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PRISM, the parent company of OYO, has expanded its premium hospitality business in the United Kingdom by adding 40 hotels under its Sunday Hotels and Belvilla brands. The move strengthens the company's premium presence across Europe, the Middle East and the United States, while increasing its footprint in one of its key international markets. The newly added properties include heritage hotels and business-focused assets that will be upgraded in phases. The expansion also aligns with the growing India-UK tourism corridor and supports PRISM's broader strategy of building a premium hospitality portfolio beyond its budget hotel business.
IPO-bound PRISM, the parent company of OYO, has expanded its premium hospitality portfolio in the United Kingdom with the addition of 40 hotels under its Sunday Hotels and Belvilla brands. The expansion is aimed at strengthening the company's premium hospitality presence across Europe, the Middle East and the United States, while further scaling its operations in the UK market.
The newly added portfolio comprises a mix of heritage properties and strategically located hotels across major cities and regional destinations. Unlike OYO's budget accommodation business, which primarily operates on a franchise model, PRISM directly manages its premium hospitality portfolio through leasehold and long-term management agreements.
The company said the expansion forms part of its strategy to redevelop legacy hotel assets into premium, experience-led properties while creating a scalable presence in the UK's premium hospitality segment. It added that the newly acquired hotels will undergo phased refurbishment to meet the design, service and operational standards of the Sunday Hotels brand.
Sunday Hotels, which serves as the flagship brand within PRISM's premium portfolio in the United Kingdom, has expanded steadily over the past two years and now operates 16 properties across England and Wales. 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 company's Belvilla brand has also strengthened its presence with a portfolio of 24 boutique hotels across the United Kingdom. These include Carlton Hotel in Bournemouth, Peckham Rooms Hotel and Church Street Hotel in London, Airport Stanley Hotel in Manchester, along with several other properties located in key leisure and business destinations.
PRISM said the hotels are supported by its technology platform developed in India and are positioned across important business and tourism markets. The portfolio includes both large-format hotels catering to meetings, incentives, conferences and exhibitions (MICE) tourism, as well as boutique heritage properties designed for leisure travellers.
Puneet Yadav, Country Head, UK, PRISM, said the company's expansion in the United Kingdom is closely aligned with the growing India-UK bilateral tourism corridor, reflecting increasing travel and hospitality demand between the two countries.
The expansion comes as PRISM continues to diversify beyond OYO's traditional budget accommodation business by strengthening its premium hospitality offerings in international markets. In Europe, the company also operates several full-service hospitality brands, including CheckMyGuest, DanCenter and Traum-Ferienwohnungen, expanding its presence across multiple travel and accommodation segments.
Source PTI
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