterling ONE, at the Indian Travel & Technology Summit & Awards 2026 in Delhi.
Key Highlights
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Sterling ONE is a proprietary B2B platform that enables travel partners and corporate customers to access inventory, contracted rates, availability, and bookings across Sterling's hotel and resort network through a single interface.
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The platform streamlines distribution workflows through embedded governance and process controls, reducing manual intervention and improving operational efficiency.
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During H1 FY27 (April-September 2026):
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Transactions through partner and related distribution channels increased 34% year-on-year to 15,071.
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Room nights grew 29% year-on-year to 42,645.
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The growth reflects the increasing adoption and scale of Sterling's partner-led distribution ecosystem.
Evolution of Sterling ONE
Sterling ONE is expanding beyond room distribution into a broader connected travel-commerce ecosystem with two pilot initiatives:
Single-Touch Fulfilment of Customised Destination Circuits
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Allows travel partners to create, quote, book, and fulfil personalized multi-destination holiday packages.
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Integrates accommodation, local experiences, and transportation arrangements through a simplified digital workflow.
Instant MICE Quotations and Fulfilment
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Enables corporate customers and MICE (Meetings, Incentives, Conferences, and Exhibitions) partners to generate instant quotations.
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Supports booking coordination and fulfilment through an integrated digital process.
Leadership Perspective
Surej Hassan, Executive Vice President & Head of Revenue Strategy & Distribution, Sterling Holiday Resorts Limited, stated that Sterling ONE was created to make Sterling easier to do business with while supporting the company's expanding hospitality network. He highlighted the strong H1 FY27 growth metrics and emphasized that Sterling's vision extends beyond room bookings to enabling partners to create, sell, and fulfil comprehensive travel experiences with greater speed and simplicity.
Industry Engagement
At the summit, Surej Hassan also participated in a panel discussion on "The Future of Tourism in India & the Global Outlook – Technology, Connectivity & the Next Era of Travel," discussing how technology and connectivity can unlock tourism growth across emerging destinations in India.
Why This Matters
The award validates Sterling's strategy of investing in proprietary technology to strengthen distribution and partner engagement. By evolving Sterling ONE into a connected travel-commerce platform, the company is positioning itself to offer end-to-end travel solutions rather than just accommodation bookings, making trip planning, booking, and fulfilment more seamless for travel partners and corporate customers.
