OYO Rooms has secured distribution deals in place with every major online travel agency around the world.
The India-based company, with hundreds of million of dollars in funding, is now openly claiming its position as the "sixth largest hotel chain operator in the world," in its bid to sit alongside the mega groups providing so-called traditional hospitality.
Part of the strategy to support its growth has been to sign a string of distribution deals with major online travel agencies.
The latest is Ctrip, signed in recent weeks, which will feature OYO's China-based content on the OTA.
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It follows other deals with the likes of HotelBeds Group (announced in April) and its most recent financial backer, Airbnb, following the home-sharing giant's undisclosed participation in OYO's $1 billion Series E round in September 2018.
OYO says it now has strategic partnerships in place with MakeMyTrip, Expedia, Booking.com and a number of other large intermediaries.
The distribution strategy is not one that restricts some properties to a direct-only model, with OYO confirming that it currently has all its properties listed on partner OTAs.
The model illustrates a maturing of the overall business (as well as its recent move to move in on the European market its acquisition of European rental brand @Leisure Group for €360 million) and is a far cry from its earlier days when it struggled to co-exist with some OTAs.
In 2015, OYO found itself in a very public falling out with MakeMyTrip.
In November of that year, India's largest OTA said that it would stop listing branded-budget accommodation on its site and was launching a similar product of its own, known as Value Stays.
At the time, MakeMyTrip explained that "the feedback [about the budget brands] is not positive" and suggested that OYO and fellow budget accommodation provider ZO had expanded too quickly.
Countering the move, OYO's chief growth officer, Kavikrut, claimed that only 10%-15% of its bookings were coming through OTAs.
The pair later patched up their differences.
Now, an OYO official says: "Their [OTAs] global footprints and access to local communities open up new opportunities for OYO Hotels & Homes to strengthen our reach and help us grow while staying true to our core value proposition.
"For OTAs, OYO Hotels & Homes enable them to offer their customers a wide variety of good quality accommodation choices, that come at an affordable price. We’re excited by the possibilities of these mutually beneficial relationships."