OYO will remain the company’s consumer brand, while PRISM will serve as the corporate brand overseeing growth across 35-plus countries, the company said in a statement.
“Over 6,000 brilliant ideas came through and after careful consideration, one name shone above the rest: PRISM. PRISM isn’t just a name—it’s the evolution of everything we stand for,” wrote Ritesh Agarwal, founder and Group CEO of PRISM, on X. “From the trusted stays that OYO helped introduce, to a spectrum of experiences and spaces built for the future. It’s a community of Lightkeepers, urban innovators on a mission to solve the toughest challenges of city living—lighting the way in every aspect of life.”
Founded in 2012 by Ritesh Agarwal, OYO has since grown into a hospitality and travel-tech network with more than 100 million customers in 35-plus countries, the statement said. Its portfolio includes budget hotels under OYO, premium brands such as Townhouse, Sunday and Palette, vacation homes through Belvilla and DanCenter, extended stay residences under Studio 6 and workspace and event services via Innov8 and Weddingz.in.
Press Trust of India recently reported that OYO plans to file its Draft Red Herring Prospectus in November for a $7 to 8 billion IPO.
U.S. expansion
The company continues its franchise growth in the U.S., planning to add more than 150 hotels under Motel 6 and Studio 6 in 2025, the statement said. It also announced a $10 million marketing investment to drive customer adoption and expand website and My6 app capabilities.
Moreover, OYO also added more than 150 hotels to its U.S. portfolio in the first half of 2025 and plans to add 150 more by year-end.
OYO US operates OYO Times Square in Midtown Manhattan, near Times Square and Broadway. In Las Vegas, it operates OYO Hotel & Casino Las Vegas close to the Strip with access to entertainment and casinos.
Agarwal and G6 Hospitality CEO Sonal Sinha previously spoke with Asian Hospitality on leadership and success.
Partners welcome rebranding
The name PRISM was chosen through a global competition with more than 6,000 submissions and will now serve as the corporate identity for its portfolio. The rebrand highlights the group’s focus on technology and premium offerings.
“The transition to PRISM marks the establishment of a future-ready corporate architecture designed to align our expanding portfolio with our long-term vision,” Agarwal said “PRISM is powered by a strong technology engine, deeper investment in data science and AI and a commitment to helping our partners grow profitably while delighting customers worldwide.”
Partners also welcomed the move, noting the company’s role in helping independent hoteliers and asset owners scale.
“Over the past seven years with OYO, now PRISM, I’ve expanded from a single property to 18 hotels. The partnership has been transformative—the team’s support and expertise have driven consistent growth,” said Ramu Nayudu, owner of Hyderabad-based SV Hotels Group.
Sam Patel, Founder & CEO of Natson Hotel Group, said he has been part of G6 and PRISM for more than 20 years.
“While I own hotels with multiple other brands, more than 60 percent of my total portfolio is with G6 Hospitality,” he said. “I am excited for this new journey with PRISM and all the opportunities it will bring for asset owners in the U.S. and worldwide.”
