G6 Hospitality, the parent company behind Motel 6 and Studio 6, has unveiled a $10 million investment aimed at revolutionizing its digital marketing and technology platforms. This strategic move is designed to accelerate customer acquisition and foster deeper brand engagement, with a particular focus on expanding the company's digital footprint through its website and My6 mobile application. The initiative seeks to quadruple app downloads ahead of the summer season, leveraging cutting-edge digital targeting techniques to achieve this ambitious goal.
Through direct partnerships with leading digital platforms such as Google and Microsoft, G6 Hospitality plans to implement data-driven marketing strategies. These strategies are expected to not only enhance booking conversions but also deliver greater value to franchise partners. Shashank Jain, Head of Online Revenue at G6 Hospitality, highlighted the company's focus on high-intent customers as a key component of this strategy. By targeting users most likely to convert, G6 Hospitality aims to optimize its marketing expenditure while maximizing returns for its franchise partners.
This digital transformation initiative follows the recent acquisition of G6 Hospitality by OYO from Blackstone Real Estate for $525 million. OYO, a global travel technology company, has outlined ambitious plans to expand G6 Hospitality's portfolio by adding over 150 hotels under the Motel 6 and Studio 6 brands by 2025. The expansion will focus on key markets such as Texas, California, Georgia, and Arizona, all while preserving the brands' core values and unique identity.
In addition to its digital marketing push, G6 Hospitality has entered into a strategic partnership with HotelKey, a hospitality technology provider. This collaboration is set to enhance the technological infrastructure across G6 Hospitality's extensive network of properties in the United States and Canada. With nearly 1,500 locations, G6 Hospitality's investment underscores its commitment to leading digital innovation in the economy lodging sector, ensuring accessibility and technological advancement remain at the forefront of its operations.
