Business View Magazine - May 2016 107
done, they decided that they would solve the problem
themselves. They would find a way to create what they,
themselves, would have wanted to come across when
out on the open road – a clean, comfortable, motel
experience at a reasonable price. At the time, it was a
revolutionary concept in the hospitality industry.
Dean Savas is Motel 6’s Executive Vice President for
Franchise and International Development. He explains
the logic behind Becker and Greene’s gambit: “In hos-
pitality lodging there are different segmentations and
Motel 6 is positioned in the economy budget segment.
As such, we believe in offering price value to our travel-
ers. And from the very beginning, Motel 6 was named
because all rooms were six dollars. Although it didn’t
offer as many amenities as hotels in the luxury or mid-
scale segments, it did offer a clean, comfortable room
with great service, at the lowest price of any national
chain. And even today, that’s where you find Motel 6
positioned in the hospitality industry.”
According the Savas, unlike what some other brands
have done over the past 50 years, Motel 6 has stayed
true to its original brand promise. “Whereas other
chains have tried to reposition themselves in the mar-
ketplace, such as adding amenities, and changing
their business model to where it was more and more
expensive [to stay], we’ve always tried to be the best
AT A GLANCE
WHO:
G6 Hospitality LLC
WHAT:
Owner and franchisor of over 1200 econ-
omy lodge locations across the U.S. and Canada
WHERE:
Headquarters in Dallas, TX.
WEBSITE
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