In a country where hospitality has long been synonymous with grand hotel brands and standardized luxury, a new player is quietly but rapidly reshaping the rules.
ELIVAAS, founded by Ritwik Khare, is betting big on a simple yet powerful idea: luxury should not just be consumed, it should be controlled by the guest. At the heart of ELIVAAS lies its name itself, a fusion of “elite” and “nivas” (home), reflecting its core proposition of delivering high-end, personalized living spaces rather than conventional hotel stays. What began as a personal frustration of Khare, who struggled to find a professional operator for his own villa in Goa has evolved into one of India’s fastest-growing villa hospitality platforms.
A market ripe for disruption
The company’s growth story is closely tied to a structural shift in the hospitality sector. While hotel supply globally grows at a modest 2 to 3 percent annually and around 3 to 4 percent in India, the supply of villas and private homes is expanding at a staggering 25 to 30 percent. On the demand side, the contrast is even sharper. Hotel demand in India grows at roughly 8 to 9 percent annually, while villas and private stays have witnessed explosive growth of 45 to 60 percent CAGR over the past few years.
This divergence is not accidental. It reflects changing consumer expectations, particularly among Indian travellers who are increasingly seeking privacy, flexibility and experiential stays over standardized luxury.
Khare who is also the CEO of ELIVAAS sums it up succinctly. “Today’s consumer does not want to be told when to eat, swim or relax. Instead, they want complete control over their experience.”
The luxury of control
Unlike traditional hotels where services are predefined and often rigid, ELIVAAS builds its value proposition around customization and autonomy. Guests can choose what they eat, when they eat and even what brands they consume. From late-night swims to personalized dining experiences, the model is designed to eliminate restrictions that are often inherent in hotel stays.
“This philosophy extends across every touchpoint. Whether it is serving breakfast in a private pool or curating hyper-personalized culinary experiences, ELIVAAS positions itself as a provider of “controlled luxury”, where the guest dictates the experience,” said Khare.
Scaling at speed
The company’s growth trajectory reflects strong market validation. From just three villas in June 2023, ELIVAAS has scaled to over 600 properties in under two years. The platform has grown 20-fold in 24 months and recorded a 400 percent year-on-year growth recently.
This rapid expansion signals two key trends which are strong demand from travellers and increasing confidence among property owners. For many owners, particularly high-net-worth individuals based overseas, ELIVAAS offers a one-stop solution that handles everything from revenue generation and maintenance to real-time monitoring through a dedicated tech platform.
Standardisation meets individuality
Interestingly, while ELIVAAS emphasizes consistency in service, it deliberately avoids standardizing the most critical element, the real estate itself. Each villa is treated as a unique story, with distinct architecture, amenities and character.
What the company does standardize are service elements such as linen, toiletries, gourmet coffee selections and staff training. “All on-ground staff are recruited from five-star hotel backgrounds, ensuring that service quality matches premium hospitality benchmarks. This balance between uniqueness and reliability allows us to offer boutique experiences without compromising on quality assurance,” shared Khare.
Technology as the backbone
Technology plays a central role in ELIVAAS’s operating model. From AI-driven content creation for property storytelling to customer interaction and backend operations, the company integrates tech across the value chain.
For property owners, a dedicated app provides real-time visibility into bookings, revenue, guest reviews and even daily operational tasks, complete with time stamped images. This level of transparency is a significant differentiator in a largely fragmented villa rental market.
A multi-brand, multi-channel strategy
ELIVAAS operates through a tiered brand architecture that includes ELIVAAS, ELIVAAS Privé and Alaya Stays, catering to different segments of luxury. While Privé focuses on ultra-premium, limited-inventory properties, the broader portfolio addresses upscale and experiential travel needs.
On the distribution front, the company has adopted an aggressive omnichannel strategy. It works with over 1,100 travel agents, partners with major global OTAs such as Airbnb, Booking.comand Expedia, leverages direct bookings, social media and corporate tie-ups. Strategic alliances with brands like Visa and BMW further enhance its reach.
Domestic boom, global ambitions
Currently, the business is overwhelmingly driven by domestic demand, with inbound travellers contributing less than 3 percent. However, Khare believes this is less a limitation and more a reflection of India’s vast domestic travel potential.
Indian travellers today are more frequent, affluent and experience-driven than ever before, often taking multiple leisure trips annually.
Looking ahead, ELIVAAS is preparing to enter international markets with Sri Lanka and Dubai slated as its first overseas destinations in the near future. The focus will be on destinations within a five-hour flying radius from India, aligning with evolving air travel dynamics and outbound travel trends.
Beyond Stays: Experiences and Celebrations
The platform is also tapping into niche segments such as intimate weddings, bachelorette parties, corporate offsites and curated celebrations. With growing demand for smaller, more personalized events, villas offer an ideal alternative to large hotel venues.
Building loyalty in a new category
To drive repeat business, ELIVAAS has introduced an omnichannel loyalty program that rewards customers regardless of their booking platform. “With tiered benefits ranging from complimentary services to flexible check-in options and high-value reward points, the program aims to go beyond traditional cashback models and create genuine customer privilege,” said Khare.
This strategy appears to be working, with repeat customer rates already in the 30 percent range, a strong indicator for a relatively young brand.
The road ahead
ELIVAAS’s journey reflects a broader transformation in hospitality, where the definition of luxury is shifting from opulence to personalization, from scale to intimacy and from control by brands to control by consumers.
As villa hospitality continues to gain momentum, the company’s biggest challenge will be brand building, creating the same level of trust and recognition that legacy hotel chains enjoy. But if current growth trends are any indication, ELIVAAS is well on its way to becoming a defining force in India’s next wave of hospitality.