Alivaa Hotels & Resorts has announced its entry into Kashmir with the launch of its first property in Srinagar, marking a significant milestone in the group’s expansion journey.

Developed in partnership with Al Shaykh Resorts, the boutique property has been introduced under Alivaa’s rapidly growing brand, The Hoften. Known for delivering contemporary, comfort-driven stays, The Hoften’s arrival in Srinagar reflects the brand’s focus on expanding into India’s most iconic travel destinations.

This launch also marks the beginning of a larger regional growth strategy, with plans to introduce 10 additional properties across Kashmir in the coming years.

Kashmir continues to emerge as a key tourism hub, attracting travellers with its scenic landscapes, including the iconic Dal Lake, alpine meadows, and rich cultural heritage. The region has also witnessed significant infrastructure development and a steady rise in tourist footfall, reinforcing its position as a preferred destination for leisure, weddings, and experiential travel.

Sharing his perspective, Akash Bhatia said, “Kashmir possesses a beauty that is truly unparalleled. We are thrilled to bring The Hoften brand here to complement that natural splendour with reliable and comfortable hospitality. We also want to reassure travellers that Kashmir is safe, welcoming, and ready to be experienced.”

Vikramjit Singh added, “The opening of The Hoften in Srinagar is a pivotal moment for our group. Our partnership aligns with our vision of scaling rapidly while maintaining the soul of each destination. With 30 operational hotels across 22 cities and two countries, we remain committed to setting new benchmarks across segments.”

Commenting on the collaboration, Shaykh Mukhtar Ahmad said, “This partnership allows us to bring a professional, brand-driven hospitality experience to Srinagar. We look forward to showcasing the authentic warmth of Kashmir while delivering international standards of service.”

With this launch, Alivaa Hotels & Resorts strengthens its footprint in India’s growing hospitality landscape, combining regional authenticity with modern comfort for the evolving traveller.