KUALA LUMPUR: Prism, the premium hospitality business arm of OYO, is ramping up its expansion in Malaysia, teaming up with Tan Sri Vincent Tan-controlled Berjaya Group to bring ACES Hotel Kuala Lumpur under its Palette brand.
The deal marks PRISM's latest move to build its presence in the country through partnerships with established property owners, as the hospitality sector positions itself to capture rising demand from international and domestic travellers.
The 81-room hotel, now operating as Palette Near Petaling Street Market, is located at Kota Raya Complex along Jalan Tun Tan Cheng Lock, offering travellers a base near Kuala Lumpur's shopping and cultural attractions.
The partnership combines Berjaya Group's hospitality experience and local market knowledge with Prism's operating capabilities, allowing the hotel to tap a broader distribution network and reach more potential guests.
Prism's latest move comes just three months after it forged strategic partnerships with Ahmad Zaki Resources Bhd (AZRB) and United Malayan Land Bhd (UMLand), signalling an accelerated effort to grow its footprint across Malaysia.
Under its collaboration with AZRB, Prism will take over the management and operations of Sunday Residence Inn Cherating on the east coast, extending its reach beyond the Klang Valley.
Its partnership with UMLand involves managing Sunday Hotel Near Petronas Twin Tower in Kuala Lumpur, a city-centre property formerly known as Suasana Suites.
The series of partnerships underscores Prism's strategy of working with established property and hospitality players to expand its portfolio without relying solely on developing or owning hotels outright.
The expansion also comes as Malaysia prepares to welcome 47 million international visitors in 2026 under Visit Malaysia 2026.
With the country pushing to increase tourist arrivals and improve service standards through initiatives such as the Mesra Malaysia campaign, hotel operators face growing opportunities to capture demand while delivering consistent guest experiences.
Prism Malaysia country head Abhijeet Singh said the country's tourism momentum was creating opportunities for hotel owners and operators to explore new forms of collaboration.
"Our collaboration with Berjaya Group reflects Prism's commitment to working with established hospitality players and bringing our technology, distribution and operating capabilities to properties in the market," he said.
Berjaya Hotels & Resorts group general manager Pravir Mishra said the collaboration would support efforts to evolve the group's hospitality offering in Malaysia.
"By combining Berjaya Group's local hospitality experience with Prism's technology, distribution and brand capabilities, we see an opportunity to further strengthen the hotel's offering and reach more travellers," he said.
The growing use of hospitality platforms by established property owners reflects an industry increasingly focused on digital distribution, brand positioning and operational efficiency to compete for travellers.
For Prism, the latest agreement adds to a growing list of Malaysian partnerships as it seeks to position itself to benefit from the country's tourism recovery and rising demand for accommodation across key destinations.
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