OYO the surprise move constitutes a great threat to the Whitbread's Premier Inn, because in the past few years, Premier Inn has always been the dominant force in the UK hotel market.

OYO is India's rapid development of the hybrid OTA hotel companies, it is expanding the market, and plans for the next 18 months in the UK 10 cities to open the hotel property.

According to Reuters, OYO will use the franchise and the marketing strategy, is expected to sign 300 independent hotels.

The expansion plan is the first time that OYO in the center of the southeast Asia region (in India, China, Malaysia and Nepal) business outside the expansion of the business.

OYO in London in the UK will be the first to open four hotel property, its in Manchester, Birmingham, Glasgow and Edinburgh have opened the hotel plan.By 2020, OYO planned to use the initial investment of $53 million (40 million pounds) employs 100 people, providing more than 5000 rooms.

OYO consolidator early is a guest room, but it soon became a hotel operator with the traditional light assets of similar enterprises.Its claim to be the world's largest digital hotel chain, and to be slightly different with the traditional hotel chain business model.

Founder and CEO of OYO Ritesh Agarwal said: "in recent years, the UK has been one of the most popular international tourist destination, and last year's global visitors number more than 19 million people.The vigorous development of the international and domestic tourism situation and economic industry to promote, in the UK for OYO offers opportunities for the development of billions of dollars.We are happy to be able to offer guests around Britain OYO economy, accessibility and quality of life experience and through technical and operational expertise to provide support to the monomer hoteliers, helping them to focus on customer experience, thus creating more sustainable income."

Threat to Premier Inn