As Softbank’s Oyo booms, some hotels cry foul and check out

India’s Oyo Hotels and Homes shot out of nowhere to become one of the world’s largest hotel chains with a simple promise of “hassle-free” online booking, transparent pricing and cheerful lodging.

However, as the Softbank-backed startup pushes toward profitability, an increasing number of Indian hotel operators who have partnered with it are complaining about being blindsided by fee increases.

The backlash against Oyo – while limited to a small share of the more than 10,000 hotel owners in India who work with it – comes at a crucial time for an emerging-market unicorn valued at $10 billion and its primary investor