ITC Hotels has signed a management agreement for a 51-key hotel in Assagao, North Goa. The property will operate under the fast-growing Storii by ITC Hotels brand. Storii Assagao will draw inspiration from the neighbourhood’s vibrant character, culinary scene, natural surroundings and boutique retail experiences. Its location will also offer easy access to North Goa’s popular beaches and attractions. The hotel will feature well-appointed rooms and suites, an all-day dining restaurant, and several dining, social and recreational experiences.
Strengthening ITC Hotels’ Leisure Strategy
The signing further expands ITC Hotels’ presence in Goa across its portfolio of brands. It also supports the group’s strategy of growing in high-potential leisure markets. Commenting on the signing, Anil Chadha, Managing Director, ITC Hotels Limited, said Goa remains a key focus for the company’s leisure growth plans. He added that Assagao has emerged as an attractive micro-market due to its distinctive character and strong visitor appeal. The property will combine the essence of the destination with Storii’s focus on personalised service and memorable guest experiences. ITC Hotels has partnered with Ananda Hospitality Services Private Limited for the project.
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Expanding North Goa’s Hospitality Landscape
Assagao has steadily grown into one of North Goa’s sought-after hospitality destinations. Travellers increasingly visit the area for its curated stays, restaurants, boutiques and relaxed atmosphere. Partners Purshottam Sharma and Dilip Sharma of Ananda Hospitality Services Private Limited said the collaboration aims to create a property that reflects the region’s distinctive appeal. Located close to beaches, restaurants, retail spaces and local attractions, Storii Assagao will add another boutique accommodation option to North Goa’s evolving hospitality landscape. The signing also strengthens ITC Hotels’ position in a market where leisure travel and tourism demand continue to drive hotel growth.
