Eight Continents Hotels & Resorts has announced a strategic alliance with The Aviyaan Luxe Serenity to collaborate on integrated sales and marketing initiatives. The partnership is aimed at strengthening market presence, unlocking growth opportunities, and delivering enhanced value to guests through curated hospitality experiences.

The collaboration brings together the global outlook and experience-driven expertise of Eight Continents Hotels & Resorts with The Aviyaan’s strong regional presence and execution capabilities.

Under this alliance, both organisations will work on integrated sales campaigns, co-branded marketing initiatives, and client-focused solutions to drive growth and improve market reach. The partnership will also focus on increasing brand visibility and using cross-market insights to create differentiated experiences for both leisure and business travellers.

Richa Adhia, Managing Director, Eight Continents Hotels & Resorts, said, “We are excited to partner with The Aviyaan. This collaboration reflects our commitment to building strong, value-driven relationships that enable us to better serve our clients and deliver impactful sales and marketing solutions.”

The group currently operates a curated portfolio of properties across India, the United Kingdom, and East Africa. As part of its global expansion strategy, Eight Continents Hotels & Resorts recently acquired La Barbarie Hotel, marking its entry into premium European leisure destinations.

In India, the brand’s portfolio includes experiential stays such as Treetop by Eight Continents Astroport Sariska, Stamps Jodhpur, Stamps Golden Lagoon in Amritsar, and Stamps Pushkar. Internationally, it has expanded with Ocho Homes in Belfast and Taychreggan – Signature Collection in Scotland, along with Treetop by Eight Continents in Zanzibar. These developments further strengthen its positioning as a design-led and experience-driven hospitality brand across key global destinations.

Taj Holidays has introduced “Hymns of Ganga,” a thoughtfully curated travel experience rooted in the spiritual and natural essence of North India. Conceptualised by Deorhi, the journey is designed for travellers looking for a slower and more immersive way to explore the region’s sacred landscapes.

The seven-day, six-night itinerary begins at Taj Rishikesh Resort & Spa, where guests are welcomed into the calm surroundings of the Himalayas. Mornings are centred around yoga and dhyana sessions led by Yog Guru Surakshit Goswami, followed by sound healing experiences set against the flowing Ganga.

As the journey unfolds, guests travel to Devprayag, where stories of faith are brought to life by kathavachaks. In Rishikesh, travellers discover the destination’s layered past, including its early identity as Kubjāmraka.

The experience continues at Pilibhit House, Haridwar – IHCL SeleQtions, a restored heritage retreat located along the banks of the Ganga. Here, guests witness the iconic Ganga Aarti at Har Ki Pauri, where the river comes alive in the evening with lamps, chants, and rituals.

From the spiritual riverbanks, the journey transitions into the wilderness of Jim Corbett National Park. At Taj Corbett Resort & Spa, guests experience the rhythm of the forest through nature walks, serene landscapes, and the sounds of wildlife. Evenings here are marked by regional cuisine and traditional Kumaoni performances, offering a glimpse into the local culture.

With stays at Taj and SeleQtions properties inclusive of meals and transfers, “Hymns of Ganga” offers a seamless and enriching journey. The experience encourages travellers to slow down, stay present, and connect deeply with each destination, going beyond routine travel.

Bookings for the journey are now open, with stays starting from April 26, 2026.

Indian Hotels Company Limited’s lifestyle catering brand Soulinaire has partnered with IF.BE (Ice Factory Ballard Estate), a well-known cultural centre in Mumbai. This collaboration marks a new phase for the 150-year-old restored industrial space, bringing together culture and curated hospitality experiences.

Mr. Kamal Malik, Founding Partner, IF.BE, said, “IF.BE has always been envisioned as a space where ideas, people and disciplines converge. Through this collaboration with Soulinaire we are able to extend that vision - bringing together strong cultural programming with a level of culinary refinement and operational depth that enhances every interaction within the space.”

Mr. Abhijit Mehta, Partner, IF.BE, said, “The collaboration brings together IF.BE’s curatorial focus with Soulinaire’s systems-led approach to refined, high-volume catering and service. Known for its emphasis on personalization, scale, and consistency, Soulinaire extends IF.BE’s offering beyond programming, introducing a more considered and cohesive food and beverage dimension across events, gatherings, and daily experiences.”

Located in Mumbai’s historic Ballard Estate, IF.BE is a unique cultural hub set inside a restored 150-year-old ice factory. The space blends heritage architecture with modern art and design, creating a platform for creativity, discussions, and community engagement.

Mr. Somnath Mukherjee, Executive Vice President - Operations, IHCL, said, “This partnership brings together two brands with a shared commitment to craft, culture and experience. IF.BE has evolved into a distinctive cultural destination within Mumbai’s urban fabric, and this association marks Soulinaire’s entry into one of the city’s historic precincts to curate experiences that are rooted in design and dialogue. We are happy to collaborate with Mr. Kamal Malik and Mr. Abhijit Mehta.”

The venue features three dining and social spaces, including Native Bombay, a modern Indian restaurant, The Banyan Tree Café set in a calm courtyard, and The Native Lounge, a contemporary bar. Along with this, IF.BE offers flexible event spaces such as The Ice Factory, The Cathedral, and The Substation, which host a range of activities from art exhibitions and conferences to brand showcases and private events.

With this collaboration, IF.BE and Soulinaire aim to create a more seamless mix of culture and hospitality, offering visitors well-curated experiences that bring together food, art, and social interactions in one space.