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 experience and operate from a responsive web design that adapts across all desktop and mobile interfaces.
Amorosia spoke in brief about the company’s budding efforts to expand its business internationally, starting in Mexico. Amorosia said that the business is exploring market opportunities in many areas throughout Latin America, but that strategic partnerships in Mexico appear likely as the first step in an international expansion.
During the convention, G6 also announced the signing of a multi-unit agreement with Positive Investments Inc., which added 17 new properties to the G6 Hospitality network. This agreement brings the company closer to achieving its goal of opening 150 properties in 2014, which represents a 48 percent increase over last year’s franchise development.
“We are thrilled to continue to grow our relationship with Kumar Koneru along with all of our franchisees, making 2014 a banner year for franchise growth,” said Dean Savas, executive vice president of franchise and international development at G6 Hospitality. “This growth is a testament to G6 Hospitality’s commitment to the Motel 6 and Studio 6 brands, shown by our ambitious efforts to renovate the network and revolutionize our digital marketing strategies. These initiatives are supporting our franchisee’s efforts to increase top line growth at an accelerated pace while becoming more successful in their day-to-day operations.”
