Motel 6 parent company G6 Hospitality announced a strategic $10 million investment in digital marketing aimed at enhancing brand engagement and attracting new customers. The investment will focus on growing the company's website and My6 mobile application, with an ambitious goal of quadrupling app installations before the summer season.
The digital marketing strategy centers on advanced targeting techniques, utilizing partnerships with leading digital platforms such as Google and Microsoft to reach high-intent customers. By concentrating resources on users most likely to convert, G6 Hospitality aims to optimize marketing spend and deliver increased value to its franchise network.
This investment comes shortly after OYO, a global travel technology company, acquired G6 Hospitality from Blackstone Real Estate for $525 million. The acquisition is part of a broader growth strategy that includes plans to add over 150 hotels in 2025 under the Motel 6 and Studio 6 brands, with a focus on expanding in key markets like Texas, California, Georgia, and Arizona.
The digital transformation aligns with G6's recent technological partnership with HotelKey, a hospitality technology provider, to enhance technological capabilities across its network of properties in the United States and Canada. By emphasizing data-driven marketing, the company seeks to improve booking conversions while maintaining its commitment to exceptional guest experiences.
Shashank Jain, Head of Online Revenue at G6 Hospitality, highlighted the strategic approach, noting that the investment will help drive direct bookings and reduce dependency on third-party platforms. The move reflects the company's ongoing efforts to innovate and adapt in the competitive hospitality market.
