Motel 6's parent company, G6 Hospitality, is making a significant strategic investment in digital marketing and technology, committing $10 million to expand its online presence and customer engagement. The investment focuses on growing the company's website and My6 mobile application, with an ambitious goal of quadrupling app installations before the summer season.
The digital strategy centers on advanced targeting techniques designed to attract high-intent customers through direct partnerships with leading digital platforms such as Google and Microsoft. By leveraging data-driven marketing approaches, G6 Hospitality aims to improve booking conversions and provide enhanced value to its franchise network.
Shashank Jain, Head of Online Revenue at G6 Hospitality, emphasized the strategic focus on optimizing marketing expenditure by concentrating resources on users most likely to convert. This approach is expected to drive direct bookings and reduce reliance on third-party booking platforms.
The investment comes on the heels of a recent acquisition by global travel technology company OYO, which purchased G6 Hospitality from Blackstone Real Estate for $525 million. Following this acquisition, OYO has ambitious expansion plans, targeting the addition of over 150 hotels in 2025 under the Motel 6 and Studio 6 brands, with a particular focus on key markets including Texas, California, Georgia, and Arizona.
This digital transformation strategy represents a significant milestone for G6 Hospitality, which operates nearly 1,500 economy lodging locations across the United States and Canada. The company's recent technological partnership with HotelKey further underscores its commitment to enhancing digital capabilities and improving customer experience.
The strategic investment signals a broader industry trend toward digital innovation in hospitality, where technology and targeted marketing play increasingly critical roles in customer acquisition and retention. By prioritizing digital platforms and data-driven marketing, G6 Hospitality is positioning itself to compete more effectively in an increasingly digital travel marketplace.
