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Where Gen Z Checks In: The Future of Indian Hotels
Gaurav Singh, COO of Chalet Hotels Ltd, on launching ATHIVA—the lifestyle brand built for India’s young, conscious and experience-driven travellers.
India’s travel culture is changing —and Gen Z is leading that shift. With a new appetite for meaning, wellness and culturally grounded experiences, young travellers are reshaping what modern hospitality must look like. Stepping into this evolving landscape is ATHIVA, Chalet Hotels’ new lifestyle brand built around the idea of “abundant joy”.
For Gaurav Singh, COO of Chalet Hotels Ltd, the mandate is clear: create hotels that feel intuitive, responsible and rooted in place, without losing the warmth of contemporary Indian hospitality. In this conversation, Singh breaks down why ATHIVA is perfectly timed for the country’s next wave of travellers and how it aims to redefine what luxury feels like today.
1. Why do you think it is a good time to launch a new lifestyle hospitality brand in India?
Nearly two-thirds of India’s population is under 35, which is an extraordinary demographic advantage. With per capita income nearing US$3,000, discretionary travel spending is rising sharply. Millennials and Gen Z are reshaping tourism, seeking meaning, connection, and authenticity over mere accommodation. They’re willing to invest in experiences rooted in wellness, sustainability, and culture. Domestic travellers are projected to double from 2.5 billion in 2024 to 5.2 billion by 2030, at a CAGR of 13.4%. While the luxury segment comprises only 17% of the organised market, it’s growing the fastest. The real opportunity lies in the upscale lifestyle segment—the sweet spot ATHIVA targets—offering strong margins without the volatility of either budget or ultra-luxury categories.
2. ATHIVA means "abundance" in Sanskrit. How does that translate into the guest experience?
Abundance in Sanskrit isn’t about excess; it’s about wholeness, about having enough of what truly matters. At ATHIVA, this translates into our philosophy of Abundant Joy: the assurance of the expected combined with the delight of the unexpected. From curated experiences like Breakfast@Anytime, which respects the modern traveller’s fluid rhythm, to the Binge Box, a mindful reimagining of the minibar stocked with wholesome snacks—every detail reflects thoughtfulness.
For us, true abundance isn’t measured by amenities but by an abundance of care. At ATHIVA Resort & Spa, Khandala, guests don’t just check into a room; they enter a reimagined space that blends refined luxury with locally inspired experiences and responsible practices. Because real abundance lies in connection – with the place, the people, and the community. That’s what abundance truly means in hospitality.
3. How are India's young and affluent travellers influencing ATHIVA 's core offerings?
Unlike previous generations, millennials and Gen Z view travel as a priority, with nearly 81% preferring luxury experiences over other discretionary spending or lavish weddings. But their idea of luxury isn’t about excess. They seek experiences that are personal, shareable, and value-driven. They favour multiple short getaways over one long vacation and are willing to stretch their budgets for moments that feel truly unforgettable. This mindset has been central to ATHIVA’s design philosophy. We introduced Local Immersions to foster cultural engagement and community connection, recognising that today’s travellers value genuine local experiences more than standard hotel amenities.
They are also conscious travellers, with 89% of Gen Z and 65% of millennials increasing their travel budgets precisely because they want to travel responsibly. That’s why every ATHIVA property integrates energy-efficient architecture, waste-conscious operations, local sourcing, and community partnerships as core principles, not afterthoughts.
4. You have called ATHIVA a ‘wellness-first’ brand. How will wellness go beyond spa offerings and become a part of daily guest experiences?
Wellness at ATHIVA isn't confined to a treatment room or a massage table. Wellness is about how guests feel throughout their stay, physically, mentally, and emotionally. It starts the moment they think about booking with us. Our Breakfast@Anytime offering respects circadian rhythms and personal schedules, recognising that forcing guests into rigid mealtimes disrupts wellbeing. Our Binge Box replaces impulse snacking with thoughtfully curated, wholesome options that nourish rather than indulge recklessly. We have designed our properties with nature access at the core. The ATHIVA Resort & Spa, Khandala, is nestled in the Sahyadri hills with access to nature trails, waterfalls, and ancient caves. Movement, fresh air, natural light, and connection to the landscape are wellness fundamentals.
Beyond that, we're integrating wellness into daily ritual through local Immersions. We are also being intentional about design. Every room is designed for rest, from lighting that supports natural sleep cycles to materials that create calm. Staff training emphasises intuitive care, noticing what guests need before they ask, and creating space for reflection alongside activity. Wellness must be holistic and invisible and shouldn't feel like an orchestrated programme
5. What does "responsible luxury" mean to you in operational terms, and how do you measure its success?
For us, it starts with the Parivartan initiative, our sustainability framework that drives systemic transformation across design, development, and operations. Operationally, it means we measure success across three dimensions.
First, environmental stewardship. We've committed to Net Zero emissions by 2040, and we've already achieved the Climate Group's EV100 commitment, transitioning our guest fleet to 100% electric vehicles and installing charging infrastructure across all properties.
Second, social equity. We partner with non-profit organisations to skill People with Disabilities (PWDs) and youth from underprivileged backgrounds with a comprehensive 45-day development programme in Housekeeping and Food & Beverage creating livelihood opportunities funded entirely by Chalet. We invest in upgrading infrastructural support to schools and healthcare in the nearby communities uplifting and empowering the communities.
Third, economic resilience. Luxury that benefits only some stakeholders isn't sustainable; it requires alignment across all partners. We measure success through fair margins for owners, competitive wages for staff, transparent pricing for guests, and collaborative practices with suppliers. Responsible hospitality means value is equitably distributed—not concentrated.
6. How do you see technology, design, and community engagement shaping the next decade of hotels in India?
The future of Indian hospitality rests at the intersection of these three forces, and they must work in symphony, not isolation. Technology can't drive experience; it must enable it. Design without community voice becomes extractive colonialism. Community engagement without thoughtful technology becomes unsustainable.
Technology at ATHIVA is about removing friction and creating intuition. It's about knowing when to connect guests with technology and, critically, when to disconnect them. We are using data and AI to anticipate guest needs so seamlessly that the technology becomes invisible. Breakfast@Anytime isn't a fancy app; it's a system that respects guest autonomy. Real technology innovation is about understanding that 'experience first' means some of our guests want to completely unplug. The hotels we build in the next decade cannot be interchangeable boxes. Design should tell the story of the place, not impose the story of the brand. That's why our properties feature locally inspired experiences, sustainable materials that honour the landscape, and design choices that reduce environmental footprint.
7. Will ATHIVA explore international markets, especially in South Asia or the Middle East, where the Indian traveller demographic is growing fast?
That's a question that excites us, but we're disciplined about sequencing. Right now, our focus is laser-sharp on India, scaling ATHIVA across six properties with over 900 keys and building a brand that's rooted in contemporary warm Indian hospitality. We're still in the foundational phase, and brand building requires a deep, consistent presence in your core market. That said, the demographic opportunity you mention is real. Indian outbound travel is soaring, and the growing Indian traveller population across Southeast Asia, the GCC, and South Asia is undeniable. In a few years down the line, we will explore an asset-light strategy for the brand, which opens doors to franchising and managed partnerships beyond our current footprint. If we do expand internationally, it would likely be through partnerships and management contracts rather than asset ownership, a model that allows us to extend ATHIVA's promise of abundant joy, wellness, and sustainability globally without overextending operationally.
(In Cover Image: Gaurav Singh, COO, Chalet Hotels)
Source: GlobalSpa