Mahindra Holidays unveils luxury expansion plan! Club Mahindra rebrands as ‘Club M’, 10,000 key target by FY30!

The company said it will accelerate resort inventory additions with a target of reaching 10,000 keys by FY30, supported by a renewed focus on upgrading member experience and premiumising its existing portfolio. As part of this shift, the flagship Club Mahindra brand will undergo a complete identity refresh and be relaunched as Club M.

MHRIL has also announced Keystone, a new privileged-access membership programme designed to offer premium benefits including concierge support and flexible membership structures.

The company is simultaneously entering the luxury leisure hospitality market with the launch of Mahindra Signature Resorts, a new high-end brand that will cater to affluent families seeking sophisticated, immersive holiday experiences. Mahindra Holidays plans to scale this luxury label to 2,000 keys by FY30.

Manoj Bhat, MD & CEO, Mahindra Holidays said, "For almost three decades, Mahindra Holidays has shaped how Indian families holiday, which gives us a competitive edge. The demand for experiential holidays is rising swiftly due to increasing affluence.

"We recognize that family extends beyond the traditional sense to encompass meaningful connections and shared experiences. Hence, we are embarking on our two-brand strategy, to gain a leadership position in the leisure market."

Founded on a vacation ownership model, Mahindra Holidays offers long-tenure memberships alongside products such as Bliss, Go Zest and Club Mahindra Fundays for corporates.

As of September 30, 2025, the company operates 118 resorts across India and overseas. Its European subsidiary, Holiday Club Resorts Oy, manages 33 timeshare properties including nine spa resorts across Finland, Sweden and Spain.