Independent hotels in Asia far outnumber chain hotels but lag sorely behind when it comes to booking numbers.

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Still, alternative technologies serving these smaller hotels are rising, with the likes of Zuzu Hospitality Solutions leading the tech movement in Asia.

Those with an e-commerce answer for unchained hotels are looking at more than $7 billion in market opportunity, based on Zuzu’s estimates. In Southeast Asia, there are 57,000 unchained hotels, led by Thailand with 15,700, based on online travel agency data alone.

Enter fast-growing budget hotel chain Oyo, which seems to be on a conquest of this massive but fragmented low-cost independent hotel sector. It’s looking to round up unchained hotels with its proposition of management or franchising — complete with the full technology stack needed to get guests through their doors.

Competitors are not far behind, intent on following Oyo’s path.