Sterling Holidays pioneered vacation ownership in India in 1986. However in the new millennium, they were losing out to market leader Club Mahindra in terms of both price and imagery. Tailor came on board in December 2011 and helped the brand focus on the emotions of a family holiday. By September 2012, Sterling Holidays had started attracting higher profile customers and the membership EMI went up by almost 65%. All this, while the rest of the world was still in recession and postponing expenditure on vacations.