PRISM, the parent company of OYO, has expanded its premium hotel presence in the United Kingdom by adding 40 properties under its Sunday Hotels and Belvilla brands. The move broadens the group’s higher-end portfolio as it continues to grow in an important overseas market.
According to the announcement, the latest additions include a mix of heritage hotels and other well-positioned properties spread across major urban centers and regional destinations. That suggests PRISM is targeting both city demand and wider domestic travel flows rather than focusing on a single type of location.
The expansion also highlights the company’s push to strengthen its premium offering in the UK, where brand positioning and location quality can play a major role in occupancy and pricing. By using both Sunday Hotels and Belvilla, PRISM appears to be widening its appeal across different premium stay formats.
The development comes as IPO-bound PRISM continues to build scale and visibility in global markets. Adding 40 premium hotels in the UK gives the group a larger footprint in one of Europe’s key hospitality markets while reinforcing its strategy beyond OYO’s core budget and mid-market segments.
