OTA signs deal with operator of Motel 6 and Studio 6 hotels that provides Expedia technology while enrolling customers in brand loyalty programs
by: BTE
Expedia has signed an agreement with G6 Hospitality, the parent of Motel 6 and Studio 6, that will provide Expedia customers with member-only rates, which are lower than rates that the OTA otherwise gets access to; in turn, Expedia will sign up customers for the brands’ My6 loyalty program. The arrangement is similar to one Expedia has signed with Red Lion Hospitality. Under the agreement, Expedia will provide G6 with access to its technology, marketing and data solutions. G6 will be offering loyalty enrollment and pricing to My6 members through Expedia-owned sites. The two brands will also work on future initiatives, including white-labeling Expedia technologies for G6 properties. Lance Miceli, G6’s CMO, said this is the first step in a larger strategic relationship, noting, “As Expedia continues to innovate, we look forward to being among the first to work alongside them to remain at the forefront of this competitive market.”
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