The Sr0.95Ba0.05La2-xO4:xRE3+(RE = Eu,Er,Ce and Ho) phosphors are synthesized through high temperature solid-state reaction method at steps of 1000, 1100, 1200 °C. The impact of temperature on phase structures, functional group, luminescence properties and decay lifetime are investigated. The prepared Sr0.95Ba0.05La2-xO4 phosphors exhibit abundant luminescent properties with doping of different RE3+ ions under ultraviolet–visible and infrared excitation (980 nm) excitation. The Sr0.95Ba0.05La2-xO4:xEr3+ particles characterize red emission (4F9/2 → 4I15/2) through up-conversion emissions at 980 nm NIR irradiation. The chromaticity (CIE 1931) colour coordinates of the titled phosphors have also been evaluated. The merits of multicolor emissions in the visible region endow the synthesized material by UV irradiation reveals potential candidate in the field of light display systems, lasers and optoelectronic devices. •Sr0.95Ba0.05La2-xO4 (SBLO):RE3+ (RE = Eu,Er,Ce and Ho) phosphors have been synthesized.•SBLO:RE3+ crystalline size depends on the rare earth elements and temperature.•Efficient up and down-conversion photoluminescence has been observed in Er3+:SBLO phosphors.•Annealing effect is studied on structural and luminescence properties of phosphors.