G6 Hospitality

Name

G6 Hospitality

Legal name

G6 Hospitality LLC

Website

https://g6hospitality.com/

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Economy Lodging Franchising

NAICS

Hotels (except Casino Hotels) and Motels (72111)

akta.pro primary industry

Budget Hotel Chains & Franchises (THAGABAM)

akta.pro secondary industries

Value Inn / No-Frills Hotels (THAGABAL), Guest Experience & Engagement (CRM, Messaging, Loyalty) (THALACAF), Security, Identity, Privacy & Compliance (incl. PCI, KYC where applicable) (THALACAO)

Keywords

• Economy lodging franchising
• Extended stay hotels
• Budget hotel brands
• Hospitality franchise services
• Corporate travel accommodations

Headquarters

HQ city

Carrollton

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Franchise Fees: G6 Hospitality generates primary revenue through franchise fees from Motel 6 and Studio 6 properties. Franchisees pay fees for business the brand directly generates, with no fees charged for OTA bookings under the new Studio 6 Plus model.
2. Franchise Services and Support: Revenue management services, technology platforms (G6 Marketplace, PaymentKey), and operational support provided to franchisees for a fee.
3. Corporate Account Revenue: Corporate Plus program generates revenue through volume-based bookings with corporate clients receiving 10-12% discounts on standard rates.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

G6 Hospitality is a hospitality franchisor that owns and licenses the Motel 6, Studio 6, Studio 6 Suites, and Studio 6 Plus economy lodging brands. The company provides brand licensing, revenue management services, technology platforms (My6 app, G6 Marketplace, PaymentKey), and operational support to nearly 1,500 franchised properties across 49 US states and five Canadian provinces. G6 also operates a corporate travel program (Corporate Plus) and a direct-to-consumer booking platform.

Product overview

G6 Hospitality operates a multi-brand economy lodging franchise platform under three distinct product lines: Motel 6 (core economy motel brand for 1-3 night stays), Studio 6 (extended stay brand with kitchen facilities for multi-week stays), and Studio 6 Suites (all-suite extension for 3-7 day stays). The portfolio spans nearly 1,500 locations across the U.S. and Canada. Supporting the franchise network, G6 offers technology products including the AI-powered My6 consumer app for booking and personalization, G6 Marketplace for supply chain procurement, and Revenue Management Services for pricing optimization. The recently launched Studio 6 Plus targets the upper-economy new-construction segment.

Differentiator

Problem solved

Functional benefit

Brands

• Motel 6: Iconic economy lodging brand offering clean, comfortable rooms at affordable prices. The largest franchisor in the U.S. economy lodging segment with more than 1,450+ hotels operating in 49 states and five Canadian provinces.
• Studio 6
• Studio 6 Suites
• Studio 6 Plus
• Corporate Plus

Products and services

• Motel 6 Iconic economy lodging brand offering clean, comfortable rooms at affordable prices. The largest franchisor in the U.S. economy lodging segment with more than 1,450 hotels operating in 49 US states and five Canadian provinces. Designed for travelers needing 1-3 nights of accommodation.
• Studio 6 Extended stay hotel brand positioned between upper-economy and lower mid-price extended stay segments. Features living areas, fully furnished kitchens, linens, and cookware at transparent inclusive rates. Portfolio comprises more than 200 properties in key markets.
• Studio 6 Suites All-suite economy brand extension for guests staying 3-7 days on average. Offers spacious fridge, full-size microwave, disposable dishware, single-cup coffee maker, and iron with ironing board.
• Studio 6 Plus New-construction extended-stay brand for the upper-economy segment. Properties feature interior corridors, full kitchens with full-size appliances, 60-150 rooms per property. Expected ADRs of $75-$90, RevPAR targets of $60-$70. Three-click automated check-in, smart TVs, and innovative fee structure that only charges franchisees for direct bookings.
• Corporate Plus Program Corporate travel program offering dedicated account managers, exclusive rates (10-12% discounts), full-service reporting, centralized billing with 30-day credit facilities, and 24/7 emergency support. Turn-key solution for business travel management with industry-specific account management and travel insight tools.
• My6 App AI-powered consumer mobile app for iOS and Android delivering 2X faster performance with 50% reduction in latency. Features proprietary AI recommendation engine, personalized homepage, save-and-compare functionality, interactive map exploration, and streamlined booking process. Has driven 14% YoY increase in direct bookings.
• G6 Marketplace Enterprise-grade B2B procurement platform for franchisees that centralizes supplier sourcing, pricing, and ordering into a single interface. Built in partnership with StoreHippo to address fragmented supplier ecosystems and cost volatility in hospitality procurement.
• Revenue Management Services (RMS) Proprietary revenue management program for participating franchisee properties using automation tools, daily competitive set monitoring, and bi-weekly strategy calls with dedicated revenue managers. Delivered 11% YoY revenue growth and 10% higher ADR compared to non-participating properties.
• My6 Loyalty Program Free membership loyalty program providing minimum 6% off every stay, plus deals on retail, dining, and travel from partners including Hulu, DoorDash, GetUpside, Walmart+, Blue Apron, Sperry, and Kohl's.

Quantifiable outcome

• 11% YoY revenue growth for RMS-enrolled properties in Q1 2025, more than double the growth rate of the rest of the portfolio
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature7 records

Partnerships

Ten partnerships are on record, tiered major, core and minor.

• Natson Hotel GroupmajorChannel Partner/ Reseller/ Distributor · 12 June 2026Natson Hotel Group committed to develop 18 Studio 6 Plus properties across key US markets. The hotel group generates approximately $8-10 million in annual revenue per property and represents one of G6's key franchise partners.
• Natson Hotel Group (Studio 6 Plus)majorChannel Partner/ Reseller/ Distributor · 29 April 2026Atlanta-based Natson Hotel Group committed to build the first 15 Studio 6 Plus properties at an estimated cost of $200 million, representing the first premium economy hotel model for G6 in the US.
• American Hotel & Lodging Association (AHLA)coreStrategic or Co-development Partner · 20 April 2026G6 rejoined AHLA as corporate member to strengthen voice of economy segment in legislative and regulatory matters. Partnership includes continued collaboration with AHLA Foundation on anti-human trafficking initiatives.
• Sunday PropTechmajorStrategic or Co-development Partner · 31 March 2026Sunday PropTech partnered with G6 Hospitality to rebrand 38 Extended Stay America Select Suites properties to Studio 6 hotels across the Southeast, New York, California, and other states. Sunday secured $286 million financing for the portfolio acquisition.
• Fort Worth Police DepartmentminorStrategic or Co-development Partner · 15 March 2026Partnership to host Safe Hospitality seminar for franchisees covering human trafficking awareness, narcotics identification, and nuisance abatement regulations to strengthen collaboration between hotel operators and law enforcement.
• Protect24.aicoreTechnology or Integration · 25 February 2026Strategic partnership to deploy AI-powered safety intelligence across 1,500+ properties including human trafficking indicators, illegal activity detection, high-risk visitor tracking, and missing person match alerts.
• Texas Hotels and Lodging Association (THLA)minorStrategic or Co-development Partner · 3 December 2025National hospitality safety and security program launched in partnership with THLA, with first session held in Dallas. Includes workshops, tools, and resources to address evolving security challenges.
• Texas Hotel & Lodging Association (THLA)coreStrategic or Co-development Partner · 19 November 2025PRISM CEO Ritesh Agarwal joined THLA Board as Anchor Board Member. G6 Hospitality also joined THLA to strengthen statewide coalition focused on advocacy, public safety, workforce development, and market growth for Texas franchisees.
• Galaxy Hotels GroupmajorChannel Partner/ Reseller/ Distributor · 7 August 2025Partnership adding 10 hotels with over 1,300 keys to the franchise network, including Studio 6 Suites Las Vegas (308 rooms) and properties in California, Colorado, and Texas. Full portfolio expected to reach approximately $50 million revenue mark.
• PaymentKey (HotelKey)coreTechnology or Integration · 15 April 2025Payment solutions partnership bringing integrated payment platform to franchisees across US and Canada, simplifying payment operations, reducing chargebacks, and delivering seamless transaction experiences.

Scale indicators11 records

Recent moves12 records

Expansion highlights7 records

Direct peers

• Wyndham Hotels & Resorts: Largest pure-play franchisor in the budget/economy segment, operating Super 8, Days Inn, Microtel, and Howard Johnson — directly comparable to G6 Hospitality's asset-light franchise model, mid-single-digit royalty fees, and focus on economy and extended-stay sub-brands.
• Choice Hotels International: Franchisor of Quality Inn, Sleep Inn, Comfort Inn, Econo Lodge, and Rodeway Inn, with a heavy economy/midscale mix and similar franchise-based GTM motion. Comparable on technology investment (ChoiceMobile), corporate accounts, and extended-stay push via WoodSpring Suites.
• Red Roof Inn: US-focused economy hotel franchisor with Red Roof Inn and Red Roof PLUS+ brands; directly competes with Motel 6 in the same price-sensitive roadside traveler segment and with HomeTowne Studios on extended stay.
• Extended Stay America: Leading US extended-stay chain with both franchised and corporate-owned properties, directly competing with Studio 6 and Studio 6 Plus in the multi-week kitchenette-equipped segment. G6 is actively rebranding 38 ESA properties to Studio 6 via Sunday PropTech.

Emerging players

• OYO Rooms: Sister brand of G6 under PRISM, operating franchised budget hotels in Asia and other emerging markets. Comparable on franchise-based model and tech-led booking platform but serves different geographies; relevant as a portfolio peer within the same parent company.

Broad incumbents

• Best Western Hotels & Resorts: Largest membership-based hotel association in the world with economy (SureStay), midscale (Best Western), and upper-midscale (BW Premier) brands. Overlaps with G6 in the economy tier but operates a referral association model rather than a franchise fee model.
• InterContinental Hotels Group (IHG):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks4 records

Key highlights5 records

Customer concentration

• Xtwitter.com/motel6
• Facebookfacebook.com/motel6
• LinkedInlinkedin.com/company/g6-hospitality-llc
• Instagraminstagram.com/motel6

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about G6 Hospitality