G6 RMS properties log 11 percent Q1 revenue gain

• The G6 RMS program uses automation, comp tracking and strategy calls.
• RMS properties saw 11 percent year-over-year revenue growth in Q1 and a 10 percent higher ADR.
• Revenue-managed properties posted 11.5 percent growth through web and app channels.

PROPERTIES OF G6 Hospitality enrolled in its “G6 Revenue Management Services” program saw 11 percent year-over-year revenue growth in the first quarter of 2025, more than double the rate of the rest of the portfolio. They also recorded a 10 percent higher ADR than non-RMS properties.

The RMS program uses proprietary automation tools, daily competitive set monitoring and bi-weekly strategy calls with revenue managers, G6 said in a statement. G6 is the parent company of Motel 6 and Studio 6 brands.

“Our revenue management services program is designed to empower our franchisees with cutting-edge tools, strategic expertise and real-time data to drive results,” said Sonal Sinha, G6 Hospitality’s chief executive officer. “The success we’re seeing—higher ADR, more direct bookings and significant revenue growth—demonstrates the value of our hands-on, data-driven approach. We’re proud to help our partners outperform the market and deliver exceptional value to their guests.”

The RMS program’s impact is visible on G6’s app and website, the statement said. In the first quarter of 2025, properties under revenue management saw 11.5 percent growth through web and app channels, while the rest of the portfolio saw a 4.4 percent decline. The increase is driven by dynamic pricing, OTA optimization and a central performance marketing team.

The program continued to grow in April, G6 said. Revenue-managed properties posted 9 percent revenue growth for the month, compared to 0.7 percent for non-managed hotels. Web channel growth for RMS properties was 11 percent, versus 0.6 percent for non-RMS properties. ADR for RMS properties was $78.24, while non-managed properties averaged $66.68.

This announcement follows G6 Hospitality’s launch of the AI-powered My6 app, which led to a 14 percent year-over-year increase in direct bookings.

Ritesh Agarwal, founder and CEO of OYO Rooms, and Sonal Sinha, CEO of G6 Hospitality, recently spoke with Asian Hospitality about leadership and success.