G6 Hospitality announced a strategic $10 million investment in digital marketing to accelerate customer acquisition and enhance brand engagement for its Motel 6 and Studio 6 brands. The hospitality company plans to dramatically expand its digital footprint by growing its website and My6 mobile application, with an ambitious goal of quadrupling app installations before the summer season.
The investment strategy centers on advanced digital targeting, leveraging direct partnerships with leading platforms like Google and Microsoft. By focusing on high-intent customers, G6 aims to improve booking conversions and deliver increased value to its franchise network. This data-driven approach seeks to optimize marketing spending while attracting new customers.
Shashank Jain, Head of Online Revenue at G6 Hospitality, emphasized the targeted approach, stating that the investment will concentrate resources on users most likely to convert. This strategy is designed to drive direct bookings and reduce reliance on third-party platforms.
The digital transformation comes on the heels of OYO's recent $525 million acquisition of G6 Hospitality from Blackstone Real Estate. OYO plans to accelerate G6's growth, with plans to add over 150 hotels by 2025 across key markets including Texas, California, Georgia, and Arizona.
This strategic investment represents a significant commitment to technological innovation in the economy lodging sector, positioning Motel 6 and Studio 6 for expanded market reach and enhanced customer engagement.
