L to R: Carlos Leal, Executive Chairman and Board Member, UHM; Deepika Arora, MD, UHM India; Klaus Assmann, COO, UHM Middle East, India and Southeast AsiaUnited Hospitality Management (UHM) has entered the Indian market through the acquisition of boutique hospitality brand Rosastays, marking a strategic step in its global expansion and a clear bet on India’s fast-evolving travel landscape. The move gives UHM an immediate operational footprint of 17 properties across leisure destinations such as Goa, Kasauli, Nainital, Pushkar and Shimla. Select properties will transition under the UHM platform between Q4 2025 and Q1 2026. The India business will be led by Deepika Arora, Managing Director, United Hospitality Management India.
Why India, and why now
India’s hospitality sector is entering a new phase, driven by strong domestic travel demand and a growing appetite for experience-led stays. Rising disposable incomes and a more discerning traveller base are reshaping expectations around quality, design and service. According to Klaus Assmann, COO for the Middle East, India and Southeast Asia, the opportunity lies in addressing a clear gap in owner-focused hospitality management. UHM is positioning itself as a partner that brings global operational standards while remaining deeply attuned to local market realities, particularly across boutique, midscale and luxury segments.
Rosastays as the entry point
The acquisition of Rosastays provides UHM with a ready-made platform in India, offering both scale and an established community of owners and guests. With 17 operational properties across key leisure destinations, the brand gives UHM an immediate foothold in experiential travel markets.
The move also aligns with UHM’s broader ambition to build a 100-hotel global portfolio by 2030. In India, this growth is supported by a confirmed pipeline of over 700 keys, including projects in collaboration with IHG Hotels and Resorts under the Garner brand, as well as partnerships with Dusit Hotels and Resorts.
Blending global systems with local soul
UHM plans to apply its “glocal” approach in India, combining international operating expertise with a strong respect for local character. With more than three decades of experience managing luxury and mixed-use assets, the company brings structured systems, training frameworks and quality controls designed to strengthen performance across the Rosastays portfolio.
At the same time, individual property identity will be preserved. UHM also sees significant opportunity in its mixed-use expertise, integrating hotels, resorts, branded residences and lifestyle amenities to enhance guest experiences and long-term asset value. Food and beverage will play a more prominent role as well. UHM operates more than 60 dining venues globally, including 20 proprietary concepts, and plans to introduce experience-driven F and B offerings in India. Its established wellbeing platforms, including Serenity – The Art of Wellbeing, Pure by Serenity, Active by Serenity gyms and the Zest healthy dining concept, will also be gradually introduced to meet growing demand for holistic travel experiences.
A measured growth path
For Deepika Arora, the focus over the next two to three years is on thoughtful growth rather than rapid expansion. The transition of Rosastays properties into the UHM ecosystem will be phased, allowing time to strengthen operations, improve commercial performance and introduce technology-led efficiencies. Alongside the existing boutique portfolio, UHM’s pipeline positions the group across three high-growth segments: experiential boutique stays, upper-midscale hotels, and high-end leisure and wellness destinations. This balanced approach allows flexibility while aligning with evolving traveller preferences.
What travellers want next
Looking ahead, UHM expects 2026 to be shaped by more intentional, experience-driven travel. Travellers are increasingly drawn to places that offer a sense of place, meaningful design and cultural connection, particularly in destinations such as Goa, the Himalayas, Kumaon and Rajasthan.
Wellness-led travel continues to evolve beyond traditional spas, embracing nature, movement, local food and restorative experiences. At the same time, design expectations are rising across all segments, including midscale, where guests now seek character and authenticity rather than standardised formats.
Technology will support this shift quietly, enabling smoother journeys, personalisation and operational efficiency. Ultimately, travellers are seeking authenticity without compromise, meaningful experiences delivered with consistency and reliability, an intersection where UHM sees its India strategy firmly positioned.
