India-based hotel chain company OYO Hotels aims to shake up Britain's budget accommodation market with a franchising and marketing strategy to sign up 300 independent hotels before 2020.
Marking its first expansion outside Asia, OYO Hotels said that it planned to invest to invest 40 million pounds ($52.5 million) to launch in 10 British cities in the next 18 months via a smartphone-based service for franchise owners and guests.
The company noted that it will select hotels from among Britain's 35,000 to 40,000 independent operators, offering redesign, property management and marketing to help them compete. It aims to build out the UK team by hiring an additional 100 employees across the country.
OYO Hotels' initial investment will launch in cities across the UK including London, Manchester, Birmingham and Edinburgh and would launch its first two hotels in the London districts of Edgware and Ilford next month.