India’s biggest hospitality brand, Indian Hotels Company launched the SeleQtions brand in 2019, which has grown to a size of 36 hotels with 14 more under development. IHCL also signed a strategic alliance with boutique brand Tree of Life Resorts & Hotels in February to include 14 resorts under its marketing and distribution network.
ITC launched two brands, Mementoes and Storii, with the same intention. With two Mementoes properties in Jaipur and Udaipur, the idea is to offer luxury getaways that take guests away from the bustle of a big resort and extend curated offerings instead. Storii properties tap locations big brands usually skip, like Solan, Dharamsala and Sirmaur. With lower price points than Mementoes, Storii is affordable, yet offers travellers new locations and unique experiences with the ITC brand value.
As Taljinder Singh, senior vice-president, IHCL, told FE: “Experience-led tourism is becoming the norm. Immersing in experiences that create unforgettable memories through facilitated, yet authentic programmes or initiatives is expected to remain a market driver and gain even more in popularity. This is reflected in our growing pipeline for SeleQtions.”
SeleQtions features hotels that offer a distinctive experience to guests, with each hotel having a distinct historical, geographical, cultural or artistic stamp. From historical hotels in Sawai Madhopur and Ramgarh in Rajasthan, Ooty and Coonoor in Tamil Nadu to city hotels like President in Mumbai or The Connaught in Delhi, each one has its own legacy.
The pandemic turned many things on their head, and homestays and intimate experiences became an essential part of travel. With domestic tourism booming and millennials demanding the unusual, coupled with a will to spend, terms like intimate, personalised, unique became an inherent part of the travel checklist. And while independent boutique hotel brands have been aplenty since long, the big fish have far deeper pockets and expertise to offer not only unique locations, but crafted experiences as well. So be it a location that takes you far from the madding crowds or a musical tune or a fragrance created for a particular property, travellers encounter what is certainly novel and distinctive.
As ITC chairman Sanjiv Puri had told FE at the launch of their Colombo property in April when asked about the boutique brands: “The youth today are looking to explore new places, and experience new things. Our Storii and Mementoes brands focus mainly on such experiences, and endeavour to attract the younger generation with premium offerings.”
Marriott International has introduced its boutique brand of Tribute in India with three properties – one in Bengaluru and two in Kochi — with another signed for Ballard Estate in Mumbai in agreement with the Balwa Group that is expected to open in March 2026. Commenting on the brand, Ranju Alex, area vice-president, South Asia, Marriott International, said: “The growing demand for independent hotel experiences spans across not only leisure travelers, but business travellers as well. Positioned in a prime location with upscale amenities, this hotel will highlight the city’s hidden gems for those who value authentic experiences and crave a connection with the community when travelling.”
Sharing the same sentiment at the time of signing a deal with Tree of Life, Puneet Chhatwal, managing director & chief executive officer, IHCL, had said, “With the rising trend of experiential travel, Tree of Life Resorts & Hotels offers our discerning guests unique travel experiences in offbeat destinations including in tier II and III cities. This partnership is in line with our vision to expand our brandscape to newer formats which cater to the ever-evolving travel needs.”
So, is boutique the future of travel? IHCL’s Singh answers this with: “Leisure travel and more importantly experiential travel is a growing trend. It will be characterised by greater sustainability, personalised experiences and new forms of exploration. Today’s guests are looking at more than just good hotel accommodation – they travel to learn something new and experience a new culture — a distinct immersive stay experience that is hyperlocal and magnifies local culture.”
Written by Ivinder Gill
