OYO’s parent company, PRISM, has introduced a new app called CheckIn, aimed squarely at the premium and luxury segment of stays. The move marks a strategic push by the company to differentiate between its mass-market offerings and higher-end accommodations, delivering upgraded experiences through curated brands. While the regular OYO app will continue to serve budget- and value-oriented travellers, CheckIn aims to become the go-to platform for travellers seeking elevated stays and more design, comfort, and service.
What Is CheckIn & What It Offers
- Premium Brands Under One Roof: The CheckIn app will feature premium hotels, homes, and experiences under PRISM’s portfolio including Sunday Hotels, Clubhouse, Palette Hotels, Townhouse Hotels, and European holiday homes like Belvilla, CheckMyGuest, Dancenter, among others.
- Quality & Consistency Promise: Every property on CheckIn will adhere to stricter benchmarked standards—professionally managed, trained staff, “wholesome breakfast,” clean rooms, elevated amenities (such as “Kimirica Splash & Dash kits”), and entertainment beyond just free Wi-Fi
- Pilot & Availability: The app was piloted for about three months in India on both Android (Play Store) and iOS (App Store). Destinations currently available for booking span Indian cities and international hotspots like London, Dubai, and Bali.
- Where It Fits With OYO: OYO’s original app will continue targeting budget- and value-conscious customers. CheckIn is meant for travellers who want “experience-led” stays, design-driven and premium services.
Why This Move Matters
- Market Segmentation & Brand Clarity
By carving out the premium segment into its own app/vertical, PRISM can tailor offerings, marketing, tech experience, and service levels more precisely rather than having one app trying to serve very different traveller profiles. - Responding to Demand Trends
Data suggests a significant portion of OYO users (about 55%) prefer higher-quality, design-focused stays when travelling. The CheckIn app caters to that rising demand. - Global Expansion & Premiumization
With the inclusion of European holiday homes and international hotel markets, PRISM is signalling that CheckIn is part of a push to increase OYO’s premium footprint globally. - Competitive Pressure & Differentiation
Hospitality / travel platforms (both domestic and global) are increasingly competing in higher-end stays and holiday homes. Having a dedicated premium app helps OYO/PRISM stand out among peers.
Rollout & Future Plans
- Initial Rollout: Starting in India, with premium properties in multiple Indian cities plus international locations already live.
- Global Rollout: The company plans to expand the app’s availability beyond India in upcoming months.
- Premium Brand Expansion: Meanwhile, Sunday Hotels is also expanding, with plans to add more upscale properties (4-star, 5-star) in both metro and non-metro / tourist destination cities. Business Standard
Possible Challenges
- Maintaining consistent quality across a large and diverse portfolio (India + international) can be hard. Service and amenity standards need tight monitoring.
- Pricing premium stays competitively while justifying the higher cost through actual service/experience will be key.
- User adoption: convincing existing users to move from the OYO app or pay more for premium offerings may require strong value propositions.
- Operational costs (staff, management, maintenance) for premium properties are higher; margins may be pressured if occupancy or customer ratings suffer.
Conclusion
The launch of CheckIn by PRISM — OYO’s parent — is a well-timed and strategic move. For a company best known for affordable stays, this is its push up the value chain, aiming to capture customers who want more comfort, design and experience. If executed well, CheckIn can help OYO diversify, improve brand equity in the premium segment, and enhance revenue by tapping into the aspirational traveller market.
