OYO parent PRISM expands UK premium portfolio with 40 hotels ahead of IPO

IPO-bound PRISM, the parent entity of OYO, is expanding its premium hospitality business in the United Kingdom by adding 40 hotels under its Sunday Hotels and Belvilla brands, marking its latest push to strengthen its presence in key international markets.

The newly added portfolio spans a mix of heritage hotels and strategically located properties across major cities and regional destinations in the UK. Unlike OYO's asset-light budget accommodation business, which largely operates on a franchise model, PRISM directly manages its premium portfolio through leasehold and long-term management agreements.

The move is aimed at expanding PRISM's premium footprint across Europe, the Middle East and the United States while repositioning legacy assets into higher-end hospitality offerings.


The expansion comes as IPO-bound PRISM, the parent entity of OYO, sharpens its focus on building a global premium hospitality business beyond its core budget accommodation segment. The company has been growing its international premium brands while leveraging technology developed in India, as it prepares for a public listing and seeks to diversify revenue beyond economy hotels.

The company said the newly added properties will undergo phased refurbishments to bring them in line with Sunday Hotels' design, service and guest experience standards.

Sunday Hotels, PRISM's flagship premium brand in the UK, has grown to 16 properties across England and Wales over the past two years. Its portfolio includes Bristol Grand Hotel by Sunday, The Lansbury Heritage in London, Exeter Rougemont Hotel by Sunday, Holland House Hotel in Cardiff, Sunday London Staines upon Thames, Winchester Wessex Hotel and Atlantic Tower Hotel.

The Belvilla brand now comprises 24 boutique hotels across the UK, including Carlton Hotel in Bournemouth, Peckham Rooms Hotel and Church Street Hotel in London, and Airport Stanley Hotel in Manchester, among others.

According to the company, the hotels are powered by PRISM's India-built technology platform and are located across key business and leisure destinations. The portfolio includes large-format hotels catering to meetings, incentives, conferences and exhibitions (MICE) tourism, alongside boutique heritage properties.

"The expansion is part of PRISM's strategy to transform legacy properties into premium, experience-driven offerings while building a strong and scalable presence in the UK's premium hospitality market," the company said.

Puneet Yadav, Country Head, UK, PRISM, said the expansion is closely aligned with the growing India-UK tourism corridor. Besides Sunday Hotels and Belvilla, PRISM also operates full-service hospitality brands such as CheckMyGuest, DanCenter and Traum-Ferienwohnungen across Europe.

(With inputs from PTI)