ITC Hotels Boosts Goa Hospitality Growth With New Storii Assagao Luxury Retreat

Written By: Binoy Mehera

Binoy Mehera

A curious mind driven by a passion for storytelling, I find inspiration in uncovering hidden perspectives, exploring diverse experiences, and shaping ideas into narratives that leave an impact. With three years of experience in journalism and content creation, I have developed a strong instinct for identifying meaningful stories, blending research with creativity, and presenting information in a way that connects with readers. My storytelling journey is guided by a fascination for culture, travel, lifestyle, and the human experiences that define our world. I aim to create narratives that not only inform but also spark curiosity, evoke emotions, and offer audiences a deeper understanding of every story.

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August 20, 2026 20:23 GMT+5:30

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ITC Hotels Limited has signed a management agreement for one of the first rendering of Storii by ITC Hotels brand in Northern Goa. This will be the brand’s 51-key luxury hotel. The hotel will reflect specific design elements that embody this travel experience that combines the Goan culinary scene and local shopping with the landscape and Goa’s famed beaches and other sites of interest.

Storii Assagao will feature elegantly designed rooms and suites, an all-day dining restaurant, and a curated selection of culinary, social, and leisure experiences. The new signing further strengthens ITC Hotels’ growing footprint in Goa across multiple brands while supporting its strategic expansion into high-growth leisure destinations across India.

Anil Chadha, Managing Director, ITC Hotels Limited, said “Goa continues to be one of India’s leading tourism markets and remains a key focus area for our leisure growth strategy. Assagao has emerged as an attractive micro-market, driven by its distinctive character, strong visitor appeal, and evolving travel preferences. Storii Assagao will seamlessly blend the essence of the locale with the brand’s focus on personalized service and memorable guest experiences. We are delighted to partner with Ananda Hospitality Services Private Limited on this exciting project.”

Purshottam Sharma and Dilip Sharma, Partners at M/s Ananda Hospitality Services Private Limited, said “Assagao has steadily evolved into one of Goa’s most sought-after hospitality destinations, attracting travellers looking for enjoyable and well-curated stays. We are pleased to collaborate with ITC Hotels and look forward to creating a hospitality offering that reflects the unique appeal of the region while delivering exceptional guest experiences.”

The signing represents another important milestone in ITC Hotels’ expanding presence across North Goa, a destination that continues to witness rising tourism demand, enhanced connectivity, and a growing preference for immersive and experience-driven holidays. Positioned in the heart of Assagao, the new Storii Assagao property is expected to attract travellers seeking a blend of luxury, culture, and local charm. Surrounded by green landscapes, vibrant neighbourhoods, and the evolving hospitality ecosystem of North Goa, the hotel is strategically located near some of the region’s most popular attractions, making it a promising addition to Goa’s premium leisure accommodation segment.

With a legacy spanning five decades, ITC Hotels Limited has emerged as one of India’s leading hospitality companies, known for its focus on luxury experiences, responsible tourism, culinary excellence, and sustainable operations. Since its establishment in 1975, the company has continuously expanded its portfolio while integrating Indian heritage with modern hospitality standards.

Today, ITC Hotels operates a diverse network of more than 155 hotels, over 14,300 keys, and properties across 95+ destinations, extending its presence in India and neighbouring markets. The company’s portfolio includes multiple brands catering to different traveller segments, including luxury, premium boutique, upscale, mid-market, and heritage leisure experiences.

Through its iconic Storii by ITC Hotels brand, the company focuses on creating personalised stays inspired by local culture, architecture, and destination identity. The Assagao property reflects this approach by combining the distinctive character of North Goa with contemporary comfort and curated guest experiences.

Recognised for its commitment to sustainable hospitality, ITC Hotels has achieved global recognition for environmental initiatives, including leadership in LEED-certified green hotels and responsible tourism practices. The company continues to strengthen its position as a benchmark for sustainable luxury hospitality while expanding into high-potential destinations across India.