Mahindra, Sterling reinvent brands to counter competition from homestay

Two major holiday timeshare brands reposition themselves to counter growing competition from homestay, vacation rentals platforms

As Indian travelers get more experimental with their destinations and more demanding with their expectations, two of the oldest timeshare companies are reinventing themselves. Mahindra Holidays and Resorts and the Thomas Cook-owned Sterling Holidays are packing in a stack of experiences to bulk up their core offering that used to be just an apartment to get away from the madding crowd. The companies say that they are adapting to the needs of the millennial travelers; what is unsaid is that the pressure from a rapidly expanding box of travel options, from budget hotels, vacation rentals companies such as Airbnb, Oyo