G6 Hospitality Sees 30% Increase in Loyalty Signs-ups in Less than 12 Months

Expedia Group, an online travel company, announced that through its loyalty enrollment offering, G6 Hospitability increased its My6 loyalty program signups by more than 30 percent across all of G6 Hospitality brands’ more than 1,400 properties, including Motel 6 and Studio 6 hotels, across the U.S. and Canada [1].

Expedia Group and G6 Hospitality announced a strategic technology and marketing relationship in December 2017, when Expedia Group began allowing direct sign-up of new members to the My6 rewards program directly through Expedia Group sites, as well as access to My6 loyalty member rates through these sites. In total, nearly two-thirds of Expedia Group bookers who booked a G6 property over a nearly two-month period earlier this year became a new My6 member.

“In just under 12 months, we have seen promising momentum through the My6 program, and enhanced our digital marketing with demand-based, performance driven programs at the location level,” said Lance Miceli, Executive Vice President, Chief Revenue Officer, G6 Hospitality. “Concurrently, we’ve worked alongside Expedia Group on the technology, marketing and data insights teams to identify future opportunities and enhancements to our ecommerce offering. We are thrilled with our progress to date and look forward to further enhancing our relationship.”

In addition to loyalty enrollment, the Expedia Group Powered Technology engagement also covers a corporate-level advertising program with Expedia Group Media Solutions, the advertising arm of Expedia Group. That program featured a two-pronged strategy that included broad reach through display advertising to build awareness and sponsored listings, called TravelAds, targeted to travelers at the point of booking across multiple regions in the U.S. The campaign delivered positive average return on ad spend (ROAS), generating more than 215 million impressions and increasing G6 Hospitality’s overall fair market share. Expedia Group Media Solutions will continue to work with G6 on future advertising campaigns.

“At Expedia Group, we remain focused on identifying, testing and delivering technology solutions to our hotel partners that will help drive value and incremental business, with loyalty enrollment being just one way our hotel partners are achieving their growth goals,” said Melissa Maher, Senior Vice President, Innovation & Marketing, Expedia Group’s Lodging Partner Services. “As the dynamics of hotel brand loyalty evolve, we’re proud of the strong results that G6 Hospitality has seen in a short amount of time through this relationship and we look forward to working closely with them on future technology initiatives.”

To learn more about Expedia Group Powered Technology, including loyalty enrollment, please visit https://discover.expediapartnercentral.com/.

[1] Sign-ups during April 22 - June 9, 2018 compared to sign-ups during April 23 – June 10, 2017