Aumentar Hospitality Alliance LLP, a boutique consulting firm specializing in luxury and lifestyle hospitality, has officially commenced operations this year. Co-founded by industry veterans Shaista Khan and Vinita Khar, the firm aims to strengthen global brand positioning through a blend of storytelling, strategic marketing, sales, and business development solutions.
The name “Aumentar” (Spanish for amplify) reflects the company’s mission of helping hotels and destinations craft impactful stories while driving commercially effective results.
Khan brings over a decade of experience from The Park Hotels, Hyatt Hotels Corporation, and Cinnamon Hotels, with deep connections across the travel trade. Khar, who has worked with Taj Hotels, Hyatt, and Conrad Pune, specializes in distribution, sales, and strategic marketing. Together, they offer a complementary mix of creativity and commercial acumen.
Within a short span, Aumentar has already partnered with marquee brands such as Bürgenstock Hotel & Alpine Spa (Switzerland), Tamara Hotels, Mövenpick Sukhumvit 15 (Bangkok), Saj Hotels Ltd., and Dubai-based Time Hotels and Media One.
“Hospitality today requires more than visibility — it needs authentic storytelling and sustainable strategies,” said Khan and Khar in a joint statement. “Aumentar is privileged to support hotels and travel brands in building long-term value.”
