India's Marriott is Taj, Royal Orchid's forte is India ethos

Royal Orchid follows an asset-right model, using leases, contracts and franchises to tap domestic travel growth

- Varuni Khosla & Gaurav Laghate

Royal Orchid Hotels is doubling down on what president Arjun Baljee calls an "asset-right" model of expansion, flexible leases, management contracts and franchising, while sharpening its brand promise to ride India's domestic travel boom.

The firm operates 7,167 keys across 118 hotels and another 2,500-plus rooms are under development. It plans to add about 230 hotels over the next five years, taking the portfolio to 22,000 keys by FY30.

Baljee is clear about how he wants the group to be seen. "We won't be India's Marriott. India's Marriott is Taj. We're building a distinct Indian portfolio, with Indian roots and values, present wherever the Indian travels, at home and across the diaspora," he added.