Royal Orchid Expands Beyond Metros with Branded Residences
Royal Orchid Hotels launched Iconiqa Living with 130 branded-residence units in North Goa, expanding its portfolio into secondary markets and pilgrimage towns.
Stock photo for illustration only, not from the actual event
- Royal Orchid launched Iconiqa Living with 130 units in North Goa
- Expanding focus to non-metro India, pilgrimage sites, and wedding hubs
- Targeting roughly 230 hotels across India by Vision 2030
- Scaling mid-market Regenta and upcoming Hampton by Hilton portfolio
Indian hospitality company Royal Orchid Hotels, operating over 126 hotels, has officially launched its branded-residence platform Iconiqa Living, starting with 130 units in North Goa. This launch extends the group's one-year-old upscale lifestyle brand Iconiqa from traditional hotel rooms into residential spaces.
President Arjun Baljee described the concept as "the front end of a home and the back end of a hotel," betting that Indian travelers are willing to pay for hotel-style services within their permanent living spaces. He emphasized that service and personalization ultimately take precedence over design in branded residences.
Stock photo for illustration only, not from the actual event
The launch reflects a broader reshaping of Royal Orchid's portfolio as consumer demand spreads beyond major metropolitan areas into pilgrimage towns, wedding destinations, leisure markets, and smaller commercial centers. Within a single year, the Iconiqa brand has grown into four distinct formats: Iconiqa Hotels and Resorts, Iconiqa Collection for independent hotels, the smaller Maison Iconiqa, and the newly introduced Iconiqa Living.
Baljee noted that demand is surging outside the metros in pilgrimage hubs such as Tirupati, Vrindavan, and Ayodhya, alongside wedding destinations and smaller commercial centers like Bhadohi. He pointed out that less than 10-12% of rooms in these non-metro regions belong to the organized sector.
Royal Orchid's strategic shift toward secondary and tier-2 cities highlights the rise of affluent middle-class travelers in India who seek international-standard hospitality in unexpected locations. By deploying a multi-brand strategy ranging from Regenta to global partnerships like Hilton, the company diversifies its market reach and captures localized domestic tourism demand effectively.
Alongside its lifestyle push, Royal Orchid continues to scale its mid-market Regenta brand and is rolling out approximately 125 Hampton by Hilton hotels across western and southern India. The company's Vision 2030 target aims for roughly 230 hotels—about double its current portfolio—while signing around 50 properties annually through management contracts. Furthermore, its Regenta Rewards loyalty program, launched in 2024, has reached approximately 750,000 members, adding 25,000 to 30,000 members monthly to guide future property location decisions.
"the front end of a home and the back end of a hotel"
Arjun Baljee
Source: Skift
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