Brands
Agra up 2,000%, Jaisalmer 1,400%: Valentine’s weekend hotel bookings jump 175 per cent
NATIONAL: Valentine’s Day 2026 has triggered a sharp surge in India’s hospitality market, with hotel bookings jumping by as much as 175 per cent in some segments as couples opt for longer, costlier and experience-driven getaways.
Hotel bookings for the Valentine’s weekend, spanning 13 to 16 February, are up 58 per cent year-on-year, according to data from travel data exchange platform Adara, a RateGain company. The spike reflects a decisive shift in how couples are marking the occasion: fewer dinner reservations, more packed suitcases.
Spending is rising alongside demand. Standard hotel rooms are averaging between Rs 15,000 and Rs 18,000 per night, while luxury suites are priced above Rs 30,000, signalling a move away from budget stays. Many couples are stretching trips to three or four nights, turning the long weekend into short holidays or “staycations”.
The demand has been uneven but spectacular in parts. Agra tops the chart with a 2,000 per cent jump in interest and bookings, buoyed by the enduring allure of the Taj Mahal. Jaisalmer follows with a 1,400 per cent surge as travellers chase desert sunsets and heritage haveli experiences. Madikeri in Coorg recorded an 1,100 per cent rise, Puducherry 1,000 per cent and Goa 800 per cent.
Other destinations also saw sharp increases, including Udaipur at 550 per cent, Bengaluru at 269 per cent, Ooty at 200 per cent, Kevadia at 300 per cent and New Tehri at 100 per cent.
Industry executives say the growth is being driven by experience-led travel rather than traditional celebrations. Hotels report strong demand for curated offerings such as private dining, spa retreats, villa stays and bespoke romantic itineraries, with couples seeking exclusivity over scale.
February’s packed wedding calendar has added another layer to the boom. Valentine’s Day falls in the middle of peak wedding season, drawing not only couples but also wedding guests and pre-wedding travellers folding celebrations into existing plans.
A newer trend is also emerging alongside romance. “Galentine’s Day” travel (women-led group bookings) for luxury villas and boutique properties, is gaining traction, widening the demand base beyond couples.
The impact on the sector has been immediate. Popular leisure destinations are reporting occupancies close to 100 per cent, making Valentine’s weekend one of the strongest trading periods of the year. International travel interest is also rising, with overseas holiday searches up 31 per cent and premium romantic trips costing between Rs 2 lakh and Rs 3 lakh per couple.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
