Sarovar Hotels is charting a strong growth path by expanding its footprint across leisure destinations, pilgrimage hubs, and Tier-II and III markets, while continuing to strengthen its core business hotel portfolio, according to Ajay K. Bakaya, Managing Director, Sarovar Hotels.
Speaking about the group’s focus areas, Bakaya highlighted the shift in demand patterns among Indian travellers, especially the younger demographic, who are now increasingly exploring new leisure destinations. “India is seeing strong growth in the leisure segment. The younger Indian traveller is more curious and adventurous. We’re looking to balance our portfolio accordingly,” he said.
Sarovar has long had a presence in leisure destinations such as Goa, Jaipur, Agra, and Kerala, and plans to scale further in key locations where infrastructure supports easy access.
“Leisure makes sense where connectivity is strong—places like Rajasthan, Kerala, and Kashmir. Kashmir, for instance, sees high footfalls because it’s a quick flight away, unlike destinations like Shimla and Manali, which require long road journeys,” he explained.
Bakaya also emphasised the need for better air connectivity in locations such as Shimla, adding that Sarovar is actively lobbying for airport development in such regions.
On the pilgrimage tourism front, Sarovar has built a solid foundation, with a presence in Amritsar, Ajmer, Vaishno Devi, Tirupati, Vrindavan, and others.
“We were early entrants in the pilgrimage space and now have 15 hotels catering to that segment. Pilgrims, regardless of their financial status, typically seek comfort in the mid-scale segment—and that’s where we are well positioned,” Bakaya stated. He noted strong coverage across major religious circuits—Buddhist, Christian, Sikh, Hindu, and Muslim—and cited Varanasi as a key destination where Sarovar is yet to establish a presence.
Despite the focus on new segments, the company remains committed to its business hotel roots. “City hotels are our bread and butter. We will stay invested there,” he reaffirmed.
Looking ahead, Sarovar aims to operate 150 hotels by the end of 2025, up from its current base of around 137. “Last year, we opened 27 new hotels. This year, our budget is 16, and we’ve already opened five. We’re on track to hit the 150 mark,” he said. The company follows a calendar year for its financial reporting.
A major growth driver for Sarovar is the Portico brand, which Bakaya described as the group’s most recognisable and widely distributed brand. “Out of our 137 hotels, 75 are Sarovar Portico. It sits in the sweet spot between three and four stars, offering the flexibility that both leisure and business travellers appreciate,” he said. The brand’s adaptability—whether in terms of room size, banqueting capacity, or dining options—has made it a favourite among hotel owners and guests alike.
Sarovar also continues to lead expansion into Tier-II and III cities, a segment it pioneered years ago. “We were among the first to enter markets like Amritsar, Pune, Coimbatore, and Siliguri, when they were still emerging. Today, we’re present in small and large cities across the country, and that expansion will only continue,” Bakaya concluded.
