India leads Asia Pacific hospitality despite tax hurdles
High taxes in the country hinder building global hospitality brands
India is leading in Asia Pacific hospitality, driving domestic growth and outbound travel despite a 19 percent drop in regional investment in the first quarter, according to Colliers India. Pictured is the Taj Lake Palace in Udaipur, Rajasthan.
Vishnu Rageev R is a journalist with more than 15 years of experience in business journalism. Before joining Asian Media Group in 2022, he worked with BW Businessworld, IMAGES Group, exchange4media Group, DC Books, and Dhanam Publications in India. His coverage includes industry analysis, market trends and corporate developments, focusing on retail, real estate and hospitality. As a senior journalist with Asian Hospitality, he covers the U.S. hospitality industry. He is from Kerala, a state in South India.
INDIA IS EMERGING as a central force in the Asia Pacific hospitality sector, driving domestic growth and outbound travel to key regional destinations, according to Colliers India. While Asia Pacific hospitality investment fell 19 percent in the first quarter of 2025, India’s role is reshaping the landscape and supporting valuations.
“India is driving a structural shift in Asia Pacific’s hospitality landscape, with resilient domestic growth while emerging as a powerful outbound force,” said Nikhil Shah, Colliers India’s managing director for hospitality and alternatives. “With strong demand across luxury, lifestyle, and MICE segments, and rising investor confidence in experience-led assets, India is now central to sustaining premium pricing and reshaping travel dynamics in the region. Despite limited liquidity in the investment market, robust valuations persist—not driven by rate-based transactions, but by long-term conviction in the sector’s future.”
Separately, Puneet Chhatwal, managing director and CEO of Indian Hotels Co. Ltd, said India has potential to attract foreign tourists, but high tax rates remain a major barrier to building global hospitality brands, according to PTI. He called for an “additional push,” citing the infrastructure status granted to 50 tourist destinations in this year’s Budget and reiterating the long-standing demand for industry status.
“If you are the highest taxed sector in every possible way—GST, excise, paying all charges during COVID when your business was shut—with the least budget for promotion or marketing the destination and just relying on what we have, then how are you going to create those kinds of global brands on your own?” he asked.
Outbound travel market
A key development is the growing Indian outbound travel market, fueling hospitality in destinations like Thailand, Vietnam and South Korea, Colliers said. Rising incomes and demand for experience-based travel provide steady, year-round demand, supporting room rates and changing regional hospitality dynamics.
Govinda Singh, Colliers’ executive director for APAC capital markets, hotels, hospitality and advisory, noted the traditionally slow first quarter and cautious “wait-and-watch” approach amid geopolitical uncertainty.
“However, as market conditions stabilize and the imperative to deploy capital intensifies, a pickup in activity is anticipated as the year progresses,” he said. “With pricing holding firm, investors are shifting away from cap rate compression and toward value-add strategies focused on cash flow and income growth to drive returns.”
Strong domestic market
Domestically, the Indian hospitality sector outlook remains strong, with tier II cities set to drive future growth, the report found. Spiritual tourism is a key driver of inbound travel, with towns like Ayodhya, Dwarka, Puri, Shirdi, Tirupati and Varanasi opening new investment opportunities supported by government policies and infrastructure development.
Despite limited liquidity, India’s valuations remain strong, driven by long-term conviction rather than cap rate-based transactions, Colliers said.
Across Asia Pacific, hotel performance held steady in the first quarter of 2025, supporting deal activity. RevPAR rose 2.1 percent year-on-year, up from 0.4 percent growth in 2023–24, driven by ADR growth and higher occupancy. New Delhi and Mumbai led ADR growth in the region, alongside Phuket, Tokyo and Osaka, reflecting strong domestic demand, rising international travel and effective market positioning.
Chhatwal said India is a market of aspiration, not just scale.
“The next 500 million middle-income travelers will emerge with disposable income and global travel ambitions, positioning India differently domestically and globally,” he said at the Confederation of Indian Industry’s Annual Business Summit in New Delhi.
Referencing Finance Minister Nirmala Sitharaman’s budget speech, he said, “We at least got infra status for 50 destinations we’ve been fighting for, including industry status, which is a state subject. All associations worked well to get here, but now we need an additional push.”
In her February 1 Budget speech, Sitharaman said the top 50 tourist destinations will be developed with states through a challenge mode. States must provide land for key infrastructure.
A recent JLL India report projects $1 billion in hospitality investments by 2028, up from 340 million dollars in hotel transactions last year. Similarly, a Rubix Data Sciences report forecasts steady industry growth despite regional tensions, with revenue surpassing 12.8 billion dollars by 2027.
Airbnb contributed $1.45 billion to India’s GDP in 2024, according to Oxford Economics.
Top international sources were the U.S., UK, Canada and Australia.
Non-urban destinations accounted for 16 percent of gross booking value.
AIRBNB CONTRIBUTED $1.45 BILLION to India’s GDP in 2024, supported more than 111,000 jobs and generated $308 million in wages, according to Oxford Economics. North American guests made up nearly half of international Airbnb arrivals and 4 percent of all Airbnb guests in the country.
Oxford Economics’ report, “The Economic Impact of Airbnb in India,” found domestic travelers drove growth, making up 91 percent of Airbnb guests in 2024, up from 79 percent in 2019.
Top international sources were the U.S., UK, Canada and Australia.
Airbnb accounted for 0.5 percent of India’s travel and tourism GDP and 0.2 percent of tourism employment, about one in every 417 jobs, with guest spending of $1.45 billion, the report found. Non-urban destinations made up 16 percent of gross booking value, tripling since 2019, reflecting rising interest in rural and lesser-known locations.
Employment benefits included 38,000 jobs in transport and storage, 19,600 in food and beverage, 16,800 in wholesale and retail and 10,700 in manufacturing, it said.
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IHCL and Cemtac are developing a 64-key Gateway hotel in Pahalgam.
An April terror attack in Pahalgam killed 26 people, mostly tourists.
This will be IHCL’s seventh hotel in the state, including the one under development.
TATA’S INDIAN HOTELS Co. Ltd. and Cemtac Cements are developing a 64-key Gateway hotel in Pahalgam, Jammu and Kashmir. This is IHCL’s seventh hotel in statement, including the one under development.
The hotel will include a heated pool, health club and 2,000 square feet of banqueting facilities, the companies said in a statement.
“Pahalgam’s landscapes and cultural heritage make it a compelling destination across leisure, spiritual, adventure and eco-tourism segments,” said Suma Venkatesh, IHCL’s executive vice president for real estate and development. “This signing aligns with our strategy to invest in destinations with scenic appeal and a strong tourism ecosystem.”
A major terror attack in Pahalgam on April 22 killed 26 people, mostly tourists.
“We are thrilled to collaborate with IHCL to bring the Gateway brand to Pahalgam,” said Riaz Ahmad Panjra, Cemtac Cements’ managing director. “This partnership reflects our shared vision to enhance hospitality in the region while showcasing its natural and cultural richness.”
Cemtac Cements, founded in 2008, is a brand in Jammu and Kashmir. Beyond cement, Panjra owns multiple hotels in Srinagar and Pahalgam and has investments in agriculture, diversifying his business portfolio.
Trump’s 50 percent tariff on Indian goods took effect on Aug. 27.
Hospitality businesses in both countries could be hit.
U.S. treasury secretary calls the India-U.S. relationship “very complicated” but expects resolution.
PRESIDENT DONALD TRUMP’S 50 percent tariff on Indian goods took effect Wednesday, while Prime Minister Narendra Modi urged citizens to follow the “Vocal for Local” policy and Swadeshi mantra in his Aug. 15 Independence Day address. Beyond exports such as textiles, the U.S. measure is likely to affect travel, tourism and hospitality in both countries.
The Global Trade Research Initiative told the Financial Times that Indian exports to the U.S. could fall from $86.5 billion this year to about $50 billion in 2026. Textiles, gems, jewelry, shrimp and carpets are expected to be most affected, with exports in these sectors projected to drop 70 percent, “endangering hundreds of thousands of jobs.”
Meanwhile, India also began outreach programs in 40 markets, including the UK, Japan and South Korea, to increase textile exports, Economic Times reported. Officials said 40 select markets, including the UK, Japan, South Korea, Germany, France and Australia, “hold the real key to diversification.” These countries import more than $590 billion in textiles and apparel annually, while India’s current share is around 5 to 6 percent.
‘Trade embargo’
The duties, 16 percentage points higher than China, 31 points higher than most Southeast Asian countries and 35 points above South Korea, have raised U.S. tariffs on Indian goods to levels Nomura described as a “trade embargo,” the Guardian reported.
However, the U.S. hotel associations, including the AAHOA and the American Hotel & Lodging Association, have not commented, though the tariffs raise costs for imported furniture, textiles and kitchen supplies. Higher costs may also increase guest prices, delay renovations and reduce profitability.
The tariff increase may also affect U.S. companies operating in India, including Hilton Hotels & Resorts, Marriott International, Wyndham Hotels & Resorts and Choice Hotels International, all of which have announced expansion plans. Tesla recently opened an outlet in Mumbai.
‘Vocal for Local’
Prime Minister Narendra Modi urged traders and shopkeepers to follow the “Vocal for Local” mantra and buy Indian products, saying this will keep money within India, The Hindu reported.
“Have faith in Indian goods. If you are Indian, buy only goods made in India. Choose items made in India, by Indians,” he said at an event in Delhi. “I want to appeal to my fellow traders and shopkeepers: support me in following the mantra of ‘Vocal for Local’. This will benefit the country and the money spent on the goods you sell will stay within India.”
Modi also highlighted India’s progress in manufacturing, saying 11 years ago the country imported most phones.
“Today, the majority of Indians use Made in India phones,” he said. “Each year we produce 30–35 crore mobile phones and we are also exporting them.”
On Independence Day, Modi emphasised self-reliance under Atmanirbhar Bharat across defence and energy, with initiatives in solar, hydrogen and nuclear power. He announced a Reform Task Force to boost economic growth, reduce red tape, modernise governance and prepare India for a $10 trillion economy by 2047.
Howdy Modi backfires
Congress MP Manickam Tagore criticised Modi over the “Howdy Modi” event, saying India has suffered export losses after the U.S. imposed the double tariff.
“Modiji, remember your slogan ‘Abki Baar, Trump Sarkar’?” he wrote on X. “Today, that ‘friendship’ has cost India Rs 2.17 lakh crore in export losses as the U.S. imposes a 50 percent tariff. Your PR politics = India’s economic disaster.”
Tagore said farmers, MSMEs and exporters are bearing the brunt.
“Farmers, MSMEs and exporters are affected: textile exports from Tiruppur, Surat, and Noida face 5 lakh job losses; the gems and jewellery sector is losing 2 lakh jobs; 3 million livelihoods of Andhra Pradesh shrimp farmers are at risk,” he said. “All due to Modi’s failed diplomacy and slogans abroad.”
‘U.S.-India will unite’
U.S. Treasury Secretary Scott Bessent described the India-U.S. relationship as “very complicated” but expressed hope that “at the end of the day, we will come together.”
“President Trump and Prime Minister Modi have good relationships at that level,” he said in an interview with Fox Business. “And it’s not just over Russian oil. India is the world’s largest democracy, and the U.S. is the world’s largest economy. I think at the end of the day, we will come together.”
The former Marriott executive received the Bharat Gaurav award.
The appointment follows the Accor-InterGlobe joint venture formed earlier this year.
Ranju Alex is Accor Ltd.’s new CEO for South Asia, which includes India, Bangladesh, Pakistan and Sri Lanka. She will lead the company’s business and growth strategy in the subcontinent.
Alex, who joined Marriott International in 2010, served as regional vice president for South Asia, overseeing 170 hotels. The appointment follows the formation of the Accor-InterGlobe joint venture earlier this year, led by Chairman Gaurav Bhushan, to open 300 Accor hotels in India by 2030.
“We are pleased to welcome Ranju to the Accor and InterGlobe family,” said Bhushan. “She brings deep experience, skills, and relationships to our business, and we look forward to building a leading hospitality platform in the region under her leadership.”
Alex began her career with The Oberoi Group in 1993 and held leadership roles at Marriott for more than three decades. She received the Bharat Gaurav award for her contributions to the industry.
“I am delighted to be joining Accor, a company with a comprehensive portfolio of brands in the region,” she said. “It is an honor to take on this role and deliver the Group’s vision in South Asia.”
Accor operates more than 70 hotels in the region and has more than 30 in the pipeline.
Meanwhile, the Accor/Interglobe JV is the exclusive growth platform for the brand’s portfolio in India, focusing on expansion and services for Indian travelers. InterGlobe, parent of IndiGo, is led by Group Managing Director Rahul Bhatia.
OYO reportedly plans to file its DRHP in November for a $7-8 billion IPO.
The company recently delayed its third IPO attempt due to market volatility.
It added more than 150 hotels to its U.S. portfolio in the first half of 2025.
OYO IS REPORTEDLY planning to file its Draft Red Herring Prospectus in November for an IPO targeting a $7 to 8 billion valuation. The company will present the proposal to its board next week.
Discussions with banking partners have increased in recent weeks, with valuation guidance at $7 to 8 billion (about ₹70 per share), or 25 to 30 times EBITDA, Press Trust of India reported citing sources.
"While we cannot comment on any timelines related to OYO's DRHP or IPO plans, as these will be guided by OYO's board of directors and remain at their discretion, OYO continues to evaluate a range of strategic options to drive value for its stakeholders," a company spokesperson told PTI.
In May, OYO delayed its third IPO attempt due to opposition from its largest shareholder, SoftBank, and market volatility.
“Over the past few months, SoftBank has engaged with banks such as Axis, Citi, Goldman Sachs, ICICI, JM Financial and Jefferies in London to assess market sentiment. After assessing market feedback, they are now confident in their decision,” one person aware of the developments was quoted as saying. “The board will be approached next week as the company firms up the details and finalises key strategic elements."
SoftBank remains one of OYO's largest shareholders. Insiders indicate the filing will showcase OYO's first-quarter financial performance, the report said. The hospitality industry also saw double-digit growth this quarter.
OYO is planning a new parent brand identity to unify its portfolio. Earlier this year, OYO CEO Ritesh Agarwal asked for name suggestions for Oravel Stays Ltd on social media. The chosen name may become the group's new name. OYO is also exploring a separate app for its premium and mid-to-premium company-serviced hotels, as the segment has grown across India and global markets.
Agarwal also chairs G6 Hospitality, parent of Motel 6 and Studio 6. Agarwal and G6 CEO Sonal Sinha previously spoke with Asian Hospitality on leadership and performance.