Chroma Hospitality, a leading Philippines-based hotel and restaurant management company with a growing portfolio of distinctive properties, is taking bold steps to redefine its distribution strategy. Projecting a 12% year-on-year revenue growth in 2025, Chroma set out to capture long-haul demand while protecting its rate integrity across markets.

As international travel rebounded strongly in 2024, Chroma saw both opportunity and challenge. To elevate its global presence and ensure controlled distribution, the group partnered with PKFARE—unlocking a new chapter in smart, efficient and scalable hotel distribution.

We are not looking for more partners. We are looking for the right ones. Our goal is to simplify and strengthen distribution by focusing on platforms that offer speed, data, and control. PKFARE fits into that. It allows us to scale strategically and cleanly. That is where the future of distribution is headed and that is how we plan to move forward.

Sunish P. Sadasivan, Vice President of E-Commerce & Revenue Management at Chroma Hospitality

Expanding Global Reach to Long‑Haul Travelers

Chroma’s partnership with PKFARE directly capitalized on the strong recovery of the Philippines inbound travel. According to the Department of Tourism, the country welcomed 5.949 million international visitors in 2024. Through its collaboration with PKFARE, Chroma successfully captured this demand—98% of its bookings via PKFARE in 2025 originated from outside Southeast Asia, with over 40% coming from Europe and other long-haul markets.

“We are already seeing results in markets where we previously had low or no visibility. What is more important is that the bookings coming through are aligned with our pricing strategy. No undercutting. No leakage,” said Sunish P. Sadasivan, Vice President of E-Commerce & Revenue Management at Chroma Hospitality.

Balancing Reach with Rate Parity

Chroma’s growth strategy focuses not only on increasing volume but also on driving profitability.To support higher ADRs and protect brand perception, rate parity is a key priority.

“We were not looking for another generic wholesaler. We were looking for a distribution we could control. PKFARE gave us both reach and discipline,” noted Sunish.

By working with PKFARE, Chroma now delivers real-time dynamic pricing and live inventory across all distribution channels, ensuring consistent pricing. This not only safeguards Chroma’s brand integrity but also relieves the team from time-consuming manual monitoring. “From an operational side, we spend less time managing offline contracts and more time optimizing live data. That kind of efficiency matters,” Sunish added.

A Smarter Distribution Model for Scalable Growth

Chroma’s partnership with PKFARE is not just about market access—it’s about building a future-ready distribution infrastructure. With AI-driven insights, PKFARE provides 90-day forward-looking pricing projections, real-time rate monitoring, and 100% hotel mapping accuracy, allowing Chroma to optimize its pricing strategies with precision.

Chroma also leverages PKFARE for strategic soft launches of new properties. “When a new property is running a soft launch, we selectively push rates to targeted B2B segments via PKFARE, achieving excellent pick-ups. This selective push was not possible in our older model,” explained Sunish.

The transition from static contracts to this dynamic, data-driven model enables Chroma to scale rapidly. “PKFARE fits directly into how we want to scale. We are focused on reducing dependence on outdated static contracts and building a smarter, cleaner distribution structure,” Sunish added.

Future Vision – Tapping High-Value Channels

Looking ahead, Chroma plans to further diversify its distribution mix by tapping into high-value channels such as TMCs, airlines, and corporate travel platforms. With the rising demand for MICE and bleisure travel in Southeast Asia, along with airlines increasingly seeking flight‑and‑hotel bundle sales, PKFARE’s expanding global network offers Chroma a strategic pathway to access these emerging, high-yield segments—fueling its next phase of growth.

“We are not looking for more partners. We are looking for the right ones. Our goal is to simplify and strengthen distribution by focusing on platforms that offer speed, data, and control. PKFARE fits into that. It allows us to scale strategically and cleanly. That is where the future of distribution is headed and that is how we plan to move forward,”said Sunish.