FLEXIBILITY IS A good thing to have in business, but usually with hotel development one must be careful to choose the appropriate segment to serve before construction begins. However, a new design from G6 Hospitality could change that by allowing owners to build a Motel 6, a Studio 6 or a dual-brand location.
The company unveiled the new design at the American Lodging Investment Summit last week. G6 has already opened 13 dual-brand projects in 2018, but the Motel 6/Studio 6 Austin South-Airport, scheduled to open this month, will be the first purpose-built dual-brand hotel in the company’s history.
With the new dual-brand model, owners can more easily convert from a single to a dual-brand property or alter the mix of a dual-brand between rooms for transient guests on their Motel 6 side and suites for extended-stay guests on the Studio 6 side, depending on the business trends they see in their locations. There also is no extra construction costs.
Hoteliers at ALIS were intrigued said G6 Hospitality Chief Development Officer Mike McGeehan. “The dual-brand offering is very inviting to developers because it gives us the opportunity to attract two different guest segments to fill rooms.”
The new design still incorporates the same brand standards, said G6 Hospitality CEO Rob Palleschi.
“Business and leisure travelers will continue to have a consistent brand experience in a clean, comfortable room at an affordable rate,” Palleschi said.
G6 opened 127 properties in 2018, including 85 with new or first-time franchisees. It has 179 hotels in the pipeline, 60 of which are new builds. This year it plans to rejuvenate several corporate-owned and managed properties, including the original Motel 6 location in Santa Barbara, California, and properties in San Diego, California; Las Vegas, Nevada; Jackson Hole, Wyoming; and Jacksonville and Fort Lauderdale, Florida.
Palleschi, who assumed the role of CEO in April from predecessor Jim Amorosia, said he is optimistic about 2019.
“We have one of the largest pipelines of any economy brand in the industry and expect it to continue to grow with the approaches we’ve been taking to make an even bigger impact in 2019,” he said. “With our continued focus on selective conversions, aggressive renovation schedules and plans to invest in key properties, we will continue to generate growing interest in our brand with new and existing franchisees.”