Motel6

Dallas – Motel 6, the budget lodging leader whose name is synonymous with excellent price value, announces the creation of a new extended-stay brand: Studio 6.

The brand is being positioned in the middle range of the budget segment, where there is the most need for high-quality extended stay properties. Studio 6 properties feature larger rooms of 280-290 square feet and fully equipped kitchens complete with dishes, utensils, and cookware. Other amenities and services offered to guests include voicemail, phones with dataports, free local phone calls, remote control televisions with cable and free HBO and ESPN. The rooms and the lobby area will be warm and inviting, but basic in their decor and style.

Studio 6 properties are geared for those travelers who are staying for five nights or longer, with rates corresponding to how long the guest is at the property, said Carol Kirby, executive vice president of marketing, who helped create the Studio 6 concept.

"Our guests will include those relocating for their jobs, corporate trainers, construction workers, and vacationers staying for a longer period of time," Kirby said. "These travelers are all seeking clean, comfortable, affordable housing for longer than the typical hotel stay."

Studio 6 properties will be a combination of new builds, Motel 6 conversions and those acquired and converted from other brands, Kirby said. With Motel 6's franchise program entering its fourth year, Studio 6 properties will be open to franchisees. Initially, the first few Studio 6 properties will be company-owned by Motel 6.

"Studio 6 is filling a niche of the extended stay segment that has not really been adequately served until now," said Motel 6 President and CEO Georges LeMener. "As Motel 6 has left the light on for its millions of travelers across the country, so will Studio 6 for its longer-term guests. "

Traditional Motel 6 properties offer free local phone calls and no long distance access charges, free morning coffee, 24-hour-a-day faxing service at the front desk, free HBO and ESPN, and remote-control television sets. Most properties also have pools, guest laundries, electronic door locks, and phones with dataports. With both company-owned and franchised properties all across the country, Motel 6 offers the best price of any national lodging chain. Motel 6 is owned by Accor, a leader in lodging, travel and business services. Motel 6 is in the 13th year of its award-winning advertising campaign, featuring Tom Bodett and the famous tagline, "We'll leave the light on for you.

Studio 6 Fact Sheet

Concept

Studio 6 is an extended stay lodging product being launched by Dallas-based Motel 6. Each fully furnished room is a combination of a traditional room and special amenities to accommodate travelers staying for five nights or more. The studio rooms, which will be about 280-290 square feet, will feature larger sleeping areas and fully furnished kitchens complete with refrigerators and microwaves. Properties will either be new-builds or conversions, and will be initially company-owned.

Launch Date

The first test property opened in Tucson, Ariz., on January 22, 1999.

Guest Services & Amenities

Guest amenities include voicemail, remote control television with HBO and ESPN, and weekly maid service. Guest laundries and prepaid phone cards available. Pools are available at most locations. As with Motel 6, local calls are also free. The front desk will close by 8:00 p.m. each day. Lobbies will feature a night window and 24-hour security box for late check-ins.

Decor

The rooms and lobby will be warm and friendly, but basic in style.

Target Customer

Those who need accommodations for five nights or longer. Target market includes corporate relocations, corporate trainers, housing displacements, construction workers, vacationing families, medical related and government/military related.

Pricing Strategy

In the middle of the budget extended stay market.

Eric Studer
+1 972 702-6958