OYO parent PRISM has announced the addition of 40 premium hotels in the United Kingdom under its Sunday Hotels and Belvilla brands.
OYO’s parent company, PRISM, on Tuesday announced the addition of 40 premium hotels in the United Kingdom under its Sunday Hotels and Belvilla brands, as the hospitality company accelerates its premium expansion strategy ahead of its proposed initial public offering (IPO).
The expansion is aimed at strengthening PRISM’s premium hospitality footprint across the UK while supporting its broader presence in Europe, West Asia and the United States. According to the company, the newly added properties have been secured through leasehold and long-term management agreements and are strategically located across key business and leisure destinations. The hotels will undergo phased refurbishments to align with Sunday Hotels’ design philosophy and service standards as PRISM continues transforming legacy properties into premium, experience-driven hospitality assets.
The announcement comes as PRISM continues its strategic shift from being primarily a budget accommodation platform to a global premium hospitality company. Over the past two years, the company has expanded its portfolio of full-service hospitality brands, reducing its dependence on the traditional budget hotel segment. Along with Sunday Hotels and Belvilla, PRISM also operates international hospitality brands including CheckMyGuest, DanCenter and Traum-Ferienwohnungen across Europe.
Sunday Hotels, the company’s flagship premium brand in the UK, currently operates 16 properties across England and Wales, while the Belvilla portfolio comprises 24 boutique hotels located across major cities, including London, Bournemouth and Manchester. The latest expansion is expected to further strengthen PRISM’s premium hospitality presence in one of its key international markets.
International operations have become the primary growth driver for the company. During the first nine months of FY26, overseas operations generated ₹5,814 crore, contributing nearly 83% of consolidated revenue, while India accounted for ₹1,126 crore, or around 16% of total revenue. Among international markets, the United States remained the largest contributor with revenue of ₹1,879 crore, representing nearly 27% of total revenue. The United Kingdom contributed ₹377 crore during the period, accounting for approximately 5.44% of consolidated revenue.
PRISM reported revenue of ₹6,940 crore during the first nine months of FY26, compared with ₹6,252 crore in the corresponding period last year. EBITDA rose sharply to ₹2,127 crore from ₹953 crore in the year-ago period, reflecting a 123% year-on-year increase driven by improved operating performance and higher contribution from international businesses.
The expansion announcement comes as the company prepares for its public market debut. PRISM recently filed its Updated Draft Red Herring Prospectus (UDRHP) with SEBI to raise ₹6,500 crore through a 100% fresh issue. According to the filing, ₹4,987 crore, or nearly 77% of the issue proceeds, will be utilised towards repayment or prepayment of outstanding borrowings, a move aimed at reducing debt and strengthening the company’s balance sheet ahead of the IPO.
In the unlisted market, PRISM (OYO) shares are currently trading at around ₹25 per share, valuing the company at an estimated market capitalisation of ₹33,631 crore. The latest expansion underscores the company’s focus on strengthening its premium hospitality business globally while improving profitability and preparing for its proposed listing.