Motel 6, one of the most widely recognized budget hotel brands in the US, and its extended-stay sister brand, Studio 6, have more than 1,400 properties in the US and Canada.
G6 is owned by private-equity firm Blackstone.
Expedia and G6 will kick off their partnership with loyalty enrollment and pricing for the chain’s My6 Members through Expedia-owned sites, along with Expedia’s Members Only Deals and a corporate-level Expedia Media Solutions advertising program.
They will also work closely on future initiatives, including exploring an enhanced Rev+ solution. Rev+ is a revenue management tool designed to provide actionable data and insights to empower partners to make smart decisions to optimize their revenue.
They also will look at white- labeling Expedia technologies for G6 Hospitality properties.
Expedia’s market management team, comprised of more than 1,800 experts globally, will provide market insights and business intelligence specific to a property, market and region to help G6 properties drive demand on Expedia sites and maximize price and value.
There’s more to come, Lance Miceli, chief marketing officer of G6 Hospitality, said:
“This is the first step in a larger strategic relationship between Expedia and G6 Hospitality. We’ll continue to work together by leveraging Expedia’s technology and marketing strengths to optimize our iconic brand, drive results and facilitate property needs.”
Expedia Powered Technology moves Expedia Inc. beyond distribution of travel products and into the role of technology provider for hotels.
In addition to loyalty enrollment, revenue management and advertising programs, it toolkit includes private-label packages and MICE booking technology.
Since closing the G6 deal, Expedia Powered Technology signed Bangkok-based Minor Hotels as the first hotel chain in the Asia-Pacific region to white label its meetings solution. In addition, Bahia Principe, a chain of resort properties in Spain and the Caribbean, signed up for private-label packages.
Expedia is also expanding its traditional business with a new agreement between Amadeus and Expedia Affiliate Network (EAN).
Amadeus agents worldwide will be able to book EAN’s rates and availability at more than 350,000 hotels worldwide through Amadeus Hotels.
Each booking generates a PNR, making it simpler to consolidate all trip components in one itinerary.
Agents also have a variety of payment options, including pre-payment, post-payment via agency or traveler credit card, credit line, bank transfer and voucher.
Agents who book EAN will need to input the booking details only once. The information will go directly to the accounting department and the invoice will be issued to the customer.