Belvilla by OYO Son Set [Credit: Belvilla by OYO]

OYO extends Belvilla brand footprint into the UK

UK: Softbank-backed Indian hospitality chain OYO is extending the footprint of its premium home rental brand Belvilla by launching Belvilla by OYO in the UK.

To achieve its expansion goals, OYO has partnered with high-end apartment rental management company SOJO, enabling Belvilla to offer a “curated collection of homes in prime locations across London, Milton Keynes, Birmingham, Sheffield, and Leeds”. SOJO operates more than 250 apartments in those cities, as well as properties in Manchester, the counties of Suffolk and Berkshire, and South West England.

Initially part of the @Leisure Group from 2007, the Belvilla brand came under OYO ownership in 2019 when OYO bought the Dutch firm and created its OYO Vacation Homes division.

Meanwhile, OYO first announced its launch in the UK in September 2018, including a plan to invest £40 million in the country and establishing itself in ten cities, partnering with budget hotels to grow its franchise model.

In October last year, the Indian hospitality chain launched Managed by OYO in the UK with plans to add 20 hotels across the country.

OYO currently manages more than 50,000 vacation homes in 20+ European countries, including in France, Germany, Spain, Italy, the Netherlands, Belgium and Austria. This increased following the acquisition of Croatian vacation rental franchise agency Direct Booker for $5.5 million in May 2022 and Nordic-based holiday home operator Bornholmske Feriehuse three months later.

Gautam Swaroop, CEO of OYO Vacation Homes, previously said that the company wanted to achieve the target of managing 500 Belvilla vacation rental homes by the end of this year, shortly after Belvilla by OYO entered the Asian market, specifically in Indonesia.

Another of OYO’s Vacation Homes brands, Dancenter, is also planning significant expansion this year. The brand has announced that it aims to invest DKK 350 million in its native Denmark over the next five years, as well as injecting €120,000 in Faroese operator Vert [formerly known as Ognartænastan] to support its expansion efforts.

Be in the know.

Subscribe to our newsletter »