Alivaa Hotels & Resorts has marked its entry into Kashmir with the launch of its first property in Srinagar, thereby expanding its footprint into one of India’s most prominent tourism destinations. The boutique hotel operates under the group’s growing brand, The Hoften, in partnership with Al Shaykh Resorts. As a result, this launch represents a strategic milestone for the group as it strengthens its presence in high-potential leisure markets. Positioned as a contemporary boutique offering, The Hoften focuses on delivering comfort-driven stays that align 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. Moreover, the region has witnessed improved infrastructure and a steady rise in tourist footfall in recent years. Consequently, Kashmir has reinforced its position as a key destination for leisure travel, weddings, and adventure tourism.
Akash Bhatia, Chief Executive Officer, Alivaa Hotels & Resorts, expressed strong optimism about the region, stating, “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.”
At the same time, Vikramjit Singh, Chairman and Managing Director, highlighted the strategic importance of the launch. “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 upscale, mid-scale, and boutique segments.”
Meanwhile, Shaykh Mukhtar Ahmad, Owner of Al Shaykh Resort, emphasized the value of the collaboration, stating, “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.”
Furthermore, the launch signals the beginning of a broader regional expansion strategy. Alivaa plans to introduce approximately 10 additional properties across Kashmir in the coming years. This move aligns with the rising demand for quality accommodation in the region and reflects growing investor confidence in Kashmir’s evolving tourism landscape.
Alivaa Hotels & Resorts is strategically positioning itself to capitalize on Kashmir’s tourism growth by combining boutique hospitality with regional partnerships. As demand for experiential travel continues to rise, the group’s expansion into the region could significantly enhance its presence while contributing to the development of Kashmir’s hospitality ecosystem.
