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Motel 6 Launches ‘Room to Room’ Marketing Campaign

Motel 6 Launches ‘Room to Room’ Marketing Campaign

DALLAS—Motel 6 today launched a multi-million dollar marketing campaign to celebrate the new look and feel of the brand. Titled “Room to Room,” the new campaign is aligned with the brand’s commitment to inspire travelers to “save more for what they travel for” in a fresh and modern way. From the online booking experience to the hotel rooms, the integrated campaign illustrates the bold and modern enhancements that are transforming Motel 6. Officially kicking off Nov. 2, “Room to Room” will begin airing on national cable networks. The campaign will continue with traditional and digital media, slated to run through 2016. The effort will also be reflected in the brand’s new social media strategy, showcasing a more contemporary and engaging approach. “Motel 6 has long offered travelers far and wide a reliable and functional place to get a great night’s rest,” said Lance Miceli, executive vice president and chief marketing officer. “Our efforts supporting the brand renovation project continue to offer guests the consistency and dependability they expect from Motel 6, now in a newly redesigned modern space. Thanks to The Richards Group and King and Country, we have successfully translated our vision into an amazing campaign.” “Having worked with ...

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G6 Hospitality Accelerates Franchise Growth

G6 Hospitality Accelerates Franchise Growth

DALLAS—G6 Hospitality concluded its annual brand convention last week at the Hilton Hawaiian Village Waikiki Beach Resort in Hawaii by emphasizing three major initiatives: completing all Phoenix-design renovations; launching a new digital ecosystem; and opening new properties in key international markets, starting in Latin America. The convention brought together thousands of Motel 6 and Studio 6 franchisees and corporate representatives from the U.S. and Canada. “The launch of our network renovations signaled a new era for the Motel 6 and Studio 6 brands, but it’s really just the beginning of a major acceleration for our enterprise,” said Jim Amorosia, president and chief executive officer, G6 Hospitality. “We’re building from that momentum to introduce even more efforts that continue to break new ground and separate our brands from the competition.” Company leaders stated the business’s goal is to complete or be in active renovation of up to 75 percent of its 1,100 locations by the end of 2015. Additionally, commercial discussions for new franchise locations in major U.S. metro markets are underway. A completely redesigned Motel6.com digital ecosystem was previewed at the convention. In the works for an upcoming launch, the new website will offer a completely refreshed and redesigned booking ...

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Motel 6 Forms Partnership with Trivago

Motel 6 Forms Partnership with Trivago

DALLAS—Motel 6 today announced a new strategic partnership, whereby all Motel 6 properties will be searchable on trivago.com. The partnership will showcase more than 1,100 Motel 6 properties, making them searchable to trivago’s more than 45 million monthly users. “Our partnership with trivago will allow us to offer our guests more flexibility to locate and book a room directly to Motel6.com, while reinforcing our commitment to offering a streamlined web and mobile booking experience,” Lance Miceli, executive vice president and chief marketing officer, Motel 6. “Now, when consumers search trivago, they will be able to view Motel 6 locations all across the U.S., including our newly-renovated properties, which will be featured as another compelling option for the budget-minded traveler.” Trivago is a hotel metasearch engine that allows consumers to compare rates across 150+ booking sites comparing approximately 700,000 hotels worldwide. On average, travelers using trivago save about 35 percent per booking. “Our users book hotels with price in mind, so adding Motel 6 to our portfolio is a win for our business and our customers. We are delighted to partner with such an iconic hotel brand,” said trivago’s Jon Eichelberger.

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A Look Inside Blackstone’s Plan to Own Sustainability

A Look Inside Blackstone’s Plan to Own Sustainability

In 2012, Jean Garris Hand visited the iconic Boca Raton Resort & Club in South Florida to assess and make recommendations to its energy and water usage. The 1926 resort was a solid property, yet it had the abundance of opportunity for improvement that Blackstone, its owner for the last 10 years, requires in its real estate investments. She immediately brought to bear on the 326-acre enterprise an array of cost-saving initiatives. In fact, it’s a rare hotel that Hand and her boss Don Anderson visit that doesn’t yield some nugget of energy and water savings. Errant thermostats, on light switches, and incorrect toilet flappers are just some of the low-hanging fruit they encounter in their mandate to trim from the expense column of Blackstone’s real estate portfolio. In Boca Raton, Hand and Anderson found its staff central to implementing a heightened sustainability program. Virtually everyone involved in the operation of the five-star, five-diamond resort feels driven to go above and beyond the call of everyday duty to ensure the most memorable guest stays possible. Yet, behind their efforts was an overlooked core business opportunity common to grand resorts like Boca Raton: low-cost, no-cost measures to save energy and water ...

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Motel 6 Adopts Google Wallet Payment Functionality

Motel 6 Adopts Google Wallet Payment Functionality

DALLAS—Motel 6 today launched a streamlined booking experience with Google Wallet, allowing customers to pay for their stay using the Buy with Google button. Motel 6 integrated Google Wallet within its mobile website so guests can now book their hotel stay with just a few touches. “We’re thrilled to further expand our partnership with Google, and integrate this solution into our digital experience, making it easier, faster, and more convenient for our guests to book a reservation,” said Lance Miceli, executive vice president and chief marketing officer, Motel 6. “We’re committed to offering travelers an increasingly efficient digital booking experience that leverages the latest advances in digital technology. Google Wallet allows our guests to book a stay with fewer touches, avoiding the need to fill out payment information manually.” Google Wallet, an application that securely stores customer’s credit card information, provides a fast and easy way for people to book a reservation. After selecting the Motel 6 location within the Motel 6 mobile website, travelers can complete their reservation using the Buy with Google button. For guests who don’t have a Google Wallet account, information is saved securely the first time they make a reservation through this method of payment. ...

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