The Hoften by Alivaa Debuts in Srinagar

Alivaa Hotels & Resorts has announced its entry into Kashmir with the opening of its first property in Srinagar. The boutique hotel has been launched under the group’s growing brand, The Hoften, in partnership with Al Shaykh Resorts.

Alivaa Hotels & Resorts Opens First Srinagar Property Under The Hoften

The opening marks a strategic milestone for the group as it expands into one of India’s most prominent tourism destinations. Positioned as a contemporary boutique offering, The Hoften aims to deliver comfort-driven stays aligned with the region’s cultural and natural appeal.

Often referred to as “Paradise on Earth,” Kashmir continues to attract travellers with its scenic landscapes, including the iconic Dal Lake, alpine meadows, and rich heritage. In recent years, the region has also witnessed improved infrastructure and increased tourist footfall, reinforcing its position as a key destination for leisure, weddings, and adventure tourism.

Akash Bhatia, Chief Executive Officer, Alivaa Hotels & Resorts, expressed his enthusiasm for the region, “Kashmir possesses a beauty that is truly unparalleled; it’s a place that stays with you long after you leave. We are thrilled to bring The Hoften brand here to complement that natural splendor with reliable, comfortable hospitality. Most importantly, we want to reassure travelers that Kashmir is not only breathtaking but also incredibly safe and welcoming. We invite everyone to come and experience the legendary Kashmiri hospitality firsthand.”

Vikramjit Singh, Chairman and Managing Director, Alivaa Hotels & Resorts, added, “The opening of The Hoften in Srinagar is a pivotal moment for our group. Our partnership with Al Shaykh Resorts aligns with our vision of scaling rapidly while maintaining the soul of the land. With 30 operational hotels now spanning 22 cities and 2 countries, Alivaa is committed to setting new benchmarks in the up- scale, mid-scale and boutique  segments”

Shaykh Mukhtar Ahmad, Owner of Al Shaykh Resort, commented, “Partnering with Alivaa Hotels & Resorts allows us to bring a professional, brand- driven experience to Srinagar. The Hoften’s reputation for comfort perfectly matches the tranquil environment of our resort. This collaboration is a testament to the growing potential of Kashmir’s hospitality sector. We are dedicated to showcasing the authentic warmth of our region while ensuring international standards of service. We look forward to welcoming guests to this beautiful corner of the world and being a part of their cherished memories.”

The launch also signals the beginning of a broader regional strategy, with Alivaa planning to introduce approximately 10 additional properties across Kashmir in the coming years. The move aligns with the growing demand for quality accommodation in the region and reflects confidence in Kashmir’s evolving tourism landscape.