Chalet Hotel launches premium lifestyle brand Athiva, eyes rapid expansion
Chalet Hotel launches premium lifestyle brand Athiva, eyes rapid expansion

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Chalet Hotel launches premium lifestyle brand Athiva, eyes rapid expansion

Amid fast growth in India’s hospitality industry, hotel asset management company Chalet Hotels has launched its own premium lifestyle hospitality brand, ATHIVA Hotels and Resorts, consisting of six hotels and over 900 keys, with plans to double its capacity within three years.

Currently, Chalet Hotels has 11 operating hotels and resorts with 3,351 keys. Out of these, the company was operating three hotel properties under different brands. Sanjay Sethi, managing director and chief executive officer (CEO), Chalet Hotels, said that the company will now bring these three existing hotels under a common name. The new brand is designed with a millennial and Gen Z mindset, focused on wellness and sustainability, he noted. 

With this, The Dukes Retreat in Khandala will now be rebranded as ATHIVA Resort and Spa, Khandala, from October 16. Apart from this, a fully renovated business hotel in Navi Mumbai, Four Points by Sheraton, and The Resort at Aksa Beach, a K Raheja Corp Group Hotel, will also come under the ATHIVA Hotels and Resorts brand. Additionally, the company has three greenfield projects planned, two seafront properties in Goa (as Athiva Resort and Spa) and one convention centre in Thiruvananthapuram.

“In this environment, India’s number of branded rooms is still very low. We have less than 2 lakh rooms in the country, while Dubai alone has 1.5 lakh rooms. So clearly, India is underserved as a market, and we think there is a big gap and an opportunity,” Sethi added. 

At the same time, Chalet Hotels is open to possible acquisitions to expand the brand further. Sethi noted that the company will look for more opportunities where it can contribute more materially to its balance sheet. 

“Today, we have around 3,300 rooms. Revenue is about Rs 1,700 crores. We are growing at a healthy 25 per cent year-to-year. Now, some of the growth is going to come through our own brand,” said Sethi, adding that the ATHIVA Hotels and Resorts brand has the potential to contribute materially to the company’s balance sheet in the coming years. 

While he did not specify the investment for the new brand’s launch, he highlighted that the company is known for its large-scale projects.

“We will not be opening hotels just to plant our flags in multiple places. We like hotels on a scale, which have to be bigger. The positioning has to be upper upscale,” said Sethi. 

Source: Business Standard

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