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Sustaining Growth in the Hospitality Industry - Analyzing OYO?s Marketing Strategies for Customer Acquisition and Retention
Subject area: Management and Commerce · Area of research: Marketing
Abstract
The hospitality industry has witnessed significant disruption with the emergence of budget hotel aggregators like OYO. This research paper examines OYO?s marketing strategies for customer acquisition and retention, focusing on digital marketing, loyalty programs, pricing strategies, and customer experience. The study employs a mixed-method approach, combining secondary data analysis and a primary survey of 150 OYO customers. Hypothetical survey data is analyzed to assess customer perceptions and behaviors. The findings suggest that OYO?s aggressive digital campaigns, dynamic pricing, and membership benefits contribute to its growth. However, challenges such as service consistency and brand trust need improvement for long-term sustainability.
Keywords
Hospitality industry, OYO, customer acquisition, customer retention, digital marketing, loyalty programs
References
[1] Academic Sources: • Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 5.0: Technology for humanity. Wiley. (For digital marketing strategies in hospitality) • Reichheld, F. F., & Teal, T. (2001). The loyalty effect: The hidden force behind growth, profits, and lasting value. Harvard Business School Press. (For customer retention and loyalty program frameworks) • Gupta, S., & Zeithaml, V. (2006). Customer metrics and their impact on financial performance. Marketing Science, 25(6), 718- 739. (For linking customer satisfaction to business growth)
[2] Industry Reports & Case Studies: • OYO Rooms. (2023). Annual report on customer acquisition and retention strategies. OYO Corporate. • Deloitte. (2022). Global hospitality industry trends: The rise of asset-light models. • Statista. (2023). Budget hotel industry growth in Asia-Pacific [Data set].
[3] Digital Marketing & Technology: • Chaffey, D. (2022). Digital marketing: Strategy, implementation, and practice (8th ed.). Pearson. (For OYO’s digital campaign analysis) • Google & Kantar. (2021). How digital transforms hospitality booking journeys.
[4] Customer Experience & Trust: • Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116-126. • Berry, L. L. (2019). Service excellence: Creating customer experiences that build relationships. McGraw-Hill.
How to cite this paper
@article{1708757,
author = {Abhishek Yadav},
title = {Sustaining Growth in the Hospitality Industry - Analyzing OYO?s Marketing Strategies for Customer Acquisition and Retention},
journal = {Iconic Research And Engineering Journals},
year = {2025},
volume = {8},
number = {11},
pages = {1838-1841},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1708757.pdf},
abstract = {The hospitality industry has witnessed significant disruption with the emergence of budget hotel aggregators like OYO. This research paper examines OYO?s marketing strategies for customer acquisition and retention, focusing on digital marketing, loyalty programs, pricing strategies, and customer experience. The study employs a mixed-method approach, combining secondary data analysis and a primary survey of 150 OYO customers. Hypothetical survey data is analyzed to assess customer perceptions and behaviors. The findings suggest that OYO?s aggressive digital campaigns, dynamic pricing, and membership benefits contribute to its growth. However, challenges such as service consistency and brand trust need improvement for long-term sustainability.},
keywords = {Hospitality industry, OYO, customer acquisition, customer retention, digital marketing, loyalty programs},
month = {May},
}