PRISM, the parent company of OYO, is expanding its premium hospitality presence in the United Kingdom with the addition of 40 hotels. The new properties will operate under the Sunday Hotels and Belvilla brands, highlighting the group’s focus on growing beyond its core budget accommodation image.
The move points to a stronger push into the premium segment as PRISM broadens its international footprint. By increasing its hotel count in the UK, the company appears to be targeting a key overseas market while building visibility for its higher-end offerings.
The expansion also comes as PRISM prepares for an initial public offering, making the UK rollout a notable part of its broader growth story. Adding more hotels under established brands can help demonstrate scale, brand diversification and international ambition ahead of a public market debut.
For the wider hospitality sector, the development shows continued interest in premium travel and stay options in the UK. For PRISM, the latest additions under Sunday Hotels and Belvilla underline a strategy centered on strengthening its portfolio in important global markets.
