ALIVAA Hotels & Resorts has officially finalised a strategic alliance with Aliste Hotels & Resorts and Vivid Stays, integrating two prominent Gurugram properties into its rapidly expanding hospitality portfolio. The partnership marks a significant step in strengthening ALIVAA’s footprint in Gurugram, one of India’s most dynamic corporate and commercial markets.

As part of the alliance, Aliste Millennium, located near Huda City Centre, and Vivid Boutique Hotel in Sector 38, Gurugram, will operate under ALIVAA’s The Hoften brand. With this addition, The Hoften now spans seven strategic locations across Gurugram, reinforcing ALIVAA’s cluster-led growth strategy designed to maximise distribution strength, sales efficiency, and operational performance.

Gurugram continues to be a major economic engine within the National Capital Region, serving as a base for Fortune 500 companies, global technology firms, and a fast-growing startup ecosystem. The city’s strong demand for specialised corporate accommodation makes it a key market for ALIVAA’s expansion. Through this alliance, the company aims to consolidate its sales capabilities and capture a larger share of high-yield corporate travel demand.

The Hoften brand is positioned to cater to modern business travellers seeking efficiency, contemporary design, and strong urban connectivity. With a focus on functionality and comfort, the brand has been developed to appeal to large corporate accounts while maintaining consistent service standards. Following the latest integration, ALIVAA will now oversee sales strategy for one flagship ALIVAA property and six The Hoften hotels across Gurugram.

Commenting on the development, Akash Bhatia, CEO of ALIVAA Hotels & Resorts, said, “This alliance is a calculated step toward market leadership in the NCR. By integrating Aliste Millennium and Vivid Boutique Hotel into our The Hoften cluster, we are not just adding keys; we are consolidating our sales force to offer corporate clients unparalleled variety and proximity. Our goal is to set a new benchmark for RevPAR in the Millennium City through aggressive distribution and operational excellence.”

Vikramjit Singh, Founder and CMD of ALIVAA Hotels, added, “ALIVAA was founded on the vision of creating value for asset owners through professional management and strategic scale. Partnering with Aliste Hotels allows us to demonstrate the strength of our franchise and management model. We are excited to welcome these properties into our ecosystem and are committed to driving market dominance in Gurugram’s high-yield corporate segments.”

Dr. Harmeet Singh Arora, Founder and Director of Aliste Hotels & Resorts, said, “Aligning with ALIVAA Hotels & Resorts represents a significant milestone for us. By joining forces with ALIVAA’s commercial engine, we are confident that our Gurugram properties will reach a wider audience of discerning business travellers while maintaining the personalised service our guests expect.”

Ms. Neha Singh, Co-Founder and Director at Aliste Hotels & Resorts, noted, “This partnership allows us to combine our focus on guest satisfaction with ALIVAA’s strong sales and marketing capabilities. We look forward to a successful collaboration that enhances the overall guest experience at both Aliste Millennium and Vivid Boutique Hotel.”