PRISM, the parent company of OYO, has announced the launch of CheckIn, a new premium value hotel collection aimed at reshaping India’s mid-market hospitality segment.
India’s Largest Premium Value Collection
Bringing together established brands like Townhouse Hotels, Clubhouse, Sunday Hotels, Belvilla, and Palette Hotels, CheckIn enters the market with over 1,300 hotels across India. This makes it the largest premium value chain in the country, targeting India’s rising middle class and aspirational travelers.
CheckIn promises a consistent, professional, and reliable guest experience across all properties. Each hotel will be managed by trained staff and partner management companies to maintain uniform quality. Guests can expect wholesome breakfast options, clean bedrooms, Kimirica Splash & Dash kits, and in-room entertainment beyond free Wi-Fi.
Brand Positioning
Within the portfolio, Townhouse Hotels will serve as the entry point, while Sunday Hotels will represent the premium tier, offering a range of options for different traveler profiles.
Founder’s Vision
Founded in 2012 by Ritesh Agarwal, PRISM began as a budget travel-tech startup and has grown into a global hospitality player with presence in 35 countries, serving over 100 million customers.
With CheckIn, PRISM intends to replicate OYO’s scale but with upgraded service and design standards, ensuring value-driven experiences for India’s new generation of travelers.
“CheckIn is our commitment to elevate premium value stays in India,” said Ritesh Agarwal, Founder & Group CEO of PRISM. “Just as OYO transformed the budget segment, CheckIn will set a new benchmark by combining scale, service, and thoughtful design.”
Final Take
As India’s travel market matures, CheckIn positions PRISM at the intersection of scale, affordability, and premium service, setting the stage for a new era in domestic hospitality.
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