SPECIAL REPORT
coffee / tea bar ; retail offerings from snacks to full meals ; and public space dubbed “ The Yard ,” where guests can have breakfast , work or socialize .
“ We also have thought through small design elements that make the stay that much better : easy-to-access charging stations both in-room and in common spaces [ and ] a ‘ swivel ’ desk within the room that provides guests with more space to work or eat , either by themselves or as a family ,” said Schuyler .
While consumers know for sure that Motel 6 leaves the light on , they ’ re less likely to find the kinds of bells and whistles some of its competitors subscribe to .
“ Holding true to our value proposition for 60 years has not been easy ,” said Tina Burnett , chief development officer for G6 Hospitality LLC . “ While some other brands have found it easier to follow the competition , we stuck to our proven model that keeps it simple and delivers real value for our guests and franchise owners . While we ’ ve seen a push among economy brands to include additional amenities for guests , such as breakfast , we continue to stay the course ,” she said . “ The biggest request we get from our owners is : ‘ Don ’ t change the model . It works !’”
Although its 1,206 properties are amenity light , upgraded technology and room design
CONVERSIONS ARE A SUSTAINABLE FORM OF GROWTH , MINIMIZING ENVIRONMENTAL IMPACT AND CREATING GREATER ECONOMIC EFFICIENCIES FOR OWNERS TO EXTEND THE VALUE OF THEIR INVESTMENT
– MATT SCHUYLER , CHIEF BRAND OFFICER , HILTON
Guestrooms at Spark by Hilton focus on practical amenities that include a multi-purpose work area and in-room refrigerator . have improved the guest experience at Motel 6 over the past decade , according to Burnett . “ Through investment in cloud technology , we ’ ve been able to streamline the guest reservation process to ensure a seamless check-in experience ,” she said .
Motel 6 ’ s recently updated Gemini room design , Burnett said , “ offers a timeless look while still providing a fun , modernized environment for business and leisure travelers .”
The economy chain also offers the My6 rewards program , which includes the 192-property extended-stay sibling Studio 6 , where guests can gain access to the best available rates . Members also receive perks from the My6 Marketplace , a collection of exclusive deals and discounts from over 125 retailers .
STANDARD FARE Wyndham ’ s Patel agreed that room design plus consistency are more important than ever . “ Gone are the days of floral bedspreads and brass-framed watercolor paintings ,” he said . “ Today ’ s guests want modern , vibrant rooms that evoke sense of place while offering unparalleled connectivity for charging and powering all the devices they travel with . He stressed as the franchisor , the job “ is to not only help our hotels stay on top of these trends , but find high-quality , cost-effective ways to help them deliver that elevated , modern experience that we know guests will come back and pay for again and again . And that ’ s exactly what we ’ re doing .”
He noted it is also crucial to understand which short-terms fads might be masquerading as worthy long-term investments .
Similarly , Hostetler said while Red Roof has largely avoided the challenge of amenity creep , when changes to brand standards are made , they ’ re done with both guests ’ comfort and franchisees ’ ROI top of mind . “ Our goal is to ensure every amenity Red Roof provides is producing revenue for the franchisee , and we are aggressive
8 hotelsmag . com June 2023