Indian Hotels Company Limited (parent of Taj Hotels) is
entering the alternative accommodations market with the launch of Ama Trails
& Stays.
The brand will showcase bungalows, guesthouses and
homestays across India, with bookings set to open on March 1. Ama Trails &
Stays will offer two categories of accommodations: Ama Plantation Trails and
Ama Homestays.
Indian Hotels managing director and CEO Puneet Chhatwal said
Ama Trails & Stays was developed in "in response to evolving guest
needs for local, immersive and authentic experiences."
Indian Hotels is launching the brand via a management
contract with Tata Coffee, with the Indian coffee producer's nine
plantation-style bungalows to serve as Ama Trails & Stays' inaugural
Plantation Trails accommodations. Eight of Tata's bungalows are located in and
around a coffee estate in Coorg, while the other is located a few hours away in
Chikmagalur. Guests staying at the Tata units can take coffee plantation tours,
go bird watching or play golf, among other activities.
Ama Trails & Stays plans to launch its first two Ama
Homestays accommodations in the beach town of Candolim next year.
Indian Hotels expects to expand the brand to 100 units
before the end of 2020.