Expedia signs loyalty program deal with G6 Hospitality

Expedia offering more product tools for hoteliers
My6 members will get an enhanced loyalty enrollment program under the Expedia Powered Technology partnership.

Online travel agency company Expedia has signed its newest technology partnership with G6 Hospitality, the parent company of the lodging brands Motel 6 and Studio 6. Expedia will share its technology and marketing insights with G6 to support the hotel group's growth. The deal is similar to the agreement Expedia created with RLH Corp. in 2016. RLH gives Expedia its member-only rates, which are lower than rates for its rooms that Expedia would otherwise gets access to, and in turn Expedia signs up customers booking the chain’s properties on Expedia sites to the RLH loyalty program.

G6 Hospitality will use Expedia Powered Technology in more than 1,400 Motel 6 and the extended stay Studio 6 properties across the U.S. and Canada. Expedia will enroll users into G6 Hospitality’s My6 loyalty program, and these users will also get access to Expedia’s members-only rates. In addition, Motel 6 and Studio 6 at the corporate level will participate in Expedia Media Solutions advertising programs, and G6 Hospitality gets access to Expedia’s data insights to improve efficiencies and drive incremental bookings.

“This is the first step in a larger strategic relationship between Expedia and G6 Hospitality," said Lance Miceli, chief marketing officer, G6 Hospitality, in a statement. "We’ll continue to work together by leveraging Expedia’s technology and marketing strengths to optimize our iconic brand, drive results and facilitate property needs. As Expedia continues to innovate, we look forward to being among the first to work alongside them to remain at the forefront of the competitive market.”

Future initiatives might include G6 Hospitality using Expedia’s revenue management tools, and “white labeling Expedia technologies for G6 Hospitality properties,” the companies said.

“Our focus in recent years has been to offer market-leading services and solutions customized for our partners that positively impact their bottom line," said Melissa Maher, SVP, global partner group, Expedia.

This news comes this week as the Expedia Partner Conference takes place at the Aria Resort & Casino.  New Expedia President and CEO Mark Okerstrom stressed Expedia’s ongoing and future goals of partnership, local activity and innovation acceleration.