Strategic Expansion Update
Sterling Holiday Resorts Limited, a wholly owned subsidiary of Thomas Cook (India) Limited, has announced the opening of Sterling Varanasi, marking its entry into one of India's most significant spiritual destinations. This development is part of the company's strategy to deepen its presence in spiritual tourism.
Property Details
- Location: Near Sankat Mochan Hanuman Temple, Varanasi
- Room Inventory: 33 contemporary rooms, including Premier Rooms with balconies offering views of Kashi
- Key Features: Convenient access to Assi Ghat, Shri Kashi Vishwanath Temple, Banaras Hindu University, and the ghats of the Ganges
Facilities and Amenities
- RASA KASHI: A vegetarian restaurant drawing inspiration from Varanasi's food traditions while offering a wider menu for contemporary travelers
- KASHI REGALIA: A partially covered glass-roof venue on the fifth floor with 180-degree views across Varanasi, designed for intimate celebrations, family gatherings, and special occasions
Strategic Context
This opening strengthens Sterling's network across India's high-intent spiritual destinations, which already includes Ayodhya, Haridwar, Rishikesh, Guruvayur, Tiruvannamalai, Pushkar, Madurai, and Puri. The company identifies faith-led journeys as increasingly intersecting with family travel, culture, cuisine, heritage, and discovery, with travelers seeking greater comfort, reliability, and quality hospitality.
Management Commentary
Vikram Lalvani, Managing Director & CEO, Sterling Holiday Resorts (SHRL): "Our strategy is to understand why India travels and build around those reasons. Spiritual travel has always been one of India's most enduring travel motivations; what is changing is the traveler and the experience around the journey. In Varanasi, the reason to travel may begin with faith, but the journey can extend into family, culture, cuisine, history, and discovery. Our role is to make that experience more comfortable, reliable, and meaningful."
Mr. Arya Vishwajeet Singh, Aditi Group, Owner of Sterling Varanasi: "Our vision was to create a contemporary hospitality address that understands why people come to Varanasi and makes that journey easier and more comfortable. Sterling brings the brand reach, operating expertise, and distribution strength to establish the property as a trusted hospitality address in the city."
Corporate Background
Sterling Holiday Resorts Limited is a leading hospitality company in India with a portfolio in more than 67 unique destinations and over 3,900 keys operational. The company is a 100% independently managed subsidiary of Thomas Cook (India) Limited and part of Fairfax Financial Holdings Limited.