Lemon Tree Hotels Ltd has expanded its presence in Jammu & Kashmir cluster with the signing of Keys Prima by Lemon Tree Hotels, Srinagar, taking its portfolio in the region to four operational hotels and two additional properties under development.
The upcoming 60-keys hotel will be managed by Carnation Hotels Pvt Ltd, a wholly owned subsidiary of Lemon Tree Hotels, in line with the group’s asset-light expansion strategy.
Strategically located about two km from Srinagar International Airport and 11 km from the Srinagar Railway Station, the property is expected to offer strong connectivity for both corporate and leisure travellers visiting the Kashmir Valley.
Focus on high-growth leisure markets
The signing comes amid a surge in domestic tourism and improving infrastructure in Jammu & Kashmir, positioning the region as a high-potential leisure destination.
Lemon Tree Hotels Ltd, Managing Director & CEO, Neelendra Singh, said: “Jammu & Kashmir is rapidly evolving into a high-potential leisure market, underpinned by a surge in domestic tourism and significantly improved infrastructure.”
He added that traveller preferences in destinations such as Srinagar are undergoing a shift towards more refined, experience-led stays backed by trusted brands.
Premium midscale positioning
“The introduction of Keys Prima to this market is a direct response to that demand. By expanding our state-wide footprint, we are not just adding rooms; we are building a network that offers consistency and quality across India’s most iconic travel circuits,” he said.
Keys Prima represents the company’s elevated midscale offering, combining contemporary design with enhanced service standards and curated guest experiences.
Strengthening network-led strategy
The move underscores Lemon Tree Hotels’ strategy of building a networked presence across key tourist destinations while maintaining operational efficiency through its asset-light model.
With multiple properties already operational and under development in the region, the company is positioning itself to capture rising demand from both leisure travellers and corporate segments exploring emerging destinations.
The latest signing further reinforces the group’s focus on scaling up in high-growth markets, particularly those witnessing increased connectivity and tourism inflows.