As India’s hospitality sector continues to ride the premiumization wave, ITC Hotels on Friday introduced a new upscale hotel brand, “Epiq Collection,” aimed at boosting growth in the premium portfolio.
The brand will make its entry with a 118-key owned hotel in Puri, Odisha, followed by a 201-key managed property in Tirupati, Andhra Pradesh, scheduled to open over the next two years.
According to the company, “With this new brand launch, ITC Hotels aims to add about 1,000 keys under Epiq Collection over the medium term, reinforcing its commitment to offering elevated hospitality experiences across India. This strategic addition to the portfolio is designed to accelerate the company’s premiumization journey by focusing on the conversion of high-quality hotels into new owned and managed properties.”
The premium hospitality space already features competing offerings such as Vivanta from IHCL and Aurika by Lemon Tree Hotels.
The announcement comes at a time when ITC’s hospitality business anticipates a strong second half of FY26, driven by buoyant demand and higher discretionary spending. In Q2 FY26, the company reported a 74.3% jump in consolidated net profit to ₹132.8 crore, compared to ₹76.2 crore in the corresponding period of FY25.
Revenue from operations climbed 7.9% YoY to ₹839.5 crore, up from ₹778 crore. The company’s PBIDT rose 34.5% YoY to ₹294.7 crore.
Although heavy monsoons, seasonal softness, and fewer auspicious wedding dates dampened performance earlier in the quarter, demand rebounded in September driven by longer weekends and early festive momentum. The release said, “The hospitality sector faced seasonal softness in the quarter, which was further impacted by heavy monsoon rains that dampened travel sentiment and leisure mobility in July and August… However, demand rebounded in September… reaffirming the sector’s medium- to long-term resilience.”
Strong growth in retail, corporate, and MICE bookings pushed room revenue upward. The average daily rate rose by 6%, while occupancy improved by 254 bps, driving 9% standalone RevPAR growth. On a consolidated basis, RevPAR grew 11% YoY, with the company maintaining a 40% RevPAR premium over the industry, underscoring brand strength.
Food & beverage revenues recorded 5% growth, aided by strong performance from restaurants and banquet services.
During the quarter, ITC Hotels also signed new properties in Patna, Hyderabad, Tirupati, Wayanad, Nellore, and Mantralayam, reinforcing its push into high-growth markets.
The group now manages a network of 207 hotels, including 146 operational and 61 under development, and is on track to exceed 220 operational hotels with 20,000 keys by 2030. The company expects supportive policy measures, such as GST rationalization and monetary easing, to further reinforce industry momentum amid a continued supply-demand gap in the premium segment.
