Sula launches Visit Sula booking platform as hospitality business reaches Rs 125 crore

Sula Vineyards has launched Visit Sula, a dedicated website for advance bookings across vineyard stays and experiences. Its hospitality business generates about Rs 125 crore annually and draws roughly 400,000 visitors a year, supporting further expansion consideration.

By ·Devil's-advocate pass

— Source publishedMon, 28 Sept, 2026, 12:05 IST·First seen Mon, 28 Sept, 2026, 13:32 IST·Source ET Hospitality

The channel move

Sula Vineyards launched Visit Sula as its hospitality business generates annual revenues of Rs 125 crore and attracts 400,000 visitors a year. The dedicated website enables advance bookings for stays and vineyard experiences, while the company continues to consider hospitality growth.

Channel facts

  • 15 covers
  • about 20 per cent
  • three properties
  • 67 rooms
  • 37 rooms
  • 2017
  • 51 rooms
  • Rs 125 crore
  • 400,000 visitors a year
  • 17 to 18 per cent

What it means for online and offline

The Visit Sula platform makes Sula’s experience ecosystem more integrated and measurable, strengthening its appeal as a hospitality-led wine brand and creating a clearer base for partnership or destination expansion.

Signals to track

  • Growth in online advance-booking share versus walk-ins and OTA-sourced bookings.
  • Average booking lead time, cancellation rate, weekend occupancy, and weekday utilization.
  • Revenue per visitor and attach rates for dining, tastings, premium experiences, retail wine, and events.
  • Repeat-visitor rate and size of the first-party customer database.
  • Evidence of dynamic pricing or exclusive direct-booking packages.
  • Announcements of new rooms, new vineyard destinations, event capacity additions, or hospitality capex.
  • Expansion of corporate, wedding, festival, or membership offerings.
  • Changes in alcohol e-commerce and interstate shipping regulations that could increase CRM monetization value.
  • Integrate room inventory, tours, tastings, restaurants, event tickets, transport, and gift experiences into bookable bundles.
  • Introduce dynamic pricing, minimum-stay rules, waitlists, and upsell prompts for high-demand weekends and festivals.
  • Build first-party CRM flows for abandoned bookings, post-visit offers, birthday or anniversary trips, and repeat-visit incentives.
  • Use booking data to identify demand by city, group type, lead time, and season before committing to new hospitality capacity.
  • Create corporate offsite, wedding, and premium private-experience packages to improve weekday occupancy and average revenue per visitor.
  • Link Visit Sula accounts with loyalty, wine subscriptions, and compliant direct-to-consumer commerce opportunities.

The counter-case

A direct booking website may be more defensive hygiene than a meaningful growth catalyst. Sula already attracts roughly 400,000 visitors annually, so the platform could simply shift reservations from phone, walk-in, OTAs, or event intermediaries without increasing occupancy, spend per visitor, or hospitality margins. Building demand digitally also requires sustained investment in search, performance marketing, CRM, payment support, and service recovery; these costs can offset any saved OTA commissions. The Rs 125 crore hospitality figure does not establish profitability, capacity utilization, repeat rates, or whether expansion is warranted.