Oyo’s Parent Prism Plans to Expand Premium Brand Sunday with 40 New Hotels

IPO-bound Prism, the parent company of Oyo, is stepping up efforts to strengthen its premium hospitality portfolio. The firm’s upscale brand, Sunday Hotels, is set to add 40 new properties this financial year, covering 4-star and 5-star categories. 

The move underscores Prism’s strategy to capture both urban and tourism-driven markets, as it eyes growth ahead of its public listing.

Target Markets and Expansion Strategy

Sunday Hotels’ upcoming portfolio will be a blend of properties in metro hubs and tier-II or tier-III cities, with an added focus on popular tourist circuits. Locations near wildlife sanctuaries and religious destinations have been earmarked to attract a diverse set of travellers.

Gujarat, Uttar Pradesh, and Rajasthan are expected to be major growth drivers, together accounting for over 40% of new additions in FY26. Alongside this, the brand is engaging with hotel owners in Mumbai, Hyderabad, Chennai, Bengaluru, Kolkata, and Raipur to expand its footprint in both mature and emerging markets.

Business Model and Growth Outlook

As per news reports, Aditya Sharma, Business Head of Sunday Hotels and Resorts, said the brand “Sunday blends global hospitality expertise with localised operations and cutting-edge technology, creating a flexible and profitable model for both seasoned hotel owners and entrepreneurs across India.”

Read More: Oyo to Consider 1:1 Bonus Issue as Unlisted Shares Surge Ahead of IPO!

Conclusion

With 40 new properties in the pipeline, Sunday Hotels is set to play a central role in Prism’s growth journey as it prepares for its IPO. By balancing presence across metros, smaller cities, and tourist hotspots, the brand aims to capture a wide market segment and strengthen its position in India’s premium hotel landscape.

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