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.