Malaysia’s haze map turns red: Klang, Nilai, Shah Alam among worst affected at near‑200 API

KUALA LUMPUR: Hospitality business firm Prism, a division of OYO, is significantly expanding its presence in Malaysia by joining forces with Tan Sri Vincent Tan's Berjaya Group. The collaboration aims to manage the ACES Hotel Kuala Lumpur, formerly known as Palette Near Petaling Street Market, which now boasts 81 rooms and is situated near the city's shopping and cultural attractions.

This partnership merges Berjaya Group's local expertise and market understanding with Prism's operational capabilities, enabling the hotel to tap into a larger distribution network and reach more potential guests. Prism's latest strategic move follows three months of forming partnerships with Ahmad Zaki Resources Bhd (AZRB) and United Malayan Land Bhd (UMLand).

With these alliances, Prism plans to manage Sunday Residence Inn Cherating and Sunday Hotel Near Petronas Twin Tower, both in key locations, solidifying its foothold in the Malaysian hospitality scene. The surge in partnerships reflects Prism's strategy of working with well-established property and hospitality players to broaden its portfolio without solely relying on hotel development.

As Malaysia aims to welcome 47 million international visitors by 2026 and boost tourist arrivals through initiatives like the Mesra Malaysia campaign, hotel operators are seizing growing opportunities to cater to demand and maintain high service standards. Prism Malaysia's country head, Abhijeet Singh, highlighted the country's tourism momentum, stating that collaborations with established players like Berjaya Group would enable Prism to leverage their technology, distribution, and operational skills to enhance properties' offerings.

Berjaya Hotels & Resorts group general manager, Pravir Mishra, emphasized that the collaboration would help elevate the group's hospitality services and attract more travelers. The increasing trend of hospitality platforms among property owners underscores an industry increasingly focused on digital distribution, brand positioning, and enhanced efficiency to compete in a rapidly evolving market.

For Prism, the new agreement cements its position as a key player in Malaysia's expanding tourism sector and growing accommodation demand.