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OYO: Creating Effective Spaces

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STRATEGIES OF OYO ROOMS - A CASE STUDY

Profile image of Dr.Rakesh Dani

SHODH SANCHAR BULLETIN

The research paper would be focusing on the essence of hospitality, as hospitality is the significant key use by hotel industry to exhibit their goodwill and concern towards the guest. The component which we will be showcasing through our research is the positive and the negative footprint branding image of OYO Rooms which they are maintaining for their online and offline booking. The overview of the research will be based upon the relationship between the guest and the staff of the OYO rooms which is also referred as known as OYO Hotels. Title of research was chosen on OYO Rooms owing to the fact that OYO Hotels are surprisingly unordinary it provides the safe space not only to the different categories of guest. They are known for their wonderful experience at a price it is impossible especially when it comes to family stay. The research work of author would also be discussing OYO hotels branding strategy and business models, they are offering for excellent customer service.

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OYO: A New Global Chain of Hotels Emerges ^ TB0577

OYO: A New Global Chain of Hotels Emerges

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OYO: A New Global Chain of Hotels Emerges ^ TB0577

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Publication Date: January 01, 2020

Source: Thunderbird School of Global Management

The case discusses the rise of a global chain of hotels that originated in India in 2015/16 and grew to become one of the top five leading hotel chains in the world in about four short years. The story of OYO's meteoric growth illustrates the power of technology to transform emerging markets and disrupt established industries. OYO represents a classic case of an organization that leveraged the fragmentation associated with emerging markets and used technology to bridge gaps across the value delivery model to offer a predictable customer experience. It believes a large part of the value it has created in India relies on its use of predictive analytics, big data analysis capabilities, and the integration of enterprise systems at variable scale to allow even the smallest of operators to be able to utilize valuable insights to take advantage of the boom in travel. Since its inception in India, where it has thoroughly dominated the industry landscape in terms of the number of hotel rooms it controls through its franchise/lease/manchise agreements, it has expanded into other emerging market countries such as Malaysia, Indonesia, UAE, Saudi Arabia, and China. It has been quite successful in these forays, barring some teething troubles that are typical of global expansion. However, as the case closes, the company had entered the developed markets of the UK, Japan, and had just arrived in the U.S., where it had made a large acquisition of a Hooter's hotel in Las Vegas, NV. The second round of expansion covering developed markets raises numerous questions regarding transportability of the model across two very different contexts, namely emerging markets, where the industry is fragmented, versus developed countries, where the industry is already dominated by famous brands.

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OYO Case Study

OYO Case Study: History, Valuation, Product, Services & Growth

Oyo Rooms (stylized as OYO), also known as Oyo Hotels & Homes, is an Indian hotel chain. It is one of the largest and fastest-growing hospitality chains of leased and franchised hotels, homes, and living spaces. Founded in 2013 by Ritesh Agarwal, OYO initially consisted mainly of budget hotels. The startup expanded globally with thousands of hotels, vacation homes, and millions of rooms in hundreds of cities in India.

HISTORY In 2012, Ritesh Agarwal launched Oravel Stays to enable listing and booking of budget accommodations. After undertaking months of research and staying in various bed and breakfast homes, guest houses, and small hotels across India, he pivoted Oravel to OYO in 2013.

OYO partners with hotels to give similar guest experiences across cities. Shortly after launching Oravel Stays, Ritesh Agarwal received a grant of $100,000 as part of the Thiel Fellowship from Peter Thiel. OYO currently has over 17,000 employees globally, of which approximately 8000 are in India and South Asia. OYO Hotels & Homes now identify as a full-fledged hotel chain that leases and franchises assets. The company claims to invest in CAPEX, GMs to oversee operations and customer experience as well as generating around a million job opportunities in India and South Asia alone. OYO has also set up 26 training institutes for hospitality enthusiasts across India.

VALUATION – The company is currently valued at $10 billion as per the last round of funding. – September 2018 – raised $1 billion, of which the RoC filing for the amount of $100 million raised from Star Virtue Investment Ltd. was made on 13 February 2019. – October 2019 – Series F funding of $1.5 billion led by SoftBank Group, Lightspeed Venture Partners, and Sequoia India. – Founder & CEO, Ritesh Agarwal, through RA Hospitality Holdings (Cayman) in 2019 signed a $2 billion primary and secondary management investment round, supported by global institutional banks and his financial partners, subject to regulatory and shareholder approvals. Lightspeed Venture Partners, and Sequoia India, OYO’s early supporters, are selling part of their holdings in order to help the founder increase his stake and thereby commitment while remaining invested significantly in the company’s long-term mission.

PRODUCT & SERVICES Oyo Rooms have a wide product portfolio that is updated from time to time to cater to the needs and demands of the various types of customers leading to product line stretch. It has also co-branded with various other service providers like Airtel for Wifi support, Ola for transport support, Biotique for in-room toiletries, Air Pegasus, PayPal, and Mobikwik for payments to increase its service base and for the comfort of the customers. It has multiple product lines with varying depths: – Hotel Budget Rooms Oyo Rooms partners with hotels with the aim of providing standardized services including free wi-fi and breakfast, flat-screen TVs, spotless white bed linen of a certain thread count, branded toiletries, 6-inch shower heads, a beverage tray, etc. These services are available in around 180+ cities in India and in Malaysia. Budget rooms according to their price range are divided into Standard, Premium, Elite rooms leading to the product depth of 3. – OYO Townhouse which is promoted as the neighborhood hotel is in the midscale segment targeted at millennial travelers. – OYO Home, which OYO claims is India’s maiden Home Management System that offers private homes in different locations and is fully managed by OYO. – OYO Vacation Homes identifies itself as the world’s 3rd largest vacation home brand with vacation rental management brands Belvilla, Danland, and DanCenter along with Germany-based Traum-Ferienwohnungen. – SilverKey launched in April 2018, caters to the needs of the corporate travelers undertaking business trips for a short or long duration. – Capital O offers hotel booking services. – Palette offers a perfectly curated staycation for those in search of an intuitive experience at competitive prices, an upper-end leisure resorts category. – Collection O offers to book and renting services to business travelers. – OYO LIFE, targeted at millennials and young professionals in search of fully managed homes on long-term rentals, at affordable prices.

GROWTH In its first year of operations, OYO clocked a revenue of Rs 32.86 crore and a steep loss of Rs 496.31 crore. By the end of FY 2018, its top line had scaled to Rs 415 crore while losses stood at Rs 360 crore. Year on year, OYO saw its revenues climb 245 percent while losses widened marginally from Rs 355 crore to Rs 360 crore. In its short life, OYO Hotels and Homes have been variously described as a hotel aggregator, an online travel agency (OTA), and even a Ponzi scheme with an unsustainable business model, but never a hotel chain. Today, OYO is India’s largest hotel chain with 173,000 rooms under management. It is also the world’s third-largest, with over half a million rooms over the 18,000 properties that it currently franchises and leases in 500 cities across 10 countries.

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COMMENTS

  1. OYO: A New Global Chain of Hotels Emerges

    Overview Included Materials Related The case discusses the rise of a global chain of hotels that originated in India in 2015/16 and grew to become one of the top five leading hotel chains in the world in about four short years.

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    Main Case Bestseller OYO: Creating Effective Spaces By: Das Narayandas, Sunil Gupta, Rachna Tahilyani, Mahima Rao-Kachroo Twenty-four-year old Ritesh Agarwal, founder and CEO of India-based online, hotel branding network OYO Rooms, has tackled the issue of unreliability in India's highly-fragmented budget hotel… Length: 27 page (s)

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  5. OYO: Creating Effective Spaces

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    "A game changing business model for hotel industry": Case study of Oyo Rooms. Research Article For National Conference 2020 Name of the Research Paper: "A Game Changing Business Model For Hotel Industry": Case Study Of Oyo Rooms. Author: Mr. Dhiraj Shingare Tilak Maharashtra Vidyapeeth, Pune Department of Hotel Management Abstract

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  13. OYO: Global Expansion

    By: Arpita Agnihotri, Saurabh Bhattacharya Between 2016 and 2019, the India-based budget hotel start-up Oravel Stays Private Limited (OYO) expanded into nine countries, including the United Kingdom and the United States. However, OYO faced… Length: 13 page (s) Publication Date: Oct 4, 2019 Discipline: Strategy Product #: W19572-PDF-ENG

  14. (PDF) STRATEGIES OF OYO ROOMS

    STRATEGIES OF OYO ROOMS - A CASE STUDY Dr.Rakesh Dani SHODH SANCHAR BULLETIN The research paper would be focusing on the essence of hospitality, as hospitality is the significant key use by hotel industry to exhibit their goodwill and concern towards the guest.

  15. OYO: A New Global Chain of Hotels Emerges

    Product Description. Publication Date: January 01, 2020. Source: Thunderbird School of Global Management. The case discusses the rise of a global chain of hotels that originated in India in 2015/16 and grew to become one of the top five leading hotel chains in the world in about four short years. The story of OYO's meteoric growth illustrates ...

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    1. CASE STUDY ON ORAVEL STAYS PVT LTD. (OYO ROOMS) By DEEPAK KUMAR GOUDA 17BSPJP01C027 (IBS JAIPUR) Under guidance of: DR. RAHUL SWAMI. 2. ABSTRACT "Journey of learning begins at the end of your comfort zone" very true as this is what I learned from my internship at Oyo Rooms where I worked under the guidance of Ms. Shephali Gupta (MM CEO ...

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    Oyo Rooms (stylized as OYO), also known as Oyo Hotels & Homes, is an Indian hotel chain. It is one of the largest and fastest-growing hospitality chains of leased and franchised hotels, homes, and living spaces. Founded in 2013 by Ritesh Agarwal, OYO initially consisted mainly of budget hotels. The startup expanded globally with thousands of ...

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