New Delhi: Sterling Holiday Resorts on Friday announced the opening of Sterling Saryu Ayodhya, marking its second hotel in Ayodhya and reinforcing its destination-led growth strategy in one of India’s fastest-growing pilgrimage hubs.
The launch comes as Ayodhya sees a sharp rise in visitor movement, aided by upgraded infrastructure and better connectivity. Sterling said demand is increasingly being driven by multi-generational families, senior travellers and group tours—segments that prioritise reliability, comfort and proximity during peak seasons.
Inspired by the city’s spiritual identity and named after the sacred River Saryu, the new property positions itself as a restful retreat for faith-led journeys. The resort offers Cocoon Rooms and Junior Suites, an all-day vegetarian dining option—The Saryu Café—and common areas designed for group travel and family gatherings. It is located within convenient reach of key temples, ghats and transport hubs, the company said.
“Ayodhya is a defining chapter in India’s pilgrimage landscape—where faith-led travel is being shaped by stronger infrastructure and rising demand,” said Vikram Lalvani, managing director and CEO, Sterling Holiday Resorts. With the second resort in the city, Sterling is “deepening destination depth” to deliver comfort and reliability, he added.
Partner Rishi Uppal, director at Kalyan KK Hotels India, said organised, comfort-led hospitality is seeing rapid uptake in Ayodhya, and Sterling’s operating experience in heritage and pilgrimage destinations made it a natural partner.
Sterling also flagged the property’s role as a base for extended North India circuits, with road-and-rail access to hubs such as Lucknow, Prayagraj and Varanasi, enabling travellers to anchor multi-city itineraries around Ayodhya.
Sterling Holiday Resorts has a portfolio spanning 58 destinations and over 3,700 operational keys, and operates as a 100% subsidiary of Thomas Cook (India), part of Fairfax Financial Holdings. The Ayodhya addition underscores the group’s push to scale in high-intent spiritual and heritage tourism corridors as domestic travel demand broadens beyond leisure hotspots