Alivaa Hotels & Resorts has announced its official entry into the “Paradise on Earth” with the opening of its first property in Srinagar
In a strategic partnership with Al Shaykh Resorts, the group has launched this boutique property under its rapidly expanding brand, The Hoften.
Known for delivering seamless comfort and contemporary stays, The Hoften’s arrival in Srinagar marks a significant milestone in Alivaa’s mission to provide high-quality hospitality in India’s most iconic destinations. This launch is the first step in an ambitious regional expansion, with the group planning to add 10 more properties across Kashmir in the coming years.
Kashmir continues to be a crown jewel of Indian tourism, drawing travellers with its alpine meadows, the serene waters of Dal Lake and its rich heritage. Beyond its breathtaking landscapes, the region has seen a massive infrastructure boost and a surge in tourist footfall, reaffirming its position as a world-class destination for leisure, weddings and adventure.
Akash Bhatia, Chief Executive Officer (M&F) for 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 splendour with reliable, comfortable hospitality. Most importantly, we want to reassure travellers 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 for 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 upscale, 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.”
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