Ascott plans to double its India portfolio to 12,000 units by 2028, targeting rising domestic demand and India’s growing outbound tourism market. With new signings in Goa, Lucknow, and Thanjavur, the group is expanding into Tier-2 and Tier-3 cities. It aims to attract younger travelers through lifestyle and heritage-led brands like lyf and The Crest Collection, while strengthening presence in key metros and emerging destinations.