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By Manu Vardhan Kannan
Published on June 21, 2025
India’s branded alternate vacation market has reached a valuation of USD 483.7 million in 2024, according to a new study by Axon Developers in collaboration with SKYE, a hospitality and tourism consulting firm. The segment has jumped by 46.8% from 2023, when it stood at USD 329.6 million—marking one of the fastest-growing trends in the Indian tourism landscape.
The sharp rise comes at a time when travellers are increasingly choosing immersive and authentic holiday experiences over traditional hotel stays. Instead of standardised rooms and conventional itineraries, many prefer personalized getaways that reflect local culture, food, and natural surroundings—a demand being met by the burgeoning short rental and villa market.
In 2024 alone, India added over 550 new branded rental villas, taking the total count to 1,711. Over the next five years, that number is projected to cross 5,000, with the overall market value forecasted to hit USD 1,560.7 million by 2029, growing at a CAGR of 26.4%.
Sharing insights on this evolving trend, Ankit Kansal, MD of Axon Developers, stated:
“The nature of tourism is transforming. People are no longer satisfied with just ticking landmarks off their lists. With urban fatigue and hectic lifestyles, today’s travellers are seeking authentic, nature-centric experiences. That’s where private villas and farmhouses with bespoke services come into play—offering a level of customization that mainstream hotels simply cannot match.”
Another key trend fuelling the surge is the growing interest in offbeat travel trails, especially as mainstream destinations become overcrowded. Areas such as the Konkan coast, Himalayan valleys, Nilgiris, and Sahyadris are attracting travellers looking for serene, less-explored escapes. In many such regions, traditional hotels are scarce, and vacation villas, bungalows, and farmhouses are stepping in to meet the demand.
The vacation rental space has also caught the attention of hospitality giants. IHCL’s Ama Stays & Trails crossed 250 private properties as of January 2025, while ITC’s Storii brand is actively expanding into states like Uttar Pradesh, Himachal Pradesh, and Goa.
“This indeed is a watershed moment for India’s alternate hospitality segment,” said Ms. Taran Chabra, Director of SKYE Hospitality.
The ripple effects of this growth will extend beyond tourism. According to Kansal,
“Sectors like real estate, aviation, and F&B are bound to benefit. Notably, the demand for second homes and vacation properties will see an uptick. While weekday occupancy for villas averages around 30–40%, weekend occupancy often peaks at 80–100%, pushing average occupancy to ~50%. This makes it a lucrative leasing option for second home owners.”
With branded villas becoming mainstream, and major players doubling down on this segment, India’s alternate vacation market is clearly poised for a new era of growth—one that is personalized, sustainable, and driven by experience over excess.
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Published on August 2, 2025
In a significant boost to Kerala’s flourishing tourism sector, Wyndham Hotels & Resorts has partnered with developer Asok Thirikkoth to introduce a new property, Ramada by Wyndham Wayanad Vythiri, set to open in 2026. The 52-room upscale hotel will rise amidst the lush green landscape of Vythiri, a region rapidly emerging as a hotspot for wellness and eco-tourism.
Owned by Asok Thirikkoth, the upcoming hotel will bring the globally trusted Ramada brand to one of South India’s most scenic destinations. Once open, it will offer modern, thoughtfully designed guest rooms, an all-day dining restaurant, a spa, meeting spaces, and a host of amenities tailored for leisure and business travellers alike.
“We are proud to bring the globally respected Ramada brand to Vythiri, a region that is fast becoming a major hub for wellness and eco-tourism,” said Asok Thirikkoth, owner of the property. “This collaboration with Wyndham Hotels & Resorts reinforces our commitment to developing high-quality hospitality experiences that complement Wayanad’s natural offerings. We are confident this hotel will play a pivotal role in enriching the region’s tourism landscape.”
Rahool Macarius, Market Managing Director, Eurasia, Wyndham Hotels & Resorts, added, “Bringing the Ramada brand to Wayanad marks an important step in our strategy to expand across India’s key leisure destinations. Our collaboration with Mr. Thirikkoth reflects our shared vision of delivering quality hospitality experiences in emerging tourism hubs, and further reinforces our presence in South India.”
The addition of this property underlines Wyndham’s focused approach to expanding in India’s high-potential tier-2 and tier-3 cities, particularly in leisure destinations that are experiencing a rising demand for trusted international hotel brands.
With the introduction of Ramada by Wyndham Wayanad Vythiri, both Wyndham and Asok Thirikkoth aim to offer a world-class hospitality experience that celebrates the region’s natural charm while meeting global standards of comfort and service.
Fairfield by Marriott, a part of Marriott Bonvoy’s global portfolio, has officially opened Fairfield by Marriott Jaipur Tonk Road, marking a significant addition to Jaipur’s growing hospitality landscape. Located in the heart of the Pink City, the hotel offers a seamless mix of modern comfort, functional design, and warm hospitality, ideal for today’s value-seeking travellers.
Situated just 6 km from Jaipur International Airport and 8 km from the railway station, the hotel provides easy access to popular tourist spots including Hawa Mahal, Amer Fort, and City Palace, along with local bazaars and heritage streets. This makes it a convenient base for both business and leisure stays.
“Fairfield by Marriott is one of the fastest-growing brands in our select-service portfolio,” said Ranju Alex, Regional Vice President – South Asia, Marriott International. “With this opening, we’re deepening our presence in high-potential markets like Jaipur and bringing Fairfield’s warm, inviting experience to more destinations in India.”
The hotel offers 115 thoughtfully designed rooms that focus on simplicity, featuring plush bedding, ergonomic workspaces, and high-speed Wi-Fi. Large windows provide stunning views of Jaipur’s skyline, while the public spaces reflect the brand’s signature welcoming aesthetic with open layouts and natural light.
A major highlight is Vista 20, the all-day dining restaurant located on the 20th floor, offering a curated menu of international and Indian dishes alongside picturesque views of the city. A well-stocked bar adds to the relaxed atmosphere, perfect for winding down after a day of meetings or sightseeing.
The hotel also features a fully equipped fitness centre and a spacious, pillar-less ballroom spread across 3,000 sq. ft., with an additional 1,000 sq. ft. pre-function area. These flexible event spaces make it suitable for corporate gatherings, weddings, and special occasions.
“We are thrilled to welcome guests to Fairfield by Marriott Jaipur Tonk Road,” said Gautam Chhabra, Hotel Manager. “Whether you're here for business, celebrations, or exploring Jaipur, we offer comfort, convenience, and a truly memorable experience.”
With this opening, Fairfield by Marriott continues its mission to provide dependable, value-driven stays across India, especially in culturally vibrant cities like Jaipur.
Published on August 1, 2025
The Indian Hotels Company (IHCL), India’s largest hospitality firm, has announced the signing of a new Taj-branded hotel in Naina Tikker, Himachal Pradesh. This brownfield project marks the brand's strategic expansion into a serene, relatively unexplored hill station in the Sirmaur district.
The upcoming 120-key Taj Naina Tikker will offer uninterrupted views of the majestic Dhauladhar mountain range. The resort will feature an all-day dining restaurant, a specialty restaurant, bar, and a lobby lounge. For events and celebrations, it will include a spacious 4,000 sq. ft. banquet hall, meeting rooms, and pre-function areas. Wellness facilities such as a heated pool, gym, spa, health club, and activity centre aim to enhance the experience for both leisure and group travellers.
Ms. Suma Venkatesh, Executive Vice President – Real Estate & Development, IHCL, stated, “Naina Tikker represents a unique opportunity for the Taj brand to mark its presence in a relatively unexplored part of Himachal Pradesh... It is poised to become a sought-after destination for leisure, MICE and social celebrations.”
Located amidst protected forests, Naina Tikker is a tranquil destination known for its pristine beauty, spiritual heritage, and vibrant biodiversity. With landmarks like the Mata Naina Tikker shrine and Bhureshwar Mahadev Temple, the area holds strong appeal for both spiritual and nature-loving travellers.
Mr. Sachin Kapoor and Ms. Sagarika Kapoor of Micro Turners Group, the hotel’s development partner, said, “We are excited to partner with IHCL for another project and bring the iconic Taj brand to Naina Tikker. This collaboration will redefine luxury hospitality in the region.”
With this addition, IHCL will have a total of 13 hotels in Himachal Pradesh, including eight currently under development, further strengthening its foothold in the North Indian hospitality market and forming a travel circuit across Chandigarh, Chail, Theog, and Dehradun.
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