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Wednesday, 06 December, 2017, 17 : 00 PM [IST]

Sterling Holiday Resorts unveils new brand identity to align with new brand strategy

Company to explore doubling the footprint and inventory through ‘management contract’ in 5 years
Sterling Holiday Resorts, the company which pioneered the vacation membership business in India, as part of completing the process of “changing the nature of business” from a vacation ownership company to a “genuine holiday” company, has unveiled its new brand logo today in Delhi to align with the transformation and “resurrection” of the brand.  The new brand logo of the company was unveiled at a special media event by Ramesh Ramanathan, Managing Director of the company, and Peshwa Acharya, Chief Marketng Officer of Sterling Holidays. Speaking at the unveiling of the new brand identity, Ramanathan said that the new brand logo is more “youthful, vibrant and contemporary with key logo colour, Purple, aligning with the brand promise of “discoveries and experiences.”

Sterling Holidays, he said, moved away from a “membership-based holiday” business to a “genuine holiday company” delivering curated experiences to guests over the last few years.   While time share concepts generally provide accommodation and food to members, Sterling Holidays has been focusing on providing local experiences at all its destinations in line with their “PEP” (People Experience and Places) concept, he said.  Most of their properties were refurbished to bring them up “to best in class” standards, he said.

Sterling Holiday Resorts which has a mix of owned and leased properties will now exploring more management contracts with owners to scale up their footprint, he said.  Currently, Sterling Holiiday has 33 resorts with 2,200 rooms with 60% owned by the company itself.  Ramanathan said that the target is to reach at least double the size of the inventory and triple the revenues over the next five years. 

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