Alivaa & Amritara Join Hands in Hospitality Deal

Alivaa Hotels & Resorts and boutique hotel chain Amritara Hotels & Resorts have joined hands in a strategic alliance focused on strengthening their presence in India's hospitality market.

The partnership combines their portfolios and capabilities to deliver a stronger and more competitive presence across major tourist spots.

The partnership brings a combined portfolio of 49 hotels and resorts, with Alivaa contributing 21 properties (branded as Alivaa, The Hoften, and Xenious) and Amritara contributing 28 boutique stops.

The partnership will consolidate sales and marketing operations for both brands, facilitating common efficiencies, greater guest reach, and enhanced brand visibility. 

Key highlights:

• This alliance brings together a combined portfolio of 49 hotels and resorts, with Alivaa contributing 21 properties and Amritara 28 boutique hotels across major tourist destinations in India
• This hospitality partnership will consolidate sales and marketing operations, leading to increased efficiency, wider guest reach, and enhanced brand visibility for both hospitality groups
• Leaders from both companies emphasized the move as a milestone to strengthen market presence, combining resources and expertise to better compete in India's evolving hospitality landscape

“We are pleased to have Alivaa Hotels & Resorts as our partners. This strategic alliance will enable us to tap into each other's strengths, increase our presence, and offer a yet more varied and engaging option to our patrons," noted Ruchi Uberai, Chairwoman, Amritara Hotels & Resorts.

Vikramjit Singh, Alivaa Founder, said: "This partnership is a milestone. By merging our portfolios and experience with Amritara, we are convinced that we can achieve improved efficiency and a better position in the competitive hospitality market."

Also Read: Alivaa Hotels Expands in Gurugram with Two New Hoften

Akash Bhatia, Alivaa CEO and ex-Vice President, Amritara, added: "It's an honor to be a part of this partnership. This union will not only organize our marketing and sales efforts but also result in an even stronger market presence for both brands."

The partnership takes effect immediately, with integration activities already in motion ahead of the coming travel season.