Using capital-efficient expansion models, purpose-driven travel, and circuit-based development as pillars, Sterling Holiday Resorts Limited has laid out its future growth roadmap. Sterling Holiday Resorts Limited’s Managing Director and Chief Executive Officer Vikram Lalvani spoke on the company’s strategy for developing demand-led hospitality formats at a panel discussion on developments and new models of growth.

In his statement, Lalvani clarified that Sterling had weathered industry upheavals and had since transformed into a “sharper, more purpose-driven hospitality company”, highlighting the brand’s resiliency. “Negligible scale is just noise!” We have found that there have been fundamental changes in the way Indians travel, and we have developed building forms that have been able to turn these changes into long-term demand and intentions to return. Connecting India through circuits and growing with operational discipline is the pattern of our expansions in the next 2-3 years”, added Lalvani.

The company’s plan is to figure out why people travel for things like health, spirituality, nature, and quick getaways, and then create circuits that link different experiences together.

Across 63 locations, including beaches, hills, animals, and pilgrimage circuits, Sterling now operates 3,800 keys. In order to speed up expansion while keeping capital discipline, the company is also using an asset-right, conversion-led model.

Rather than being marketing overlays, Lalvani characterised What-A-Trip and our circuit concept as ‘demand architecture’ tools. We don’t provide individual stays; instead, we craft itineraries that inspire return visits and lessen the impact of the seasons, as Lalvani pointed out.

With our asset-smart strategy, we were able to achieve conversions, which help set the velocity for the brands. However, our current focus is on the scale phase. Quickly adding essential personnel is certainly important, but so is expanding in a way that is risk-adjusted and owner-aligned so as to increase the portfolio’s resilience and long-term returns.

Success is defined for us as creating wealth for the owner, not simply maximisation of fees,’ he continued. Disciplined growth is essential for building a strong brand and ensuring long-term value.

In addition to using technology to improve operational efficiency and guest experience, the company maintains its focus on hiring locally and participating in the community.