Working closely with OYO’s rapid transformation team, Motherland discarded the wasteful conventions of the hospitality industry and developed a product design and customer experience from scratch. Every single element – right from furniture ergonomics to the breakfast menu – was re-engineered to deliver higher quality and better value. Even locations were carefully selected so that they complemented the neighbourhood, in addition to which we developed a host of amenities and offers geared to the needs of local residents. OYO Townhouse was an instant hit in India, and Motherland worked with OYO's global teams to ensure quick and high-quality expansion of the Townhouse brand into international markets such as the UK. This category reinvention has resulted in a new kind of hotel that is optimised for comfort, efficiency, convenience and affordability – which is why we call it ‘your friendly neighbourhood hotel’.