A Market Research to understand the customer perception and attitude towards OYO rooms post COVID-19 pandemic. links for FGD Transcript and Moderator Guide is provided below: 1. FGD Transcript: https://www.slideshare.net/secret/qVzvGlhJvyp4IS 2. FGD Moderator Guide: https://www.slideshare.net/secret/xLv4gqwlnPYa5m

2. Research Objective
3
To understand the customer
perception and attitude towards
OYO rooms post COVID-19
pandemic

3. Research Hypothesis
4
HYPOTHESIS
ALTERNATE
HYPOTHESIS
Safety and privacy are considered as
the important factors that affect the
consumer perception and attitude
towards OYO Rooms post COVID-19
NULL HYPOTHESIS
Safety and privacy are not
considered as the important factors
that affect the consumer perception
and attitude towards OYO Rooms
post COVID-19
HΑH○

4. Literature Review
6
The Deloitte article says that hotels have to
seek for opportunities in this situation and
look at the COVID situation as the new
normal to thrive.
(2020). from
https://www2.deloitte.com/content/dam/Deloitte/ca/Docume
nts/consumer-industrial-products/ca-future-of-hospitality-
pov-aoda-en.pdf
The final article cites the “customer
first” policy of OYO, and the need to
elevate and deliver of current
promises.
Bansal, A. (2020). Flexibility Is The Future: Securing
Hospitality Industry From COVID-19 - Official OYO
Blog flexible, travel, CoVid19, plans, booking,
cancellations, offers.
This research paper reflects the changing
customer perspective towards cleanliness and
safety of hotels post COVID.
Jiang, Y., & Wen, J. (2020). Effects of COVID-19 on hotel marketing and
management: a perspective article. International Journal Of
Contemporary Hospitality Management, 32(8), 2563-2573. doi:
10.1108/ijchm-03-2020-0237
The fourth citation points towards changing
customer preferences and travelling patterns
in the days to come and what is the most
important factors to be addressed by the
OYO hotels in India.
OYO introduces ‘Sanitised Stays’ with minimal touch. (2020).

5. Research Methodology
• Sample size - 100
• Technique - Convenience sampling
• Expected Confidence Level - 95%
confidence level with 10% margin
of error (using survey monkey
sample size calculator)
Pre coded, open
questionnaire
using a 5-point
Likert scale
03
02
01
Focus Group Discussions
In-depth telephonic
Interviews
• Sample Size - 5
• Technique - Random sampling
• Sample Size - 6 Participants (3 males and 3 females)
• Technique - Snowball Sampling
• Screening Criteria – Frequent OYO users and travel enthusiasts
Analysis Tool -
1. Exploratory Factor Analysis
using SPSS for surveys
2. Transcript Analysis for FGDs
and In depth Interviews
Gender/
Place
Delhi Noida and Greater
Noida
Ghaziabad
Male 15 20 15
Female 15 20 15

6. Image depicting the FGD process conducted using Zoom Interface
9

7. 10
Kaiser – Meyer- Olkin (KMO) test
• According to the Kaiser - Meyer - Olkin (KMO) test, the sample adequacy value is 0.631, which is
greater than 0.6. Also, the significance value is 0.000, which is less than 0.05.
• Hence, we are progressing in the right direction, as the sample size is adequate, and at least one
significant correlation exists between two of our variables.
Findings and Insights
(FACTOR ANALYSIS)

8. 11
FACTOR ANALYSIS (For Data collected
through Questionnaire)
• A total of FOUR factors have been extracted, in which
the first factor explains 12.231% of variability, the
second factor explains 16.694% of the variability.
• Also, based on the extraction sum of squared loadings,
factor 1 explains 12.384% of the variability, and factor 2
explains 11.044% of the variability.
• These 4 variables account for 62.092% of the variance
explained. The 16 variables have been clubbed into 4
factors.

9. 12
SAFETY
PRIVACY
PRICING
LOCATIO
N

10. Findings and Insights
FACTOR ANALYSIS (For Data collected through Questionnaire)
13
FACTOR LOADING MODEL
Factor analysis was conducted to produce latent factors for the different manifest variables

11. FACTOR ANALYSIS (Rotated Factor Matrix)
14
Safety Privacy Location Pricing
Room .827 .117 -.015 -.001
OYOKitchen .686 -.027 -.012 -.171
Belongings .655 .219 -.037 .160
OYOCommonAreas .480 -.083 .000 -.128
How important is social distancinginOYOcommonareas .271 .261 .011 -.305
How important is it for youthat theculinary staff is wearing
safety kits
.266 .305 -.005 -.161
Towhat extent will youbecomfortablesharingyour Medical Data .050 .525 .082 .125
How important is it for youtoknow thehealthstatus of thepeople
stayingnext toyou
-.019 .676 -.018 .099
How important is it for youtoknow thehealthstatus of the
employees workingat OYO
.028 .906 .113 .008
Tourist Spots -.185 .104 .704 -.024
Business Hubs -.003 .045 .687 .040
MetropolitanCities -.036 .037 .667 -.022
Tier 2and3Cities .168 -.028 .511 .219
Howlikelyareyoutoopt for anOYOthat isintheredzone .023 .141 .581 .020
Howlikelyareyoutoopt for anOYOthat isintheorangezone -.107 .026 .641 -.071
How willingareyoutopay apremium for COVIDrelatedfacilities .088 .228 .279 .392

12. 15
89.3%
Respondents’ Views on the
importance of knowing the
health status of people staying
next to them
92.3%
Respondents’ Views on the
importance of knowing the
health status of employees
working
59.2%
Respondents’ willingness to pay
a premium for COVID related
facilities
97.1%
Respondents’ Views on the
importance of social distancing
in OYO common areas
95.2%
Respondents’ Views on the
importance of culinary Staff
wearing Safety Kits
Respondents’ comfortability with
respect to sharing their medical
data with OYO Officials
69.1%
Descriptive Statistics
80.1%
Respondents’ feel unsafe using
OYO post COVID

13. Descriptive Statistics
16
Respondents’ preferences regarding different products provided
for their safety in OYO hotels

14. Insights from FGD and In-Depth Interviews
17
 For the consumers, Location is
extremely important.
 Perception of OYO being dark and
fishy
 OYO is also considered to be budget-
friendly, and affordable
 Safety is of prime importance for all
the participants
 OYO is also considered to be not good
for family, and Good for outing (night
stay) and vacation with friends
 One of the major problems with OYO
is customer service and Cleanliness
facilities
 The guests staying at OYO are not
always very amicable
 Ready to pay extra for cleaning and
sanitation
 Effective communication required from
OYO’s side about measures being taken
 Sanitation to take place in presence of
guests
 Information about the medical fitness of
the staff to be shared beforehand
 Smooth check in, check out without
unnecessary questioning (Contactless)
 Ease of navigation through website

15. • Majority of the participants agreed that Location is extremely important followed by budget and convenience
when it comes to booking a hotel.
“I think its location is the prime importance is of primary importance. It's for example, if you are in
transit so how far the hotel is from the airport or the railway station...”
• Almost everyone said that OYOs are very budget friendly and accessible as they are almost everywhere.
“As I already mentioned, OYO rooms are very budget friendly. And they are found in every corner of the city
like they're so widespread. So I think budget constraint people should and they do go for OYO stays.”
“when I make use of OYO rooms, what I see is practicality and affordability, it is probably just for one
night”
• However, everyone agreed that the services and particularly cleanliness is not up to the mark.
“I guess for me cleanliness matters the most. So I don't consider OYOs to be very clean and very safe in
that way so but if you go to a hotel, maybe they'll give you better facilities than that”
“a friend of mine, he manages an OYO hotel and he talks very frankly to me and he even said, if a bedsheet
is visibly clean, then we don't wash it...”
Excerpts from FGD and In-depth interviews supporting the
insights

16. • Participants especially females pointed out that they don’t feel very safe about staying at OYOs.
“When it's my family, they have a perception about OYO room being dark and fishy. They
don't trust it at all.”
• An interesting shortcoming with OYO that majority of the participants pointed out is its poor
response to customers complaints and long waiting hours at customer care.
“main problem that I've found is that is customer service, you know, so there have been
times when I have been stranded for two hours or so talking on the phone in a certain
location with these customer service guys”
• Some of the participants were not happy with what was promised and what was delivered at OYO.
There was dissonance which led to bad word of mouth.
“Now what happens is when i go to the to that OYO room, the pictures don't align with the
reality. It's not it. It's completely different from what I see in the pictures.”
Excerpts from FGD and In-depth interviews supporting the
insights

17. Post COVID Strategy for OYO
• Everyone agreed they do not wish to travel or stay at any hotel unless its absolutely essential or
work related.
“I won't consider staying at an OYO, in fact beat any hotel. I wouldn't. I wouldn't
consider staying at any hotel right now and then unless it's an emergency”
• On being asked about what could help restore there confidence in OYO, most of them
recommended strengthening the communication and also said that they don’t mind paying extra
for sanitation and other COVID related measures if restores their confidence.
“...post COVID, you know, my thinking about living/ staying in a hotel wouldn't be my
priority obviously, but even if I have to consider, I would say if OYO rooms can convince
me and give me transparency about what protocols they are following ...”
“I've always felt that, OYO can deliver the services in a contactless way.”
Excerpts from FGD and In-depth interviews supporting the
insights

18. Conclusion
21
01
02
03
04
Four factors have been identified as a result of
the Exploratory Factor Analysis. Thereby, OYO
should focus on improving these factors.
Cognitive dissonance is one of the most
important findings from the research
conducted. There is a huge gap between the
customer expectations and deliverables
made.
From all the different analysis instruments, it
was evident that OYO lacks in terms of
cleanliness, and basic hygiene facilities,
making it more difficult for consumers to use
OYO rooms post COVID.
OYO is considered to be budget friendly, and
affordable. Along with this, consumers are willing
to pay a premium for COVID facilities.

19. RECOMMENDATIONS
22
Build the trust of customers by demonstrating the use of COVID Practices
through videos available online for different OYO spaces
Leverage technology to improve and increase the efficiency of
contactless check-in and check-out systems in OYO rooms
Medical Information of the staff employed at the hotel should be notified to
the consumers on a regular basis during their period of stay
04
03
02
OYO needs to work on their communication strategy, and deliver the
promises made through the formulated SOPs (focusing on safety and privacy)01

20. Any questions?
24