DALLAS— At its 12th annual franchise conference, G6 Hospitality sent strong messages of “business momentum” and “growth through renovation” as it highlighted the state of the Motel 6 and Studio 6 businesses to a record number 600 attending franchisees.
“We re-ignited our renovation strategy in Q4 2012. Now, a little more than one year later, I am here to report that the results have been nothing short of incredible,” said Jim Amorosia, CEO of G6 Hospitality. “This significant performance is largely attributed to our strong, team-oriented relationships with our franchise partners, with whom we are growing and are poised to enter a new era for the Motel 6 and Studio 6 brands.”
Amorosia’s remarks opened the general session of the conference, which runs through Thursday, October 3, at the El Conquistador Resort near San Juan, Puerto Rico.
During the session, G6 Hospitality shared an update of its progress to renovate its Motel 6/Studio 6 network, reporting an estimated 450 total locations that will have adopted the new Phoenix room design by the end of 2013. 300 more locations are scheduled to renovate in 2014, which would translate to nearly 66 percent of the total network featuring the new design.
Dean Savas, EVP of Franchise Development and Management underscored that collaboration to renovate franchise properties pays increasing dividends to the brand and franchisees as guest favorability increases across the board and fully-renovated markets begin to receive increased promotional efforts.
In addition to its network renovation progress, Lance Miceli, EVP, Chief Marketing Officer G6 Hospitality emphasized increasingly effective traditional and digital marketing campaigns as well as bolstered e-commerce and distribution channels as other drivers of the brand’s momentum in 2013.
“We will continue to expand our ecommerce and distribution marketing efforts—transforming our presence in the digital marketing space,” said Miceli,.