Sterling Holiday Resorts Limited today unveiled its new, contemporary avatar with a new service philosophy of delivering experiences and discoveries. Keeping this in mind, Sterling has charted a roadmap to becoming the leading holiday brand in India by creating curated experiences in the areas of local cuisine, art, culture, history, nature and adventure, to name a few. These packages will be available both within and outside the resort, for its customers. From night safaris and nature walks to authentic culinary experiences and culture trails, Sterling is seeking to offer its guests with many different packages to have memorable experiences and discoveries. The company is initiating a complete marketing and brand plan for the new Sterling. The new brand identity reflects this essence and proposition. The design is youthful, vibrant, and contemporary. “Sterling” is written in a free-flowing handwritten font and is supported by a dynamic “Swirl” mnemonic that reminds one of the pinwheels. The Swirl represents movement and dynamism and gives the identity a sense of motion. Purple as the key logo colour is quite unique, and connotes the brand promise of “discoveries and experiences”.
As quoted by Sterling’s Managing Director Mr. Ramesh Ramanathan, “We’ve not taken the usual blues, browns and greens like the other leading resorts and holiday companies. We’ve taken a contemporary route and opted for dynamic purple, orange and yellow in our quest to be the ultimate holiday brand in India.”
Holiday differently with Sterling
Sterling’s quest is not just for newer experiences and discoveries but also to increase the number of locations and to offer new destinations to its customers. Embodying the new service philosophy, Sterling strives to build destination expertise across all locations. According to Mr Ramesh Ramanathan, Managing Director, Sterling Holiday Resorts Limited, “Today, we are opening not just a new chapter for Sterling but a new chapter in the Indian holiday market. We have been working on developing our new service philosophy and brand standards over the last few years and are now ready to make our customers “holiday differently”. I am delighted to present the new Sterling Brand that will stand for great service, unique experiences and amazing discoveries.”
“Holidays have become an integral part of our lifestyle. At Sterling, we are looking forward to being a part of a new India that is looking to have newer experiences and take away a little bit of what they see and feel when they holiday, discovering something new every time.”, Mr Ramesh Ramanathan also added. Over the next couple of months, guests at resorts will also meet “Raja Rex”, Sterling’s new “discovery mascot” who will help them discover new activities and experiences. The discoveries do not stop with the holiday experience. Sterling is the first-holiday company in India to offer elaborate holiday insurance for all its customers both for the travel and holiday period. This would be offered from the first quarter of 2018.
As per Mr. Peshwa Acharya, Chief Marketing Officer, “Our aim is to transform Sterling into an experiential holiday company. The future of holidaying is not just about good food and good rooms anymore. Consumers are looking for experiences. We want our consumers to feel that they can holiday differently with us.”
Doubling of properties and room capacity
The brand launch is driven by a business transformation model that involves a strategic pathway of execution. The model focuses on experience-led holidays, doubling of properties and room capacity and premium service quality. Sterling will expand capacity through management contracts while providing guests with the Sterling standard of service and brand assurance. As a consequence, Sterling expects to double room capacity and scale up to 50 properties over the next 4-5 years. To support the new expansion plans, the company has transformed its brand identity completely and launched the same today. “Over the past few years, we have revamped existing resorts and launched a few new ones. Our focus will be on delivery and service for all kinds of holidayers. In the process, we would also be contributing to the local economies, creating jobs and taking the brand abroad to places where Indians holiday,” Ramanathan added.
So, the next time you decide to set out on a trip with your family or take a break from routine life with your friends, you know whom to reside in. Take the Sterling way out and holiday differently with experiential travel.