Aumentar Hospitality Alliance LLP, a boutique hospitality consulting firm, commenced operations in early 2025. Founded by Shaista Khan and Vinita Khar, the company collaborates with hotels and travel brands to enhance their market presence through a strategic blend of storytelling, positioning, sales, marketing, and business development strategies.

The word “Aumentar” (Spanish for amplify) reflects the firm’s vision — to help destinations and hospitality brands share their stories more meaningfully by combining creativity with commercially effective solutions.

With years of collective experience in hospitality, the co-founders bring complementary expertise

• Shaista Khan has held key leadership roles with The Park Hotels (Regional Sales Office), Hyatt Hotels Corporation, and later as Head of Outbound Sales for Cinnamon Hotels from India. Throughout her career, she has established strong and lasting relationships within the travel trade network.

• Vinita Khar brings a strong background in sales, distribution, and strategic marketing, equipping hotels with practical and sustainable tools for growth. She began her career with Taj Hotels, later worked with Hyatt Hotels Corporation across Mumbai, Goa, and Pune, and went on to become Director of Sales & Marketing at the pre-opening of Conrad Pune.

Aumentar Hospitality Alliance is grateful to have already earned the trust of a diverse portfolio of partners across the luxury and lifestyle segments, including:

• Bürgenstock Hotel and Alpine Spa, Switzerland (India market representation – luxury)
• Tamara Hotels (West India representation – luxury)
• Mövenpick Sukhumvit 15, Bangkok (lifestyle)
• Saj Hotels Ltd. (strategy management)
• Time Hotels, Media One, and Studio One, Dubai (India market distribution)

“Hospitality today requires more than visibility — it needs thoughtful positioning, authentic storytelling, and strategies that create long-term value. At Aumentar, we feel privileged to contribute to this journey by supporting hotels and travel brands with solutions tailored to their needs,” said Shaista Khan and Vinita Khar, Co-Founders of Aumentar Hospitality Alliance LLP.

Looking ahead, Aumentar Hospitality Alliance hopes to deepen its role as a trusted partner, expanding gradually while continuing to support hotels and tourism stakeholders in India and beyond.

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