New Delhi, April 6 -- India's luxury hotels are exploring ways to capitalize on their brands by going beyond room bookings and food and beverage sales. Chains such as Taj, Marriott, Leela, Oberoi and Sarovar are increasingly moving into branded residences and serviced apartments to diversify their offerings.

The trend, which has been around for a few years, gathered pace in FY26, with at least half a dozen projects signed and launched across Mumbai, Gurugram, Noida and Greater Noida as hospitality companies looked for more asset-light revenue streams tied to real estate.

Indian Hotels Company Ltd, which runs the Taj brand of hotels, signed an agreement to manage 74 Taj serviced apartments with the Gulshan Group in Noida last month. The ...