The Hospitality Company with Come-Back Value
Sterling Holiday Resorts Limited was founded with a dream of making holidays an active part of the Indian consumer’s lifestyle. Our guests have enjoyed priceless holidays at exceptional destinations all across the country for over 36 years. In recent years, we have upgraded our resorts to best-in-class standards, expanded our resort destination network, and invested in human capital and technology to stay ahead of evolving market trends.
A company with a “never-say-die” attitude, Sterling has constantly reinvented itself to remain relevant to the times, and stay ahead of the curve, to emerge as one of India’s leading leisure hospitality brands!
Sterling 1.0
Sterling was a pioneer in leisure hospitality launched way back in 1986 with its first resorts opening in Kodaikanal and Ooty. Today Sterling has nearly 2,500 rooms in 37 resorts pan-India across well-known, and lesser-known, destinations. From hill stations and beaches to jungles, waterfronts, heritage, and pilgrimage locations, to adventure camps and drive-to destinations, Sterling caters to all your holiday needs.
Sterling 2.0
With Thomas Cook acquiring Sterling Holidays in 2015, the company reinvented and transformed itself to become a unique company with a mixed-use model, catering to FIT (read hotel) guests as well as to members – perhaps the only brand to successfully do so.
Sterling 3.0
So, what is the USP of holidaying with Sterling? What makes Sterling Holidays stand out in a sea of holiday options?
Two words. Discoveries & Experiences.
In 2017, Sterling rebranded itself to bring this aspect alive and to capture the positioning of “Experiential Holidays”. It redefined its Service Philosophy – PEPS: People, Experiences, Places to Spark Joy!
Over the years, Sterling has curated and created hundreds of Discoveries and Experiences across all its resorts to help guests discover the best in the destination and experience the local culture, heritage, cuisine, entertainment, and much more. Not only do you get to discover lesser-known destinations of the country, as the Destination Expert, Sterling helps you discover new things even in popular destinations.
Sterling 4.0
While it is true that the pandemic impacted all our lives, it is equally true that the hospitality industry was devastated by it! Many businesses went under, and many hospitality brands floundered. It was time for Sterling to reinvent itself all over again.
There was no compromise on employee and guest safety with “Sterling CARES”, our hygiene and sanitation program. We executed a series of cost-control measures that have, in fact, improved the robustness and profitability of the company.
We used the downtime to widen the width and depth of our distribution into Tier 2 and Tier 3 towns. We launched a series of product offerings, to increase our revenues from our existing customers, and to cater to new customer segments: Sterling LOCAL – a unique Resto-bar, Sterling Weddings and Sterling Picnics. We also started access to pets, across several resorts.
Last year, despite our resorts remaining closed for 5 months out of 12, Sterling posted consecutive quarters of positive results, and ended the year with profits.
Sterling is today on a fast-track growth path. We aim to double our inventory in the next 3 years and add many more destinations pan-India. We aim to make Sterling the leading leisure hospitality brand in the region!
All our employees – management and staff – are committed to providing holidays that are truly unique: weaving in warm and friendly service and unique discoveries and experiences, to provide our guests with memorable holidays with comeback value!
And that is what makes Sterling the comeback brand it is!