Neena Gupta, CEO, Miiro Hotels
InterGlobe Enterprises is doubling down on its shift from global asset acquisition to brand authorship, positioning its new Miiro boutique label as a direct response to the "commoditisation" of European premium stays.
As travellers increasingly reject standardised luxury in favour of neighbourhood-integrated experiences, Miiro CEO Neena Gupta reveals the group's 2026 roadmap: a portfolio of "brilliantly considered" properties in cultural hubs like Vienna and London. By moving away from a one-size-fits-all model and empowering staff as "neighbourhood curators," InterGlobe is betting that localised authenticity, backed by institutional operational excellence, is the key to capturing the post-generic hospitality market.
Travel Daily Media interviews Neena Gupta, CEO, Miiro Hotels and Executive Director- Group Strategy and International Hospitality, InterGlobe Enterprises.
Travel Daily Media (TDM): InterGlobe Enterprises spreading its wings in Hospitality ventures in Europe with its feature-led boutique hotels, Miiro. Can you share with us the inspiration behind the brand?
Neena Gupta (NG): Miiro represents a significant milestone in InterGlobe’s strategic diversification into the European hospitality market. After years of acquiring hospitality assets globally, we saw an opportunity to introduce an independent lifestyle brand that blends strategic business insight with curated cultural experiences.
Our inspiration grew from recognising that while Europe is one of the world’s most diverse tourism hubs, many premium stays have become increasingly standardised. We identified a clear opportunity to create boutique hotels that offer unique, locally immersive experiences rather than generic stays. Today’s evolving travellers seek the character of a neighbourhood-led boutique, yet they still expect the consistent quality and comfort of a high-end brand. This led to our core ethos of 'Brilliantly Considered' stays, designed to help guests connect meaningfully with local culture.
Miiro is specifically curated for those seeking 'unfiltered' experiences, which is reflected in our name—derived from the Latin word miro, meaning 'I wonder.' This idea of pausing, looking around, and savouring every moment forms the emotional foundation of the brand. Each Miiro hotel is designed as a gateway to the local culture, ensuring every property is an authentic reflection of its surroundings. Our goal was to fill a gap in the landscape with a brand that feels personal, intentional, and deeply connected to the soul of the city.
TDM: What is the Story behind Borneta in Barcelona or Templeton Garden in London? How many hotels are included in the brand? Which and where are the Miiro brands slated to open in 2026? What future growth plans?
NG: Each Miiro hotel is uniquely designed, drawing direct inspiration from the character of its neighbourhood. We move away from the "one size fits all" approach, engaging with local architects, designers, and artisans to help travellers reimagine each city.
Since mid-2024, Miiro has moved at a dynamic pace, launching a curated collection of six distinct properties in rapid succession. This portfolio includes Le Grand Hôtel Cayré in Paris, Borneta in Barcelona, The Mansard in Gstaad, Templeton Garden in London, and Palais Rudolf in Vienna. Our second Vienna property, Miiro Spittelberg is opening in April 2026. Each launch involved comprehensive structural refurbishments, the assembly of new teams, and the development of fresh F&B concepts. This rigorous approach ensured that every property was fully repositioned to meet the Miiro standard of character and quality.
Our hotel Borneta in Barcelona is in the vibrant neighbourhood of El Born. We transformed a 19th-century building into a space that feels authentically tied to the city's identity, reflecting its warmth and craft traditions through Mediterranean colours and textures. Here, guests feel connected to the buzz of the city while enjoying a quieter, neighbourhood rhythm. Similarly, Templeton Garden in London is an urban oasis nestled in the historic and leafy enclave of Earl’s Court. Its design emphasises natural light and calming, layered tones, creating a sense of quiet grandeur that reflects the area's serene residential character. A specially commissioned, hand-painted mural further enhances its peaceful atmosphere, making it a true reflection of its tranquil yet vibrant setting. A similar design philosophy extends across our entire portfolio, from Paris to Gstaad.
Our immediate focus for 2026 is the debut of our second Vienna property, Miiro Spittelberg, in April. Beyond this launch, we will dedicate time to perfecting our brand standards, analysing guest feedback, and ensuring a consistent 'Miiro' experience across all markets, while maintaining each hotel's unique local character. Looking further ahead, our journey will be one of strategic and thoughtful expansion. We are currently evaluating high-potential opportunities in culturally rich European cities, as our goal remains to find markets that align with our vision of offering authentic, neighbourhood-led hospitality.
TDM: What has been the average occupancy of the Miiro brand in 2025? What have been the ARRs and RevPAR across the brand?
NG: While we don't disclose specific performance figures, we are extremely pleased with Miiro’s performance and the trajectory we’ve established. The feedback from our guests has been incredibly encouraging, with many highlighting the authentic design and the warm, personalised service they experience across our properties.
Our occupancy levels have consistently met—and in several markets, exceeded—our internal projections for a newly launched brand. Perhaps most rewarding is the significant level of return customers we are already seeing; this early loyalty is a testament to the fact that our 'Brilliantly Considered' philosophy is deeply resonating with our target audience. The performance and positive momentum give us great confidence in our strategic direction and the unique value proposition Miiro offers.
TDM: What remains the main focus of your branding, marketing and sales strategy for the Miiro brand in 2026?
NG: Our strategy for 2026 remains sharply focused on amplifying our core philosophy of "Brilliantly Considered Stays." The primary objective is to strengthen Miiro’s identity as a neighbourhood-led boutique brand, ensuring that our distinct personality shines through. Every hotel, whether in Barcelona, Paris, London, Vienna, or Gstaad, has a colourful personality shaped by its surrounding community. Preserving and amplifying this individuality is our greatest differentiator and remains the central pillar of our brand narrative.
Our marketing will continue to showcase Miiro’s design-led philosophy, positioning our properties not just as hotels, but as gateways to authentic, "unfiltered," and meaningful experiences within Europe’s most culturally rich cities. We will highlight distinctive design narrative and bespoke guest experiences of each property, showcasing how they act as seamless extensions of their surroundings to attract discerning global travellers and culture enthusiasts who seek a deeper connection with a destination.
Ultimately, our focus as a new brand will be on driving awareness, customer retention and building loyalty, as well as cultivating partnerships across the travel, design, and cultural sectors to further embed Miiro into the global lifestyle conversation and amplify our reach in a meaningful way.
TDM: The concept of the brand caters to which segment/ categories of tourists? What is the segmentation that you have witnessed in the hotels so far (Leisure, business, NRI or domestic/ demographics as well…does it cater to gen X or a mix)? What are you doing to further promote the brand with them?
NG: All Miiro hotels are designed for travellers who want to explore neighbourhoods, delve into local histories, engage with communities, and unwind in thoughtfully curated spaces. It caters primarily to discerning global explorers and culture enthusiasts who are looking for authentic, immersive, and neighbourhood-led experiences.
While a significant portion is leisure travellers eager to explore the unique character of each city, we also have a high number of business guests — ones who appreciate our central locations, a space to relax and recharge, as well as the opportunity for local immersion. Due to the neighbourhoods we are in, you will see a variety of demographics in terms of age. For example Paris, the neighbourhood of St Germain naturally reflects an older demographic whereas Borneta, located in the vibrant El Born neighbourhood lends itself to a younger crowd. Due to the narrative of Miiro reflecting the neighbourhoods we’re in, we see this very much in keeping with what we set out to do.
To ensure our brand delivers what we promise, we empower our staff to act as "neighbourhood curators," providing guests with bespoke recommendations and access to unique local experiences through our 'Neighbourhood Guides'. We leverage digital platforms to share the unique stories and cultural essence of each property, emphasising the "unfiltered" experiences Miiro offers. To further promote the brand, we will highlight our portfolio of hotels in other key locations during guests‘ stay. By promoting them through various touchpoints, we will encourage guests to explore some of our other properties. In addition, we will be establishing various partnerships with brands that align with ours to further expand our reach and visibility.
TDM: What trends do you think will shape boutique hospitality in 2026?
NG: The landscape of travel is evolving rapidly. As we look forward, the boutique and lifestyle segment is no longer just about aesthetics; it is driven by a profound desire for authentic, experience-rich stays. Travelers are moving beyond the role of a passive tourist; they want to be active participants in the local culture, neighbourhoods, and communities they visit.
This shift is fuelling the rise of lifestyle hotels that celebrate local design, heritage, and culinary traditions while still delivering high-end service. The brands that will stand out are those capable of balancing uniqueness with operational excellence.
We are also seeing hotels transform into vibrant social hubs. These will be spaces where locals and travellers meet through shared passions for food, culture and design. Every Miiro property is envisioned as a living, breathing extension of its city, a place that feels like a natural part of the neighbourhood fabric, not just a place to stay.
Personalisation will continue to be a powerful differentiator in lifestyle hospitality as guests increasingly expect us to recognise their preferences and anticipate their needs through tailored experiences.
