Motel 6 is Reborn with Phoenix Prototype
Accor North America, parent company of Motel 6, has unveiled the Motel 6 Phoenix prototype, named after the mythical bird symbolizing rebirth and renewal. The move signifies the reinvention of Motel 6 and Accor's attempt to re-establish the brand's position as a leader in price value in the economy segment.
Designed by Priestman Goode of London, the room optimizes the use of space by combining multiple functions into a single piece of furniture to provide modern functionality. In early consumer feedback guests found the new prototype to have a modern, European boutique-style flair that they find both unexpected and appealing.
"We are excited to have received such positive reactions from our customers about the Phoenix design, and are confident that our future guests will also appreciate the fresh, modern design look and welcoming appeal of the new rooms," says Olivier Poirot, CEO of Motel 6 and Studio 6. "We are also very excited to resume Motel 6 corporate development again and to have this new prototype to offer our guests and franchisees. By increasing the growth of both corporately-owned and franchised locations in our network, Motel 6 and Studio 6 are getting closer to achieving the goal of reaching 1,200 North American properties by 2010."
Major features of the Phoenix prototype include a new building exterior designed by BOKA Powell and a spacious lobby with a new 24-hour food and beverage vending market place.
The room includes ambient lighting, wood-effect flooring rather than carpet, and a 32-inch flat-screen TV. The flat screen TV is displayed on the entertainment unit which conceals the door-less wardrobe behind it, combining two needs into one unit.
Also included on the entertainment unit is a cubby for personal items and a multi-media panel allowing guests to plug in their mp3 players, CD players and laptop computers - this feature allows guests to listen to their favorite tunes or use the flat-screen TV as their computer monitor while enjoying Wi-Fi internet access in their room.
Other design features include pedestal beds, a settee/banquette seating area, and a redesigned bathroom featuring granite counter tops with a raised sink and a walk-in shower.
"This design embodies the heart of Motel 6 - it's no-frills, uncomplicated and efficient with a new modern edge," says Jim Amorosia, president and COO of Motel 6 and Studio 6.
The first Phoenix prototype will be a corporate-owned location, and construction will begin in the latter half of 2008. The new prototype will be available to franchisees in the summer of 2009. Future plans call for many current Motel 6 corporate properties to be retrofitted with elements of the new prototype.