When Tata-owned hospitality player Indian Hotels Company (IHCL) first launched its sub-brand called ‘ama Stays & Trails’ in early 2019, it wasn't entirely clear what the strategic intent was for a company that already runs palaces, boutique hotels, business hotels, and resort destinations. As a branded product in the homestay market, ama Stays & Trails was geared to be a collection of plantation bungalows, heritage villas, colonial houses, havelis, and quaint private residences in local markets. But what began as a journey with nine heritage bungalows has rapidly expanded to over 100 assets with 61 operational hotels and 43 under