Crimson Hotels: Merging tradition with innovation

With the vision of bringing five-star experiences to untapped destinations, Sandeep Maitraya is not just building hotels, he’s crafting stories of transformation. Inspired by the vibrant hue of the rising sun, Crimson Hotels reflects a philosophy of renewal, growth and unmatched excellence. It also embodies a blend of spirituality and sophistication, aiming to redefine luxury and service in Tier II and Tier III cities. In the world of hospitality where established cities often steal the spotlight, Maitraya, the Founder and Director of Crimson Hotels, dares to look beyond the obvious.

Crimson Hotels owes its distinctiveness to Maitraya’s extensive experience in the industry and the influence of his Japanese co-founder, Makiko Takahashi. Together, they combine Indian hospitality with Japanese precision, promising a unique guest experience.

Expanding horizons with purpose
“When I negotiated with international brands, I realised their products were too rigid. I saw the need for a brand that adapts to specific markets, and that’s when Crimson was born,” he explains.

Crimson Hotels’ strategic focus on emerging markets, such as Bhilwara in Rajasthan, demonstrates its commitment to creating opportunities in lesser-known regions. Bhilwara, often called the ‘Manchester of Rajasthan’ for its thriving textile industry, has long been overlooked by premium hospitality brands. Maitraya says there is immense potential in the city. “Bhilwara is a conservative yet affluent city. It is time the city’s profile is elevated with world-class hospitality options,” he states.

Crimson Hotels' flagship property in Bhilwara will feature The Aauruem, a 150-key resort and convention centre. Designed to integrate luxury, events and leisure seamlessly, it aims to offer unique spaces like a 20,000 sq ft pillar-less convention centre and venues for weddings hosting up to 7,000 guests. ”We aim to put Bhilwara on the map as a premier destination for conventions and tourism,” emphasises Maitraya.

A multifaceted brand
Crimson Hotels offers diverse sub-brands tailored to various market requirements:
- Akatsuki Collection: Ultra-luxury properties inspired by Japanese finesse.
- Citron and Grand Citron: Upscale and five-star deluxe accommodations.
- Basics Inn and suites: High-quality budget stays.
- Stay hub: Minimalist smart hotels with self-service amenities, catering to longer stays.

Maitraya’s commitment to quality transcends categories. He proudly shares, “Even our budget hotels use amenities found in five-star properties. We believe in offering the best to every guest.”

Technology and tradition
While technology plays a significant role in Crimson’s projects, Maitraya believes in retaining the personal touch. “India has abundant manpower, so we focus on old-school hospitality alongside technology,” he explains. Properties like The Aurium incorporate state-of-the-art technology, including VRV air-conditioning systems and live-streaming capabilities for international conferences, without losing the human connection.

“We don’t want hospitality to become too mechanical. India has abundant manpower, and we emphasise old-school hospitality with a modern twist,” he says.

Sustainability is one of the cornerstones of Crimson Hotels’ philosophy. Properties like the upcoming Citron in Dehradun are being designed as eco-friendly spaces, aiming for IGBC Gold or LEED Platinum certification. Maitraya highlights their use of local materials and art, saying, “From paintings in Bhilwara to fabric-inspired panels, we ensure our designs reflect local culture.”

Future plans
Crimson Hotels is on an expansion spree, with six new properties in the pipeline, including locations like Lucknow, Pushkar and Mumbai. The Group is also exploring innovative concepts such as pop-up restaurants featuring rotating international cuisines. Maitraya explains, “We want to offer guests diverse culinary experiences, from Thai to Mediterranean, under one roof. We are looking at doing pop-ups. We are not looking at just doing one Indian restaurant and it will continue for two-three years. We are looking at doing pop-ups in our five-star hotels.”

He envisions a hospitality renaissance in smaller cities, stating, “Service apartments and self-service smart hotels are the future. So service apartments and smart hotels you know which have a lot of self-service because in India we have hotels which are built like international hotels but still they are lacking in terms of small services which need to be centred.”