Thomas Cook (India) Limited announced that its wholly owned subsidiary, Sterling Holiday Resorts Limited, has entered the spiritual tourism market in Varanasi with the opening of Sterling Varanasi. The new property adds a key destination to the company's growing network of faith-based travel locations.

The 33-room hotel is located near the Sankat Mochan Hanuman Temple, providing guests with convenient access to major landmarks such as Assi Ghat, Shri Kashi Vishwanath Temple, and Banaras Hindu University. This strategic location aims to cater to travellers seeking a well-connected base for experiencing Kashi.

Strengthening the spiritual portfolio

This opening reinforces Sterling's presence in destinations where spirituality drives travel decisions. The brand already operates in Ayodhya, Haridwar, Rishikesh, Guruvayur, Tiruvannamalai, Pushkar, Madurai, and Puri. Varanasi joins this list as a significant addition to the company's destination-led growth strategy.

Vikram Lalvani, Managing Director and CEO of Sterling Holiday Resorts, stated that the strategy focuses on understanding why India travels. He noted that while faith initiates the journey, the experience often extends to family, culture, cuisine, and history. The goal is to make these journeys more comfortable and reliable.

Property features and amenities

Sterling Varanasi offers contemporary accommodations, including Premier Rooms with balconies overlooking Kashi. Key facilities include:

• RASA KASHI: A vegetarian restaurant inspired by local food traditions, offering a wider menu for contemporary travellers.
• KASHI REGALIA: A partially covered glass-roof venue on the fifth floor with 180-degree views, designed for intimate celebrations and family gatherings.

Guests can engage with local rhythms through early-morning boat journeys on the Ganges, evening Ganga Aarti, temple visits, and explorations of Sarnath and local craft traditions.

Strategic context

The entry into Varanasi advances Sterling's Destination Architect strategy, which builds its network around travel motivations rather than conventional categories. Arya Vishwajeet Singh, Owner of Sterling Varanasi from Aditi Group, highlighted that Sterling brings brand reach, operating expertise, and distribution strength to establish the property as a trusted hospitality address.

Sterling Holiday Resorts Limited operates over 3,900 keys across more than 67 unique destinations in India. It remains a 100% independently managed subsidiary of Thomas Cook (India) Limited and is part of Fairfax Financial Holdings Limited.

Thomas Cook (India) Limited announced that its wholly owned subsidiary, Sterling Holiday Resorts Limited, has opened a new hotel in Agra. The launch strengthens the company's presence in the Golden Triangle travel circuit and targets high-intent leisure and business travellers.

The new property, named Sterling Regalia Agra, is situated just 1.4 km from the Taj Mahal. It features 36 contemporary rooms, a multi-cuisine diner, versatile event spaces, and leisure facilities designed for couples, families, and business travellers. The hotel aims to provide guests with a comfortable base to explore Agra’s heritage, cuisine, and craftsmanship beyond the iconic monument.

Strategic positioning in the Golden Triangle

Vikram Lalvani, Managing Director and CEO of Sterling Holiday Resorts, described the opening as an opportunity to deepen traveller engagement in established destinations. He noted that while the Taj Mahal drives initial visits, the hospitality opportunity lies in encouraging longer stays and deeper exploration of the city.

The location within the Delhi-Agra-Jaipur circuit allows Sterling to participate in a high-intent travel corridor. This aligns with the company's Destination Architect strategy, which focuses on building journeys across destinations rather than isolated stays.

Property features and amenities

Sterling Regalia Agra distinguishes itself with specific amenities designed to enhance the guest experience:

• Fourth-floor swimming pool: Offers views towards the Taj Mahal, providing an unusual perspective on the monument.
• Top-floor deck: An intimate setting for private celebrations against the backdrop of Agra.
• Regalia Spices restaurant: A 40-cover lobby-level diner serving Awadhi, Mughlai, Braj, and international cuisines with buffet and à la carte options.

Capt. Brijesh Yadav and Dr. Rekha Yadav, owners of Taj Regalia, stated that the vision was to create an address with its own character, leveraging Sterling’s hospitality expertise to ensure guests remember the experience rather than just the proximity to the landmark.

Portfolio expansion

This addition reinforces Sterling Holiday Resorts' portfolio, which currently spans more than 67 unique destinations with over 3,900 keys operational. The company operates as a 100% independently managed subsidiary of Thomas Cook (India) Limited and is part of Fairfax Financial Holdings Limited.