Sterling Holiday Resorts Ltd, a subsidiary of Thomas Cook India, has stopped selling new vacation memberships to focus on expanding its hotel operations and property portfolio, according to livemint.com. The company aims to grow its resort count to over 95 locations, moving away from its traditional membership-driven revenue model as it prepares for a standalone listing.
The decision to halt new membership sales was announced by Managing Director and CEO Vikram Lalvani. Sterling will continue to service its existing membership base but will prioritize hotel operations and property acquisitions to drive growth. This strategic shift is part of the company’s broader plan to enhance its revenue streams and market presence ahead of its planned public offering.
This move reflects a broader trend in the hospitality sector where companies are diversifying revenue models beyond memberships to capture a larger share of the leisure travel market. Sterling’s pivot aligns with efforts by other hospitality firms to expand physical assets and focus on direct hotel operations, which can offer more stable and scalable income compared to membership sales.
Sterling Holidays’ strategy to expand to over 95 resorts is a key part of its growth plan before its standalone listing. The company’s next major milestone will be its public offering, which will provide investors with insight into the success of this operational shift, as detailed by livemint.com.