OYO slams doors on unmarried couples: There's room for debate, believe experts

Oyo has recently updated its policy in Meerut, Uttar Pradesh, concerning hotel bookings for unmarried couples. As of January 2025, Oyo's partner hotels in Meerut require couples to present valid proof of marriage at check-in. Unmarried couples are no longer permitted to book rooms in these hotels, and hotel staff have the discretion to decline such bookings to align with local social sensibilities.

This policy change was implemented in response to feedback from local hotel owners and civil society groups in Meerut, who expressed concerns about accommodating unmarried couples. Oyo has indicated that, based on feedback, this policy may be expanded to other cities in the future.

In a conversation with PTI, Pawas Sharma, Region Head, OYO North India, said, "OYO is committed to upholding safe and responsible hospitality practices. While we respect individual freedoms and personal liberty, we also recognise our responsibility to listen to and work with the law enforcement and civil society groups in the micro markets we operate in. We will continue to review this policy and its impact periodically."

The move by OYO, has sparked a heated debate online. While some hail the move as a strategic adaptation to regional sensitivities, others criticise it as a regressive step. Experts weighed in, offering contrasting perspectives on what this means for OYO's brand image and business trajectory.

"From a brand reputation perspective, OYO will lose out," argues Tarunjeet Rattan, Managing Partner at Nucleus PR. "They started with a lot of fanfare about inclusive and non-discriminatory policies and stuck to their guns despite the meme culture. Their whole reputation and most of their business was based on this proposition."

According to Rattan, OYO earned grudging respect for its consistent stance, winning the loyalty of a progressive customer base. However, this policy shift could alienate their core audience. "A single policy change can decimate their entire customer base. They might just have to start from scratch. Their reputation management teams are going to have a tough task explaining this without admitting they buckled under social and political pressure." Rattan anticipates significant backlash, predicting, "This brings on another OYO meme fest!"

In contrast, Viren Vesuwala, Lead of Strategic Partnerships & Alliances at White Rivers Media, views the move as a calculated strategy. "The hospitality sector thrives on adaptability, and OYO's policy shift signals a bold move to redefine its market identity," he explains.

By prioritising clarity over universality, Vesuwala suggests that OYO might attract a more conservative demographic, especially in tier-2 and tier-3 cities. "Companies that take decisive stands often emerge stronger, even if they face initial resistance. This repositioning could help capture a more conservative demographic."

While Vesuwala acknowledges potential market share losses, he believes the move strengthens OYO’s market relevance. "The real question isn't about market share – it's about market relevance."

Not all experts agree with this approach. Samit Sinha, Founder of Alchemist Brand Consulting, calls it "an unnecessary and regressive step, that will position the brand as medieval", harming OYO’s image. "The ill-advised moral policing seems to be prompted more out of fear than anything else and is certainly not a great marketing strategy."

Sinha further points out that the policy contradicts constitutional values. "Article 21 of the Constitution guarantees the right to privacy, which includes the freedom for adults to engage in consensual relationships in private. If this policy is implemented nationwide, it could significantly shift OYO’s revenue generation."

Adding a different perspective, Dr. Sandeep Goyal, Chairman of Rediffusion, sees an opportunity for OYO to address its perceived image problem. "OYO has always had a somewhat shady and downmarket imagery. This only-couples rule should help in diluting the promiscuousness associated with the brand."

However, Goyal questions the limited scope of the policy. "Why just one town? Are they looking at the revenue impact of singles versus couples?"

While the experts are divided on this topic, brands like Shaadi.com are taking a funny dig at the new policy. Anupam Mittal, Founder and CEO of Shaadi.com tweeted, " Now, Shaadi.com must have a discount for OYO. What say, Ritesh Agarwal?"

Brands like Zepto, much like OYO with their recent Meerut policy, launched UP-centric OOH boards with different old songs related to each city in Uttar Pradesh. This might be signalling that the brands are now focused and actively trying to woo the tier 2 and tier 3 cities of UP, which in turn raises a question of insights these brands would have or plan to collect from this region's consumers.

OYO’s policy change marks a significant moment in its journey, one that could either strengthen its foothold in traditional markets or alienate its progressive customer base. Whether this move helps redefine OYO’s brand identity or becomes a case study in reputational risk, only time will tell.

For now, the internet remains divided, and OYO finds itself at a crossroads.