Sterling Holidays will offer free travel insurance to its guests from January 1 in partnership with Digit Insurance, backed by Fairfax group. The insurance will be applicable for both members and non-members.

Speaking to mediapersons at the launch of the company’s new brand identity here today, Ramesh Ramanathan, Managing Director, said the initiative will cover all aspects of travel from departure to arrival including lost and misplaced luggage, accidents and tour cancellations. “It will be free initially for all our guests. But, we will have to take a call after that,” he added.

The brand, which was initially focussing on vacation ownership, is now getting equal business from members and non-members. The new brand logo is in part the reflection of that. “Travel market is changing where close to 65 per cent who travel are less than 35 years of age,” Ramanathan said.

The young population, though has more disposable income, is not keen on investing in vacation ownership model but on wider experience in terms of culture, food and adventure. The company has aligned its interest with the changing consumer preference by opening up its resort to non-members and offering various experiences. “We will also be launching a separate product for people over 55 years of age, where we see a good opportunity,” he added.

Sterling Holidays has 2,200 rooms in 30 locations. It plans to double its capacity to 4,500 in the next five years in 60 destinations. Ramanathan said: “But, we will go on an asset light model through management contracts.” The company is in talks with 8-10 agencies. It will expand to new locations like Odisha, Madhya Pradesh, Andhra Pradesh, Port Blair, Srinagar, Assam and Meghalaya. The company currently owns 250 acre parcel across India, which will be developed or monetised at a later stage based on need.

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