G6 Hospitality’s Revenue Management Program Achieves Significant Growth

G6 Hospitality, parent company of Motel 6 and Studio 6, has reported that its Revenue Management Services (RMS) program has significantly outperformed the broader portfolio and market benchmarks, with participating properties experiencing an 11% year-over-year revenue growth in the first quarter of 2025. This growth rate is more than double that of the rest of the portfolio and well ahead of industry standards. The RMS program's success is attributed to its use of proprietary automation tools, daily competitive set monitoring, and bi-weekly strategy calls with dedicated revenue managers, enabling general managers to concentrate on enhancing guest experiences while experts optimize pricing and promotional strategies.

Properties under the RMS program also achieved a 10% higher Average Daily Rate (ADR) compared to non-RMS properties, highlighting the program's ability to effectively optimize pricing. Furthermore, the program has notably boosted digital channel growth, with a 11.5% increase in web and app channel bookings for RMS properties in Q1 2025, in contrast to a 4.4% decline for the rest of the portfolio. This digital growth is driven by advanced dynamic pricing, OTA optimization, and a dedicated central performance marketing team.

The momentum continued into April 2025, with revenue-managed properties posting a 9% revenue growth, significantly higher than the 0.7% growth for non-revenue managed hotels. The ADR for RMS properties reached $78.24, a substantial premium over the $66.68 ADR for non-managed properties. Sonal Sinha, CEO of G6 Hospitality, emphasized the program's role in empowering franchisees with cutting-edge tools and strategic expertise to drive results, underscoring the company's commitment to leveraging technology and data for growth and guest satisfaction.