Ankit Kansal, Managing Director of Axon Developers, highlights the rapid expansion of India’s alternate hospitality sector, which has evolved from a niche trend into a mainstream choice. Once popular among select urban audiences, the demand for rental villas, serviced apartments, and private guest houses is now growing across the country. From heritage towns to scenic hillsides and coastal retreats, vacation villas and holiday homes are redefining travel preferences nationwide.

Weekend escapes are increasingly popular in locations like Karjat, Alibaug, Nandi Hills, Panvel, Alwar, and Ratnagiri, all within a few hours' drive from major cities. These serene destinations offer perfect getaways from the city bustle and are prime spots for vacation rental developments.

While the pandemic accelerated this shift, the rise of alternate hospitality reflects a broader change in travel trends. Today’s travelers, whether millennials or mature audiences, are opting for immersive experiences in spacious villas over conventional hotel stays. Rental villas offer not only privacy but also an opportunity to explore local culture and landscapes in a more personalized setting.

The appeal extends beyond leisure. Increasingly, corporates are embracing private farmhouses and villas for business retreats, brainstorming sessions, and wellness-focused getaways. The boundaries between hospitality, tourism, and wellness are blurring, as more travelers seek spaces that offer Ayurveda therapies, spa services, farm-to-table dining, and fitness facilities as part of their stay.

The market is witnessing strong growth. From 720 branded rental villas in 2021, the number rose to 1,150 in 2023, with projections exceeding 4,000 in the next five years. Valued at around USD 330 million, this high-yield segment is attracting both established hoteliers and new entrants.

Big players like IHCL, with its Ama Stays, are already tapping into this potential, while others are exploring opportunities in this dynamic space. Real estate developers are also considering investments in the sector, drawn by the rising demand and promising returns.

Technology will play a pivotal role in driving this growth. From digital walkthroughs for renters to IoT-powered property management solutions for owners, tech-driven innovations will streamline operations and enhance customer experiences, boosting profitability across the board.

Alternate hospitality is fast becoming an integral part of India’s evolving tourism landscape, offering unique, tailored stays that go beyond traditional hospitality norms.

 In the ever-evolving hospitality industry, where reputation, guest satisfaction, and visibility dictate success, branding has become a cornerstone for businesses to thrive. Praveen Tiwari, Founder of Bizzcom Solutions, emphasizes that while branding covers multiple facets, the role of a Public Relations (PR) agency is central to creating, maintaining, and amplifying a hospitality brand. A strategic PR partner not only helps position a business as a market leader but also builds trust, strengthens guest loyalty, and navigates challenges with confidence.

In today’s competitive landscape, where countless properties compete for attention, having a distinct brand identity is essential. PR agencies help hospitality businesses define their vision, mission, and core values while crafting narratives that resonate with target audiences. For example, a boutique hotel might highlight luxury and exclusivity, whereas a hotel chain may focus on affordability and reliability. Through tailored messaging and impactful campaigns, PR agencies ensure that each brand’s unique character stands out and connects emotionally with guests.

Visibility is another pillar of success, and PR agencies excel in ensuring that hospitality brands are seen by the right audience at the right time. Their strong relationships with journalists, influencers, and bloggers covering travel and hospitality enable them to secure prominent coverage across media platforms. Whether promoting a new hotel opening, announcing a restaurant’s revamped menu, or highlighting a seasonal offer, PR agencies drive awareness and bookings through strategic media outreach. Positive press and social media coverage not only boost a brand’s credibility but also enhance its appeal to potential guests.

Beyond visibility, storytelling plays a key role in forging emotional bonds. PR agencies are experts at creating stories that humanize a brand and build lasting impressions. Whether sharing the history of a heritage hotel or the eco-friendly initiatives of a modern resort, these narratives create emotional connections with guests and inspire loyalty. A luxury resort, for instance, might tell the story of its commitment to environmental conservation, encouraging guests to become advocates for the brand.

In today’s digital age, reputation management is a critical function of PR agencies. A single negative review or online controversy can impact a brand’s image. PR professionals proactively monitor online presence, respond to guest feedback, and ensure a consistent and positive brand voice across platforms. When crises arise—be it a food safety issue or operational disruption—a PR agency’s expertise in crisis communication helps manage situations effectively, preserving trust and helping brands recover stronger.

Guest relationships also benefit significantly from well-executed PR strategies. Through personalized communication, loyalty campaigns, and engagement initiatives like contests or live Q&A sessions, PR agencies cultivate a sense of community around hospitality brands. Recognizing loyal guests, sharing success stories, and offering exclusive promotions foster trust and encourage repeat visits.

Finally, PR agencies deliver measurable results through data-driven approaches. By tracking media coverage, campaign performance, and guest sentiment, they provide actionable insights to optimize branding efforts. In a sector where trust, loyalty, and guest experience define success, partnering with a skilled PR agency is no longer optional—it’s essential.

By entrusting branding, media outreach, and reputation management to experts, hospitality businesses can focus on delivering exceptional guest experiences while building resilient, recognizable brands in a competitive marketplace.

Booking.com, as part of its ongoing mission to make travel easier for all, has released new research highlighting the travel challenges faced by Indian neurodivergent travellers and the innovative solutions they seek for a more inclusive and stress-free journey.

The study, launched during Neurodiversity Celebration Week, reveals that while 79% of neurodivergent Indian travellers feel that current support meets their basic needs, 68% still experience difficulties, calling attention to the need for better industry-wide support, clearer communication, and a more thoughtful approach to inclusivity.

The report sheds light on essential areas where travellers are seeking change:

Travel rehearsals: A significant 74% of neurodivergent Indian travellers want access to ‘travel rehearsals’ — simulated scenarios that help them prepare for their journey beforehand. This could prompt airlines to introduce advance check-in, boarding walkthroughs, and familiarisation experiences. Attractions could also benefit by disclosing sensory-intense areas like strobe-lit zones prior to visits.

Sensory-friendly spaces: More than three-quarters (77%) are asking for sensory rooms where they can regulate their environment, while 74% would like more designated quiet spaces in locations like airports and hotels. In addition, 75% would like hotels and airlines to offer ‘block out noise’ amenities such as noise-canceling headphones or white noise machines as part of their standard offerings.

More inclusive design: The research also points to a demand for more inclusive accommodation options, with 76% requesting advance floor plans and contact-free check-ins. Meanwhile, 75% are looking for airlines to enhance cabin layouts to improve physical comfort and personal space.

On an industry level, 77% of respondents emphasise the importance of specialised training for travel professionals to better understand and meet neurodivergent needs.

AI-driven navigation tools: The research highlights optimism about technology’s role in reshaping the travel landscape. Almost four in five (79%) believe AI-powered tools could help reduce travel-related anxiety by providing real-time updates, navigating delays, and pointing them toward quieter, less stimulating areas within busy airports or hotels. This demand for personalised, tech-enabled solutions could help bridge accessibility gaps on a larger scale.

Commenting on the findings, Santosh Kumar, Country Manager for India, Sri Lanka, Maldives and Indonesia at Booking.com, said, “Every traveller’s experience is unique and our findings reveal numerous opportunities to better understand the challenges neurodivergent travellers face. At Booking.com, we believe that travel should be a positive experience for everyone. While hotels and airports are working towards adapting to neurodivergent needs, by sharing these insights, we hope to inspire industry-wide collaboration, creativity and innovation, ultimately building a travel environment that's more inclusive and welcoming for all.”

Through collaborative efforts and tech-enabled solutions, the travel industry is poised to deliver a more seamless, accessible, and meaningful experience for neurodivergent travellers across India.