Indian Hotels Company (IHCL), India’s leading hospitality firm, has unveiled a strategic alliance with Tree of Life Resorts & Hotels, a recent acquisition by the Ambuja Neotia Group. This collaboration aims to leverage IHCL’s extensive marketing and distribution network to promote Tree of Life‘s portfolio of 14 resorts across India.
Under the agreement, IHCL will provide marketing and distribution support to Tree of Life Resorts & Hotels, enhancing their visibility and accessibility to domestic and inbound travellers. Tree of Life, known for its boutique properties in offbeat destinations, offers travelers unique experiences amidst nature and local culture.
Puneet Chhatwal, Managing Director & Chief Executive Officer, IHCL, expressed his excitement about the partnership, stating, “With the growing trend of experiential travel, Tree of Life Resorts & Hotels provides our discerning guests with unique travel experiences in offbeat destinations. This alliance aligns with our vision to expand our brandscape and cater to the evolving travel needs of our guests.”
Tree of Life Resorts & Hotels, established in 2009, operates boutique properties in destinations such as Mussoorie, Dared, Naggar, Udaipurwati, and Kumaon, among others. Positioned away from city centers, these resorts offer luxury and exclusivity, allowing guests to immerse themselves in nature and local traditions.
Harshavardhan Neotia, Chairman of the Ambuja Neotia Group, emphasised the strategic importance of the partnership, stating, “We are delighted to enhance our partnership with IHCL and leverage their vast marketing and distribution network to attract travellers to our destinations. Tree of Life Resorts & Hotels caters to the niche trend of experiential stays, which is rapidly gaining popularity in the travel industry.”
Pilgrimage tourism in India earned per cent1.3 lakh crore in 2022, as compared to per cent0.65 lakh crore in 2021, according to the Ministry of Tourism. Post-renovation, the Kashi Vishwanath Dham in Varanasi experienced an unprecedented rise in footfall, attracting 70 million visitors last year, a dramatic increase from the roughly 8 million who visited in the preceding year, demonstrating the growth of spiritual tourism year on year. It is to be noted that 5 per cent of international travel is attributed to pilgrimage reasons.
He further revealed the ambitious target of achieving 100 properties under the Tree of Life brand by 2030, reflecting the company’s commitment to expanding its presence in India’s evolving tourism landscape.Effective from March 1, 2024, Tree of Life Resorts & Hotels will be available for room bookings through IHCL’s distribution network, offering guests seamless access to these unique properties.
In parallel with this strategic alliance, IHCL has achieved a significant milestone by surpassing a portfolio of 300 hotels, with 90 hotels currently under development.
