Alivaa Hotels & Resorts and Amritara Hotels and Resorts have announced a strategic alliance, uniting a combined portfolio of 49 hotels and resorts across the country. The partnership is set to reshape the landscape of boutique and lifestyle hospitality, echoing the collaborative spirit of global models like the Star Alliance in aviation.
A Powerful Synergy of Vision and Reach
The alliance brings together two distinct yet complementary brands—Amritara, known for its experiential and heritage-driven stays, and Alivaa, a rising force in managed and franchised hotel operations. Together, the brands aim to:
- Leverage shared operational strengths
- Expand geographic and market reach
- Offer a more diverse and compelling guest experience
- Streamline sales, marketing, and distribution strategies
“This strategic tie-up will allow us to leverage our combined strengths and provide an even more diverse offering to our guests,” said Ms. Ruchi Uberai, Chairwoman, Amritara Hotels and Resorts.
A Milestone for Boutique Hospitality
The collaboration reflects a growing trend in India’s hospitality industry, towards consolidated, experience-led portfolios that retain local character while benefiting from shared infrastructure and brand equity.
“By combining our portfolios and expertise, we are confident we can achieve greater efficiency and a stronger foothold,” said Mr. Vikramjit Singh, Founder, Alivaa Hotels & Resorts.
“This partnership will lead to a more robust market presence for both brands,” added Mr. Akash Bhatia, CEO, Alivaa Hotels & Resorts (Managed & Franchise Business).
Facilitated by CIN Universe
The alliance was facilitated by Mr. Parvinder Dhillon, Founder of CIN Universe, who praised the collaboration as a visionary step towards innovation and growth in Indian hospitality.
“This union is a testament to their commitment to excellence, and I’m excited to see the value it will bring to the industry,” he said.
With this strategic alignment, Alivaa and Amritara are set to offer travellers across India a richer, more connected hospitality experience, while creating new opportunities for owners, partners, and stakeholders.
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