4500+ Hotels, 174 Cities, 1.5Mn Room Nights. Largest branded hotel
chain in India. All in less than 3 years. Awesome. Superb. Hats off!
So what's next? OYO website says "... dream of becoming the world's
largest branded network of hotels." Great stuff to aspire for. The value
prop of standardized stay at an affordable price for "everyone" seems
to have struck a chord.
Some Facts
(from Wikipedia): Best Western (established 1946) has 4000 hotels, IHG
has 5K hotels, Marriott has 4K+, etc. The largest is Wyndham with 7.7K
rooms. Most other chains have significantly less number of properties,
especially at the higher end.
So, at this clip, OYO would be the largest hotel chain worldwide in next 2 years or less! Cool.
Couple of things, though. Firstly, in USA, large hotel chains with
standardized stays already exist in different categories. e.g. Best
Western, IHG, Hilton, Choice, etc. Not so sure about global markets, but
unlike India, the US market is definitely saturated. Secondly, most
chains have defined their market positioning very clearly. I think OYO
will need to look at both these things closely.
Lets discuss positioning further.
OYO website has 5 or more categories of hotels - ranging from Budget
to Elite. It seems odd to put all categories under a single brand name.
Its an interesting experiment but I am really skeptical that this would
work. Mental positioning would suffer, i.e. folks who are probably not
the target market would end up booking and then be disappointed with
their stay experience. This is probably the reason that if one looks at
the Tripadvisor ratings, in general the ratings are fairly poor. Why
would that happen? AC room, clean linens, breakfast, free-wifi, clean
washrooms and cable TV. At jaw dropping prices. What more can you ask
for (at that price)? Why then, aren't all the ratings 5-star? While its
true that in general the Tripadvisor ratings have a negative bias,
however, most "reasonably good" properties have a decreasing count of
ratings from 5 star to 1 star, leading to an overall 3+ rating.
Most hotel chains worldwide position different category of hotels
under different brands and deliver a different (yet consistent) customer
experience e.g. in decreasing order from Luxury to Budget:
Marriott: Ritz-Carlton, Marriott, Renaissance, Delta, Fairfield.
IHG: InterContinental, Crowne Plaza, Indigo, Holiday Inn, Holiday Inn Express, Candlewood Suites.
Best Western: Best Western Plus, Best Western Premier, Best Western. Taj: Taj, Vivanta, Gateway and Ginger.
Wyndham
Gruoup is particularly interesting since it owns multiple budget brands
Days Inn, Knights Inn, Microtel, Super 8 and Travelodge.
So why don't Best Western/Marriott/Taj call all their properties by the same brand name?
I think OYO should relook at their positioning and decide what they
want to be when they grow up. Are they really catering to "everyone"?
Wish them all success as they grow up to be the largest branded hotel chain
and have millions of satisfied customers.