Alivaa Hotels Opens First Hoften in Srinagar, Targets 10 More Hotels in Kashmir
Strategic partnership with Al Shaykh Resorts marks the group’s entry into Kashmir, with plans for 10 additional properties across the region.
By SOH Edit Team
Alivaa Hotels & Resorts has announced its official entry into Kashmir with the launch of its first property in Srinagar under its fast-growing boutique brand, The Hoften.
Developed in partnership with Al Shaykh Resorts, this opening represents a significant milestone in the group’s expansion strategy and reinforces its commitment to delivering high-quality, contemporary hospitality experiences in India’s most sought-after destinations.
The Srinagar debut also signals the beginning of an ambitious regional roadmap, with plans to establish 10 additional properties across Kashmir in the coming years.
Strategic Expansion into a High-Growth Market
The launch of The Hoften in Srinagar aligns with Alivaa’s broader vision of scaling its footprint in high-potential tourism markets. By collaborating with Al Shaykh Resorts, the group leverages local expertise while maintaining its brand standards of seamless comfort and modern design.
This strategic move not only strengthens Alivaa’s presence in North India but also positions the company to capitalise on the growing demand for boutique and experiential stays in emerging leisure destinations.
Kashmir continues to reaffirm its status as one of India’s premier tourism destinations. Known for its alpine landscapes, the tranquil Dal Lake, and rich cultural heritage, the region has witnessed a notable resurgence in recent years.
Significant infrastructure development, improved connectivity, and increasing tourist footfall have transformed Kashmir into a preferred destination for leisure travel, destination weddings, and adventure tourism. These factors collectively create a strong foundation for sustained hospitality growth in the region.
Vikramjit Singh, Chairman and Managing Director, Alivaa Hotels & Resorts.
Leadership Commentary
Akash Bhatia, Chief Executive Officer (M&F), Alivaa Hotels & Resorts, emphasised the brand’s enthusiasm for the region: “Kashmir’s beauty is truly unparalleled—it leaves a lasting impression on every visitor. With The Hoften, we aim to complement this natural splendor with dependable, comfortable hospitality. We also want to reassure travelers that Kashmir is not only breathtaking but safe and welcoming. We invite guests to experience its legendary hospitality firsthand.”
Vikramjit Singh, Chairman and Managing Director, Alivaa Hotels & Resorts, highlighted the strategic importance of the launch: “Our partnership with Al Shaykh Resorts reflects our commitment to scaling rapidly while preserving the cultural essence of each destination. With 30 operational hotels across 22 cities and two countries, we continue to set new benchmarks across upscale, mid-scale, and boutique segments.”
Shaykh Mukhtar Ahmad, Owner, Al Shaykh Resort, underscored the value of the collaboration: “Partnering with Alivaa allows us to bring a professional, brand-led hospitality experience to Srinagar. The Hoften’s focus on comfort complements the serene environment of our resort. This collaboration reflects the immense potential of Kashmir’s hospitality sector, and we remain committed to delivering authentic warmth alongside international service standards.”
With its entry into Srinagar, Alivaa Hotels & Resorts strengthens its position as a rapidly expanding hospitality group focused on delivering consistent quality across diverse market segments. The planned expansion across Kashmir underscores its confidence in the region’s long-term tourism potential and its intent to play a key role in shaping the next phase of hospitality growth in the valley.
