How Airbnb, Oyo, Treebo are plotting brand journeys in a cluttered market

Oyo, the youngest in the list and India's most recent entry into the unicorn league has sub brands and has built a differentiated offering for different consumer groups.

From budget and premium budget hotels to hostels and home stays, travellers in India have never been so spoilt for choice. The sector that was once the domain of large legacy brands is now a bustling marketplace of small, young players that cater to an assorted mix of traveller needs and demands. But the question is how do brands differentiate themselves so as to offer a distinct value proposition and promise to consumers?

Every brand is finding its own way to mark its niche out. Oyo, the youngest in the list and India’s most recent entry into the unicorn league has