PRISM, the parent company of OYO, has expanded its premium hospitality portfolio in the UK by adding 40 hotels under its Sunday Hotels and Belvilla brands, strengthening its international premium presence ahead of its IPO.
The expansion includes 16 Sunday Hotels and 24 Belvilla properties, comprising heritage hotels and strategically located assets across key UK cities and regional markets. These properties will be refurbished to align with PRISM's premium hospitality standards.
Unlike OYO's asset-light budget hotel franchise model, PRISM operates its premium portfolio through leasehold and long-term management contracts, giving it greater control over customer experience and brand positioning.
The UK expansion forms part of PRISM's broader strategy to strengthen its premium footprint across Europe, the Middle East, and the United States, diversifying its revenue mix beyond India and budget accommodations.
The move reinforces PRISM's focus on scaling higher-margin hospitality brands as it prepares for its public listing, while capitalising on the recovery in international travel and premium hotel demand.
