UHM bullish on India's branded residences space; eyes 100 operational hotels by 2030

For India, the company expects to reach around 1,100 rooms in its development pipeline and aims to double its portfolio by the end of the year, with most of the signed properties expected to become operational over the next 18 to 24 months. United Hospitality Management’s leadership shares more in detail with T3. 

Global hospitality management company United Hospitality Management (UHM) is placing one of its biggest bets on India; not only through an ambitious target of having over 100 operational hotels by 2030 and 50 hotel asset signings by this year end, but also by positioning branded residences as one of the country's next promising hospitality asset classes. Drawing on its experience managing mixed-use branded residence projects across Europe, the Middle East and the US, the company believes India is only at the beginning of what could become a significant development cycle.

Speaking to T3 during their India tour, Carlos Leal, Executive Chairman, United Hospitality Management (UHM) shared that the branded residences are poised to become one of India's most significant hospitality growth opportunities, drawing on a model that has already gained strong traction across Europe, the Middle East and the US over two decades. The company, which describes itself as an early mover in the segment and has been managing mixed-use branded residence developments, says the opportunity lies beyond simply attaching a hotel brand to residential projects. For India, Leal added that the market is still at a “novelty stage” for branded residences, giving UHM an opportunity to establish itself early as it further evolves. 

Pointing to the Middle East, where around 70% of new hospitality developments now include a branded residence component, he suggested that if India faces a projected shortfall of 500,000 hotel beds over the next five years, the opportunity could potentially translate into nearly 350,000 branded residence units. “India is such a huge market... we're on the ground floor,” he said, adding that while the concept is still on a learning curve in the country, he expects momentum to build rapidly once developers witness its commercial value.

Leal also believes India's evolving urban living patterns could accelerate demand for branded residences, particularly in large metropolitan markets such as Delhi. Drawing a comparison between Delhi and Gurugram, he observed that integrated residential communities offering lifestyle amenities such as gyms, swimming pools and hospitality-style services have already gained acceptance in Gurugram, while similar formats remain relatively underdeveloped in the Capital. “If this itself is still a new thing, then branded residences are virtually at zero today. They can only grow from here,” he remarked, describing the opportunity in India as massive. 

Leal also pointed to regulatory and bureaucratic bottlenecks that could hinder the pace of foreign investment. He cited delays in opening bank accounts, compliance procedures and restrictions around capital movement as challenges that India must address if it wants to attract greater international investment into hospitality and real estate. “The opportunity is enormous, but bureaucracy needs to become far more agile,” he added. 

For UHM, however, the long-term outlook remains firmly positive. 

Why India? 

India has emerged as one of UHM's fastest-growing strategic markets following its acquisition of Rosa Stays (founded by Deepika Arora), with the company establishing a dedicated local office. The company also expects India to account for as much as 50% of its global portfolio over the next five years. 

Adding in more to the conversation, Klaus Assmann, Chief Executive Officer, UHM Middle East, India & Southeast Asia said that there are plans to build a portfolio of over 100 operational hotels by 2030 in the market. 

Assmann said the company’s decision to enter India was driven by compelling market fundamentals. “It was a strategic move,” he noted, pointing to India's population of 1.5 billion, a rapidly expanding middle class of nearly 200-250 million people and what he described as a significant shortage of organised hotel supply, with only around 190,000 officially registered hotel keys currently available. “There is clearly much more demand than what the market can presently offer,” he said.

Alongside hotels, UHM also intends to introduce several of its proprietary brands into India, including YOTEL, Serenity, as well as a portfolio of more than 20 food and beverage concepts ranging from Indian cuisine and seafood restaurants to rooftop bars. Assmann believes wellness, lifestyle experiences and integrated hospitality offerings will increasingly influence both guest expectations and development strategies in India.

Growing demand in Tier II; 1100 rooms in development pipeline

Highlighting UHM's India growth strategy, Deepika Arora, Managing Director, UHM India & Founder- Rosa Stays said the company's expansion will be driven largely by Tier II and emerging leisure destinations, where demand for organised hospitality is rising rapidly. “The trend is obviously moving in Tier II and Tier III cities,” she said, pointing to Gujarat as a key growth market with opportunities in Rajkot and Ahmedabad, where UHM recently signed a mixed-use development near the Narendra Modi Stadium. The company also has projects under construction in Kutch and Uttarakhand, while destinations such as Shirdi, Jagdalpur, Hansi, Etawah, Katwa and Bhiwadi, along with several towns across Uttar Pradesh, are emerging as promising markets. 

On the expansion pipeline, Arora said UHM currently operates 17 hospitality units, comprising boutique hotels and villas with around 300 rooms, and has 11 additional projects in the pipeline. The company expects to reach around 1,100 rooms in its development pipeline and aims to double its portfolio by the end of the year, with most of the signed properties expected to become operational over the next 18 to 24 months, she told T3.

Stressing that the company is prioritising sustainable expansion over rapid scale, Leal added, “We prefer to under promise and over deliver,” saying that the focus is on building a loyal owner base rather than simply increasing the number of properties. 

Middle East remains core; eyes on CIS & South America 

UHM leadership shared that while Middle East, particularly Dubai, Kuwait and Saudi Arabia continue to be a key growth engine, it is also expanding its presence in the CIS region, including Uzbekistan and Croatia, while identifying niche growth pockets across Europe. At the same time, it sees Asia, led by India and Vietnam, as offering the ideal balance between risk and opportunity. 

Following its aggressive India expansion, UHM plans to shift its focus towards Southeast Asia, which the company says remains a strategic priority under its regional mandate. While it already operates properties in Tokyo and Singapore, there are more projects under development in Melbourne, Thailand and Vietnam. 

Beyond Asia, the company has identified South America as its next major frontier, with Brazil, Mexico and Chile emerging as key markets under evaluation. Emphasising a phased approach to international expansion, the leadership said the larger strategy is to “focus, stabilise, hand over to the right people, and then move to the next region,” rather than pursuing multiple geographies simultaneously.