Alivaa & Amritara Hotels Form Strategic Alliance

Alivaa Hotels & Resorts & Amritara Hotels & Resorts Join Forces: A New Era for Indian Hospitality

New Delhi, 22nd September – In a landmark move set to reshape the Indian hospitality landscape, Alivaa Hotels & Resorts and Amritara Hotels & Resorts have announced a strategic alliance, merging their collective strengths to offer travelers an expanded portfolio of 49 unique hotels and resorts across India.

Much like the celebrated Star Alliance in global aviation, this collaboration allows both hospitality brands to retain their individual charm while coming together to offer guests more destinations, seamless travel experiences, and unmatched hospitality.

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Expanding Footprints: 49 Hotels, One Vision

Under this alliance:

• Alivaa Hotels & Resorts brings its 21 properties under brands like Alivaa, The Hoften, and Xenious.

• Amritara Hotels & Resorts, a renowned name in boutique and luxury stays, contributes 28 properties spread across India’s most sought-after destinations.

Together, this collaboration promises diverse stays for every traveler—from serene retreats in the hills to vibrant resorts in cultural hotspots.

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Leadership Voices: A Step Towards Hospitality Excellence

Ms. Ruchi Uberai, Chairwoman of Amritara Hotels & Resorts, expressed excitement about the tie-up, stating:

“This strategic partnership allows us to expand our reach and create an even more compelling offering for our guests.”

Mr. Vikramjit Singh, Founder of Alivaa Hotels & Resorts, highlighted how the alliance brings efficiency and stronger market presence to both brands.

For Mr. Akash Bhatia, CEO of Alivaa Hotels & Resorts—who once served as Vice President at Amritara—this partnership is deeply personal. He shared:

“It’s a privilege to unite two companies I hold in high regard, streamlining sales and marketing efforts for mutual growth.”

This milestone was facilitated by Mr. Parvinder Singh Dhillon, Founder of CIN Digital, underscoring the forward-thinking approach of both hospitality groups.

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Why This Matters for Travelers

For the modern traveler, this alliance translates to:

• More destinations to choose from across India.

• Authentic experiences blending boutique luxury with local culture.

• Streamlined booking and marketing channels, making travel planning easier than ever.

With the peak travel season approaching, this collaboration promises unforgettable stays for leisure and business travelers alike.

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About Alivaa Hotels & Resorts

Known for boutique charm and upscale comfort, Alivaa Hotels & Resorts operates 21 properties under brands Alivaa, The Hoften, and Xenious, offering guests memorable experiences and personalized service.

About Amritara Hotels & Resorts

A pioneer in boutique and luxury hospitality, Amritara Hotels & Resorts manages 28 properties across India, celebrated for authentic cultural experiences and warm hospitality.