Sterling Holiday Resorts, the leisure hospitality arm of Thomas Cook India, is reshaping its business by moving away from selling new vacation memberships and putting greater emphasis on hotel operations. The shift comes ahead of its standalone listing and signals a broader change in how the company plans to grow revenue.
According to the available details, Sterling stopped taking on new memberships around two-and-a-half years ago. Even so, its base of about 50,000 legacy members continues to support occupancy, giving the company a buffer while it expands its resort network and strengthens its operating model.
The company is now focusing on scaling its property portfolio, with plans to grow to more than 95 resorts. That strategy points to a model driven more by hospitality operations and room inventory than by adding fresh holiday members, as Sterling aims to build a larger presence in leisure travel.
The transition suggests Sterling sees hotel-led growth as a stronger long-term platform for the next phase of the business. With legacy memberships still contributing demand, the company appears to be using that foundation to support expansion while preparing for life as a separately listed hospitality player.
