New Delhi: India’s expanding hospitality sector is set to get more vibrant as new international hotel chains plan their entry, while existing ones introduce new luxury and lifestyle branded properties.Singapore-based luxury chain Banyan Tree is seriously evaluating opportunities in India, people familiar with the matter told ET. Ireland-based Kerten Hospitality announced its India entry this March, with an initial plan for around 1000 keys. Banyan Tree didn’t respond to an email query.Thailand-based Dusit made an India comeback last year, while Hyatt is actively scouting for locations for its boutique hotel brand Standard acquired as part of its $335 million purchase of Standard International in 2024. Marriott International is planning to introduce its big box hotel brand Marriott Marquis and mid-scale brand City Express in India, while Hilton is working on the launches of Waldorf Astoria hotels.Last year, Marriott announced the global launch of the Series by Marriott portfolio in India through a deal with Concept Hospitality. IHG Hotels & Resorts said it is launching its Kimpton brand in India through a deal with Adani Airport Holdings in May. Last October, ITC Hotels said it is launching a new brand called Epiq Collection to accelerate growth in the premium segment. Chalet Hotels announced the launch of ATHIVA Hotels & Resorts last year, while Sayaji Hotels has incubated a new luxury hotel vertical called Altara focusing on wedding and MICE demand.Nandivardhan Jain, founder and CEO, NOESIS Hotel Advisors said 2025 and 2026 are the ‘widest wave’ of first-time brand entries in India witnessed since 2007 to 2010. Jain said the rise and launch of new brands in India has been ‘steep’.Hotel signings accelerated to more than 64,000 keys in 2025, from 42,071 in 2024 and 20,600 in 2022, as per estimates from NOESIS. There are currently 206 brands across 60 companies, up from 174 brands and 53 companies three years ago.“In the last 18 months, IHG went 5 to 9 brands, Wyndham from 7 to 10, Marriott from 17 to 19, Hilton 5 trading to 5 trading plus 5 committed and IHCL is now at 13 brands and businesses,” he said.Anil Chadha, MD at ITC Hotels said the first Epiq Collection hotel, comprising around 120 rooms in Puri, is slated to open in 2027. This will be followed by Epiq Collection Tirupati totalling around 200 rooms, a year after. The third Epiq Collection hotel is under development in Jaipur with about 150 rooms.“The company remains in advanced discussions for several additional managed hotel opportunities under the Epiq Collection brand and expects to announce further signings in due course,” he said.Recent additions including Microtel by Wyndham, La Quinta by Wyndham, Vienna House by Wyndham, Dolce Hotels and Resorts by Wyndham and Registry Collection Hotels underscore the commitment of Wyndham Hotels & Resorts to bringing a ‘broader’ range of hospitality experiences to one of the ‘most important’ growth markets globally, said Rahool Macarius, the chain’s market managing director, Eurasia.He said each brand brings a ‘distinct’ proposition to the market. “Vienna House strengthens our lifestyle offering, Dolce brings its strong upscale MICE heritage to India, while Registry Collection expands our presence in the luxury and independent hospitality space,” he said.India remains one of the most attractive growth markets globally for international hotel companies, said Deepak Jain, founder at Mayfair Consultants. He said earlier, the market was largely divided into traditional luxury, upper-upscale, upscale and mid-market segments. “Today, we are seeing much sharper segmentation across lifestyle, boutique, wellness, experiential luxury, select-service, extended stay, conversion and soft-brand formats,” he said.The rapid shift is being driven partly by the changing preferences of Indian consumers and travellers, but equally by hotel companies wanting to offer owners a wider range of brands for different asset types and locations, said Jain.