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All of Oyo's Brands Explained - New Skift Research - Skift PDF
All of Oyo's Brands Explained - New Skift Research - Skift PDF
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Rooms, Hotels
O
yo’s multi-brand strategy speaks to its ambition
to expand out of the budget category it started
Skift
in. For now most of these brands are
Take
concentrated in India, which serves as a test market for
Oyo. It will be interesting to watch how these regional
offerings fare and evolve to fit into foreign markets.
— Seth Borko
In our latest report, Skift Research takes a deep dive into one of the most exciting
and divisive companies in travel today, Oyo Hotels and Homes.
The core promise Oyo makes to consumers as a hotel brand is quality and
affordable rooms. Its first product and the one it is best known for is Oyo Rooms,
sometimes called Oyo Hotels, its budget hotel offering. But as the company has
grown, it has expanded to pursue a multi-branded strategy.
This multi-brand strategy lets Oyo expand its addressable market beyond budget,
into, for example midscale offerings. It also puts Oyo in a position to deepen its
relationship with existing clients across different modes of travel such as when they
travel for business rather than for leisure.
Oyo has also expanded its portfolio to include apartments and vacation homes,
following a company mandate to grow beyond offering traditional
accommodations.
Below we explain all of Oyo’s brands with their respective global footprints, the
company’s official positioning, and our own Skift take. We also delve into how Oyo
signs up new hoteliers and what those property owners pay to be a part of Oyo’s
brand. We should note, given how fast Oyo can evolve, all of this is our
understanding of the brand as of October 2019.
Traditional Hospitality
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Global Footprint: The core brand, available markets all of Oyo’s global markets. We
estimate 15,000-plus properties.
Oyo Take: “Oyo Hotels (earlier known as Oyo Rooms) offer super affordable stays at
the best locations while assuring quality and the amenities that matter.”
Skift Take: These are your basic Oyo hotel rooms, the ones that started it all.
Budget accommodations but that promise to offer much better Wi-Fi and
aesthetically pleasing design. While they may vary from country to country, a
number of the existing U.S. hotels in Oyo’s portfolio, as an example, were formerly
branded by Motel 6 and Howard Johnson.
OYO Townhouse
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Capital O
SilverKey
Palette Resorts
Collection O
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Others
Travelers looking to book a stay with Oyo may notice brands, such as Flagship,
Premium, and Spot On, that Oyo does not recognize as core brands. They are
effectively slight variations on the Oyo Hotels core product either tweaked slightly
more upscale (Flagship, Premium) or more budget (Spot On).
Alternative Accommodations
But supply acquisition in the short-term rental market is painstaking work and
Wann, with Oyo’s backing, with has ambitious expansion plans. To grow the
business, Oyo has committed to hiring 1,000 new employees in Europe by 2020.
Many will go towards signing on new properties because Wann says that at the end
of the day he needs “feet on the street” to expand in this fragmented and localized
industry.
Secondly, Wann said that there are significant revenue synergies to be gained from
this merger, pointing to the boost he sees coming from applying Oyo’s revenue
management abilities to vacation rentals. He wants to be one of the first vacation
home manager to apply this technology at scale. Wann tells us that Oyo vacation
homes is taking, “the tactics, tools, behaviors that Oyo very successfully applies on
the hotel side… and applying them on the home side now as well.”
Furthering this initiative was the thinking behind Oyo’s follow-up purchase of
short-term rental revenue management software provider Danamica just last
month. Wann says that even after a few months, revenue management gains are
already showing up in his business and that, “the results are revenue growth that is
North of everything that we’ve actually ever seen in this company [before].”
The goal at the end of the day, says Wann, is “to become the largest vacation rental
company in the world.”
OYO LIFE
Global Footprint: India and Japan
Oyo Take: “Targeted at millennials and young professionals in search of fully
managed homes on long-term rentals, at affordable prices. Under this category,
Oyo offers an end-to-end managed, comfortable, high-quality living experience
that eliminates the hassles of finding, accessing and managing everyday housing.”
Skift Take: This is effectively a move into renting out fully-managed apartments. In
a best case, this is a shift into an exciting new category that several other startups,
both in the U.S. and elsewhere, are trying to crack. We see the potential, but it also
is oddly reminiscent of fellow SoftBank-backed startup, WeWork’s move into
WeLive, which hasn’t lived up to its potential, and may prove to be a distraction
from the core offering.
This is the latest in a series of research reports, analyst sessions, and data sheets
aimed at analyzing the fault lines of disruption in travel. These reports are intended
for the busy travel industry decision-maker. Tap into the opinions and insights of
our seasoned network of staffers and contributors. Over 200 hours of desk research,
data collection, and/or analysis goes into each report.
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CORRECTION: This story has been updated to clarify that Oyo Vacation Homes’
global footprint of 46,000 properties are fully managed by the company. In
addition to these properties, it also operates an advertising platform with vacation
home listings that Oyo does not manage under the Traum-Ferienwohnungen
Brand. Traum-Ferienwohnungen has 80,000-plus ad listings.
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