G6 Hospitality, the parent company behind Motel 6 and Studio 6, has reported remarkable success with its Revenue Management Services (RMS) program, which has significantly outperformed both the broader portfolio and industry benchmarks. In the first quarter of 2025, properties enrolled in the RMS program experienced an 11% increase in year-over-year revenue, more than doubling the growth rate of non-participating properties and achieving a 10% higher Average Daily Rate (ADR).
The program's success is attributed to its use of proprietary automation tools, daily competitive set monitoring, and strategic bi-weekly calls with dedicated revenue managers. These efforts have not only optimized pricing and promotional strategies but also enhanced the digital booking experience, with a notable 11.5% growth in web and app channel bookings for RMS properties, compared to a 4.4% decline in the rest of the portfolio.
April 2025 continued to reflect the program's momentum, with revenue-managed properties posting a 9% revenue growth and an 11% increase in web channel growth, significantly outpacing their non-RMS counterparts. The ADR for RMS properties reached $78.24, a substantial premium over the $66.68 ADR for non-managed properties.
Sonal Sinha, CEO of G6 Hospitality, emphasized the program's role in empowering franchisees with advanced tools and strategic expertise to drive results. The initiative is part of G6 Hospitality's broader commitment to leveraging technology and data to foster growth, enhance guest satisfaction, and support franchisee success, as evidenced by the recent launch of the AI-powered My6 app, which has already contributed to a 14% year-over-year increase in direct bookings.
