India’s hospitality industry has entered a critical inflection point. While the premium and budget segments have both seen accelerated growth over the past decade, the mid-market especially in urban business and transit corridors remains largely underserved.
According to IBEF, the Indian travel and tourism industry is expected to grow with a Compound Annual Growth Rate (CAGR) of 20% in the next couple of decades, driven by the rise in India’s middle-income group and disposable income. Yet, the demand for thoughtfully designed, tech-enabled hotels that cater to millennial and Gen Z travelers is still far from met.
This evolving traveler profile—seeking experiences over excess, and function over formality has prompted a fresh approach to mid-scale hospitality. Among the newer players attempting to redefine this space is THE BOH LABS, a firm bringing a blend of design intelligence, operational strategy, and localized storytelling to hotel development and repositioning.
The Vision Behind THE BOH LABS
Founded by Siddharth Kochhar (LinkedIn), who previously worked with FabHotels, Bloomrooms, OYO, and Wyndham Hotels & Resorts, the brand was born out of a realization: many mid-market hotels were missing soul. They felt tired, disconnected from their surroundings, and lacking in brand identity.
“I kept seeing the same problem—properties that had potential but weren’t living up to it,” Siddharth recalls. “They needed better design, smarter systems, and a reason for guests to choose them over the next place down the road.”
This observation led to the founding principle of THE BOH LABS to reinvent hotels from the inside out, combining intuitive design with efficient technology and authentic local character.
Design Meets Logic: A Holistic Approach to Hospitality Transformation
Rather than offering surface-level changes, the firm takes a holistic route of reworking back-end operations as meticulously as front-facing aesthetics.
The brand’s design-first methodology, supported by operational insights and local cultural nuances, ensures that each space is tailored to its market. Public areas become multifunctional—lobbies double as co-working lounges, cafés act as meeting hubs—and staff areas are restructured for smoother workflows.
Guest-facing upgrades are anchored in what the space wants to be, not just what’s trending.
A recent example from the Delhi-NCR region highlights this approach. Tasked with advising on a greenfield hotel development of around 70 rooms, THE BOH LABS began with market analysis—tracking tourism data, airport access, medical hubs, and corporate clusters. They built feasibility models, advised on optimal brand positioning, and coordinated consultants across architecture, interiors, MEPF, and F&B. The project, now under construction, is expected to break even in under five years, striking a balance between guest appeal and financial viability.
Consulting for the Entire Lifecycle
THE BOH LABS functions as more than just a design agency. Their services are structured to support hospitality assets through every phase of the lifecycle – from site selection and feasibility studies to brand negotiations, legal structuring, and pre-opening strategy.
This is particularly relevant as more institutional and first-time developers enter the space, often without the in-house expertise to navigate brand affiliations, contract complexities, or technical services.
The firm’s consulting layer uses data analytics, AI-backed tools, and competitive benchmarking to craft tailored playbooks. These insights support not only private owners but also financial institutions, tourism bodies, and legal teams involved in valuation, litigation, or public infrastructure-led hospitality projects.
“The industry is moving too fast for generic solutions,” says Siddharth. “Whether we’re advising a single asset or supporting a portfolio, the focus is always on creating long-term alignment between design, operations, and return on investment.”
Brand Strategy, Technology & Future-Proofing
One of the most nuanced services THE BOH LABS offers is brand and contract negotiation. In an increasingly saturated hospitality landscape, choosing the right operator, franchise or management is as much a strategic decision as a financial one.
The team brings its deep network and operational understanding to match hotel owners with the most suitable brand partner, while negotiating terms that reduce owner obligations and boost revenue potential. For instance, the Delhi case involved evaluating both international and domestic brands, eventually shortlisting one with strong regional traction and leaner capex requirements.
Beyond brand selection, technology forms a core part of the firm’s toolkit. From PMS and CRM systems to in-room entertainment and IoT integrations, they help future-proof hotels with scalable, guest-centric digital infrastructure.
This includes implementing mobile concierge apps, self-check-in kiosks, channel managers, and smart locks – all designed to streamline operations and enhance guest satisfaction.
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Interior Design That Tells a Story
Design, for THE BOH LABS, is a narrative medium. Every hotel space is seen as an opportunity to tell a story, be it through material selection, lighting, or spatial layout.
With LEED-accredited consultants on board, the firm integrates sustainability from the outset, minimizing waste, optimizing resource use, and promoting energy efficiency. Yet, the spaces remain emotionally resonant, culturally grounded, and operationally sound.
The team offers full FF&E specifications, vendor coordination, and execution support, ensuring that what’s envisioned during design doesn’t get diluted during delivery.
The Market Ahead: Shifting Preferences, New Models
With India’s hotel industry projected to add over 40,000 rooms by 2027 (HVS Anarock), especially in Tier 2 and Tier 3 cities, the need for differentiated, mid-market hotels is expected to grow. At the same time, guests are demanding more thoughtful, tech-enabled experiences at lower price points.
In this context, players like THE BOH LABS offer a compelling value proposition not just as a service provider but as a strategic partner for developers and owners navigating a rapidly evolving market.
By blending storytelling with spatial design, data with intuition, and long-term thinking with hands-on execution, they are helping build what could soon become a dominant category in Indian hospitality: the mid-scale lifestyle hotel.
“We don’t just ask what the guest wants today,” Siddharth adds. “We ask what they’ll expect tomorrow—and then we design for that.”
