Alivaa and Amritara Hotels Form Strategic Alliance

Alivaa and Amritara Hotels Form Strategic Alliance

Alivaa Hotels & Resorts has announced a strategic partnership with Amritara Hotels & Resorts, which is one of India’s boutique hotel chains. This collaboration brings together a portfolio of 49 hotels and resorts, aiming to create synergy in the Indian hospitality market. Similar to global airline alliances, each hotel group will maintain its unique culture and service style while providing a broader selection of destinations across the country.

Alivaa Hotels & Resorts, which operates 21 properties under its brands—Alivaa, The Hoften, and Xenious—has formed a partnership with Amritara Hotels & Resorts, which manages 28 hotels across India. This alliance aims to unify their sales and marketing efforts, enhance their market presence, and support mutual growth.

Comments from Leadership:

“We are delighted to partner with Alivaa Hotels & Resorts,” said Ms. Ruchi Uberai, Chairwoman of Amritara Hotels & Resorts.

“This strategic tie-up will allow us to leverage our combined strengths, expand our reach, and provide an even more diverse and compelling offering to our guests.”

Mr. Vikramjit Singh, Founder of Alivaa Hotels & Resorts, commented on the partnership, stating, “This alliance marks a significant milestone for Alivaa and Amritara. By combining our portfolios and expertise with Amritara, we are confident that we can achieve greater efficiency and a stronger foothold in the competitive hospitality landscape.”

The collaboration holds special significance for Mr. Akash Bhatia, CEO of Alivaa Hotels & Resorts, who previously served as the Vice President at Amritara Hotels & Resorts. “It’s a privilege to be part of this alliance, which brings together two companies I deeply respect,” said Mr. Bhatia. “This partnership will not only streamline our sales and marketing strategies but also lead to a more robust market presence for both brands.”

The groundwork for this pioneering association was laid by Mr. Parvinder Singh Dhillon, Founder of CIN Digital.

“It was a pleasure to facilitate this union between two visionary hospitality groups,” said Mr. Dhillon. “This alliance is a testament to their commitment to innovation and growth, and I am excited to see the incredible value it will bring to the industry.”

The partnership is effective immediately, with both companies focusing on integrating their sales and marketing operations to prepare for the upcoming travel season.