In early September, Indian hospitality startup OYO made an almost implausible claim. The Gurugram-headquartered startup said its machine learning-based algorithm analyses 144,000 data points every hour and makes 60 million price changes every day to the prices of its 35,000 hotel rooms globally. The Indian hospitality startup said the algorithm works with 97% accuracy.

Take that as you may (after all, just five months prior, OYO CEO Ritesh Agarwal said the company made over 150 million price changes per day), but what’s undeniable is that dynamic pricing intelligence is the backbone of the hospitality and travel industry.