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Motel 6
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Motel 6 is an American chain of motels with locations in the United States and Canada. The chain was founded in Santa Barbara, California, in 1962 by William W. Becker and Paul Greene, and derives its name from the fact that rooms initially cost $6 USD (equivalent to $62 in 2024). Motel 6 also operates Studio 6, a chain of extended-stay hotels. Becker and Greene opened their first Motel 6 location on June 1, 1962, at 443 Corona del Mar in Santa Barbara.[1] Since 1986, the chain has also run radio advertisements narrated by Tom Bodett and featuring the slogan, "We'll leave the light on for you."[2]

Key Information

In 2012, The Blackstone Group acquired the hotel brand from Accor Hotels, and began managing it as part of its real estate business. In September 2024, Oyo Rooms, an Indian hospitality chain, announced an agreement to acquire Motel 6 and Studio 6 in an all-cash transaction valued at $525 million.[3] On December 17, 2024, OYO's parent company, Oravel Stays, announced that it had completed the purchase of G6 Hospitality, which until then controlled hotels under the Motel 6 and Studio 6 brands.[4] It named Sonal Sinha as G6's CEO.[5]

History

[edit]
The first Motel 6 in Santa Barbara, California, which remains in business (c. 2006).
Motel 6 in La Crosse, Wisconsin
Evening at Motel 6 with visible room price pylon
Motel 6 in Lima, Ohio
Motel 6 in Green River, Utah

Motel 6 was founded in Santa Barbara, California, in 1962, by two local building contractors: William Becker and Paul Greene.[6] The partners developed a plan to build motels with rooms at low cost rates. They decided on a $6 room rate per night (equivalent to $62 in 2024[7]), which would cover building costs, land leases, and janitorial supplies.[8][9]

Becker and Greene had specialized in building low-cost housing developments,[10] and they wanted to provide an alternative to other major hotel chains, such as Holiday Inn, whose locations were becoming increasingly upscale in quality and price in the 1960s, after starting out with a budget-oriented concept. Becker and Greene spent two years formulating their business model and searched for ways to cut costs as much as possible.

During the chain's early years, Motel 6 emphasized itself as a "no-frills" lodging chain with rooms featuring coin-operated black-and-white television receivers instead of the free color televisions found in the more expensive motels, along with functional interior decor, to reduce the time it took to clean the rooms.[10] The first location in Santa Barbara had no restaurant on-site, a notable difference from other hotels of the era. To this day, most motels have no on-site dining, though there is usually a choice of restaurants nearby.

As the 1960s progressed, the Motel 6 idea became very popular in the lodging industry, and other chains began to imitate the concept, as Motel 6 was slowly beginning to take a small share of the market away from the traditional hotels. In 1965, Motel 6 opened its 15th property, and first location outside California, in downtown Salt Lake City, Utah. Realizing the need to move quickly, Becker and Green set out on an ambitious expansion program and had opened its 25th location in Gilroy, California, by 1966. The occupancy rate by then was about 85 percent, well above the industry average, and as a result of their success, Motel 6 became an attractive acquisition target. Becker and Greene sold the chain to an investment group in 1968.

In the early 1970s, Motel 6 opened its largest location, Motel 6 Tropicana, in Las Vegas, Nevada. Additionally, the chain moved east and opened a location in Fort Lauderdale, Florida, in 1972. By 1980, Motel 6 had reached 300 locations. It was sold to Kohlberg Kravis Roberts in 1985, who moved the chain away from its "no frills" approach and began including amenities such as telephones and color television.[10]

Market share declined throughout the 1980s, in part because of increased competition from other budget hotels. During this time, it bought out the Sixpence Inn chain in the western U.S., and Envoy Inn (formerly Budgetel and Bargaintel)[11] in the Midwestern United States and Pennsylvania.[12] Regal 8 Motels were acquired in 1991.[10] In 1990, the company was bought by the French-based Accor. In 1993, it opened its first high-rise location—Motel 6 LAX in Los Angeles, California.

Motel 6 in Milwaukee Wisconsin

Unlike the majority of hotel chains, Motel 6 directly owns and operates most of its locations. To expand more rapidly outside its traditional Western United States base, the chain started franchising in 1994. Accor management also took over motels that had been franchised by other chains. Motel 6 began to renovate all bedrooms, sold under-performing locations, and upgraded door locks and other security measures. Newer properties, as well as acquisitions, have interior corridors. Motel 6's competitors include America's Best Value Inn, Days Inn, Econo Lodge, Knights Inn, Red Roof Inn, Rodeway Inn, Super 8 and Travelodge. In 1999, Motel 6 launched Studio 6 Extended Stay, hotels with suites that are designed for longer stays and feature kitchenettes.

In 2000, Motel 6 went international by opening its first location outside the U.S. in Burlington, Ontario, Canada. Then, in 2002, Motel 6 celebrated its 40th anniversary at its first location in Santa Barbara, California.

In 2006, Accor and Motel 6 invested more than $6 million in properties to help rebuild New Orleans and Gulfport following Hurricane Katrina. One of the Motel 6 co-founders, William Becker, died of a heart attack at the age of 85 the next year.[13]

The company was sold by Accor to The Blackstone Group in 2012 for $1.9 billion.[14] Blackstone announced that Motel 6 would be operated on a stand-alone basis.[15]

On April 24, 2018, the American Customer Satisfaction Index published a study of America's most popular hotel chains, placing G6 Hospitality's Motel 6 at the bottom of the category for the second year in a row.[16]

As of August 2022, the most expensive motel in the entire Motel 6 chain was the first one in Santa Barbara, California.[17] It had charged $6 per night before taxes for a room when it first opened in 1962.[17] Sixty years later, during the late summer of 2022, the first Motel 6 was reportedly charging $426 per night for a room, before taxes.[17]

In September 2024, Indian hospitality chain Oyo Rooms agreed to buy Motel 6 and Studio 6 in an all-cash deal worth $525 million.[3]

Controversies

[edit]

Warrantless disclosure of Motel 6 occupancies

[edit]

In September 2017, immigration attorneys accused Motel 6 desk clerks at two locations in the area of Phoenix, Arizona, of notifying U.S. Immigration and Customs Enforcement when guests checked in with identification from Mexico.[18] The attorneys said court records showed that federal immigration agents arrested at least 20 people at the Motel 6 locations over the course of seven months in 2017.[19] Motel 6 said the practice was "implemented at the local level without the knowledge of senior management"[20] and every location had been given a directive that they were "prohibited from voluntarily providing daily guest lists to ICE." Motel 6 was sued for discrimination and privacy violations in connection with the case and on November 2, 2018, agreed to settle with the plaintiffs for $7.6 million.[21]

Additionally, Washington state filed a lawsuit in January 2018 against Motel 6 for giving the names of thousands of other motel guests to U.S. Immigration and Customs Enforcement officers.[22] In April 2019, Motel 6 agreed to pay $12 million to settle the lawsuit.[23]

Services

[edit]
A photo of the interior of a Motel 6 room located in Santa Barbara, California.
An updated Motel 6 room in Santa Barbara, California

In March 2008, Motel 6 began a system-wide renovation program called the "Phoenix Project" to update the look and amenities of all bedrooms.[24] Before the remodel, most rooms had colorful road-trip inspired bed covers, carpeted floors, shower curtains, CRT televisions and beige furnishings.[25][26] Stained carpets and dirty shower curtains were a common complaint on online customer reviews. The remodel was designed with an eye towards not only modernizing rooms but keeping room rates low for years to come. Designers accomplished this by making the rooms more energy efficient, easy to clean, and easier to keep clean in the long term (keeping housekeeping and maintenance costs low).[27]

Advertising

[edit]

Beginning in 1986, Motel 6 has advertised through radio commercials featuring the voice of writer and National Public Radio commentator Tom Bodett, with the tagline "We'll leave the light on for you."[28] The ads were created by Dallas advertising agency The Richards Group.[10] They feature a tune composed by Tom Faulkner, performed by him on guitar and Milo Deering on fiddle.[29] The first spots were conceived and written by David Fowler. In 1996, the ads won a Clio Award. The campaign itself has won numerous national and international awards and was selected by Advertising Age magazine as one of the Top 100 Advertising Campaigns of the Twentieth Century.[30]

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Motel 6

View on Grokipedia
from Grokipedia

Motel 6 is an American chain of budget motels founded in 1962 in , by local building contractors William Becker and Paul Greene, who developed the concept to provide affordable lodging at a standard rate of $6 per night, from which the chain derives its name. The partners, facing challenges in finding cost-effective accommodations for their construction crews, emphasized simple, clean rooms without extravagant amenities, enabling rapid expansion through owned and operated properties rather than heavy in its early years. By prioritizing operational efficiency and low overhead—such as basic furnishings, coin-operated televisions initially, and motel-style roadside access—Motel 6 grew to become the largest single-brand economy hotel chain in , with over 1,400 locations across the and as of recent counts. The brand's enduring advertising campaign, featuring the slogan "We'll leave the light on for you" voiced by since 1986, reinforced its image of reliable, welcoming value for -conscious travelers, contributing to cultural recognition and sustained market presence. In , it was voted the best hotel brand in the U.S. by readers, highlighting its appeal in delivering essential accommodations amid varying economic conditions. Ownership transitioned in September 2024 when parent company G6 Hospitality was sold by Blackstone to Oravel Stays (OYO's parent) for $525 million, signaling continued focus on scaling operations.

History

Founding and Initial Concept (1962)

Motel 6 was founded on , 1962, in , by building contractors William Becker and Paul Greene. The two partners, owners of a construction company, identified a market need for affordable lodging while struggling to house their workers during projects. They devised a to construct motels offering basic accommodations at a fixed low price to attract budget-conscious travelers, emphasizing cost control through simplified designs and operations. The inaugural Motel 6 property opened later that year in , featuring 52 rooms rented for $6 per night, with cash-only payments to streamline transactions. This pricing strategy directly inspired the brand name, positioning it as an economical alternative to higher-priced motels of the era, which often charged $10 or more. The initial concept prioritized essential amenities like clean beds and bathrooms while eliminating luxuries such as telephones, televisions, or on-site restaurants to keep overhead low and maintain the $6 rate. Becker and Greene's model relied on volume over margins, targeting highway travelers and transient workers with standardized, no-frills rooms built efficiently using their construction expertise. Early success validated the approach, as the low entry price appealed to families and road trippers amid the growing popularity of automobile travel in the post-World War II United States. By focusing on operational simplicity—such as basic construction and minimal staffing—the founders aimed to replicate the prototype across and beyond.

Early Expansion and Growth (1960s–1970s)

Following the successful launch of its inaugural property in Santa Barbara, California, in 1962, Motel 6 pursued aggressive expansion in the mid-1960s, primarily within California and neighboring states. By 1966, the chain had grown to 26 motels, generating $4 million in annual sales and $750,000 in profits, supported by an occupancy rate of 84.9 percent—well above the national average of 67 percent. Founders William Becker and Paul Greene, experienced building contractors, drove this growth through cost-efficient construction methods that kept development expenses low, typically targeting communities with populations of at least 50,000 residents to ensure sufficient demand. This approach enabled standardized, no-frills properties emphasizing affordability over amenities, with room rates holding steady at $6 per night. Expansion beyond California began in 1965 with the opening of the chain's first out-of-state location in , , marking initial forays into the , including and . In 1967, Becker and Greene sold Motel 6 to City Investing Company, providing capital for broader geographic reach while preserving the core operational model of company-owned and -operated sites. By the early , the chain had approximately 110 motels operating across 30 states, achieving occupancy rates over 90 percent and demonstrating the scalability of its budget-oriented strategy amid rising competition from imitators in the economy lodging market. The 1970s saw Motel 6 extend eastward and open landmark properties, such as its largest facility to date, the 260-room Motel 6 Tropicana in , , in the early part of the decade, capitalizing on hubs. Growth continued but moderated due to market saturation and intensified rivalry, with the company falling short of ambitious targets to add 570 locations by , though it solidified a nationwide footprint by decade's end. This period entrenched Motel 6's reputation for reliable, low-cost accommodations, appealing to budget-conscious travelers via consistent pricing and minimal operational overhead rather than expansive services.

Ownership Transitions and National Scaling (1980s–2000s)

In 1985, Motel 6 was acquired by an investor group led by Kohlberg Kravis Roberts & Co. (KKR) from City Investing Company for $881 million, marking a significant ownership transition that facilitated aggressive expansion. Under KKR's stewardship, the chain grew from 401 properties across 39 states to 554 locations in 42 states by 1990, emphasizing cost efficiencies and broader geographic coverage to capture demand in underserved markets. This period saw Motel 6 solidify its position as a lodging leader through operational streamlining rather than luxury upgrades, aligning with its no-frills model amid rising competition from mid-tier chains. The 1990 acquisition by French hospitality firm S.A. for $1.3 billion shifted Motel 6 toward international corporate oversight while accelerating national scaling. invested heavily in renovations, committing over $600 million to modernize properties and enhance appeal without deviating from economy pricing, which propelled growth to 672 motels by 1992 and established Motel 6 as the largest U.S. economy chain by unit count. The 1991 acquisition of Regal 8 Inns further bolstered inventory, integrating additional budget assets to fill regional gaps. Franchising, introduced in 1996, marked a pivotal strategy for scalable national expansion under , allowing rapid proliferation without proportional capital outlays from the parent company. By July 2000, the chain reached its 100th franchised , contributing to a total exceeding 800 U.S. and Canadian locations by 2002; this model added 50 new franchises annually in the early , extending reach into secondary markets like with the 150th franchise in 2003. The 1999 launch of Studio 6, an extended-stay variant, complemented core growth by diversifying offerings and attracting longer-term budget travelers, reinforcing Motel 6's dominance in the economy segment through measured, data-driven replication of proven property formats.

Business Model and Operations

Core Principles and No-Frills Approach

Motel 6 was established in 1962 by William Becker and Paul Greene in Santa Barbara, California, with the core principle of providing affordable overnight accommodations for budget-conscious travelers amid rising motel rates that had reached $12 to $15 per night in the region. The founders targeted a standardized room rate of $6 per night, a figure calculated to cover construction costs, land lease expenses, and operational overhead while delivering basic, clean lodging without extravagant features. This pricing strategy formed the foundation of the brand's name and emphasized value through simplicity, positioning Motel 6 as the first dedicated economy motel chain for no-frills stays. The no-frills approach centered on essential amenities—such as functional beds, bathrooms, and heating—while omitting luxuries like telephones, in early properties, or extensive on-site services to minimize expenses and maintain low rates. featured uniform, modest with single-story layouts for easy access, construction for durability and cost-efficiency, and a commitment to daily cleaning protocols to ensure reliability despite the bargain pricing. This model relied on high driven by roadside visibility and word-of-mouth appeal to transient motorists, rather than marketing or upscale conveniences. Over time, while ownership changes introduced select upgrades like continental breakfasts at some locations, the enduring principle remained delivering consistent, unpretentious accommodations at competitive prices, preserving Motel 6's identity as a provider of straightforward value in the economy lodging sector. The original of operational efficiency and guest-focused basics continues to underpin the chain's operations, distinguishing it from full-service competitors through a focus on necessities over indulgences.

Services and Amenities

Motel 6 maintains a no-frills approach to accommodations, emphasizing clean, basic rooms at budget prices without daily or extensive on-site luxuries. Standard room features across properties include individually controlled or heating, color televisions with remote controls and expanded cable channels such as and , free wireless , and free local telephone calls with no long-distance access charges. Rooms typically provide private bathrooms with basic toiletries, modern linens, and firm mattresses designed for restful sleep, though additional in-room items like mini-fridges, microwaves, or coffee makers are available only at select renovated or Studio 6 extended-stay properties rather than as a chain-wide standard. Common property-level services include 24-hour front desk availability for flexibility, free on-site for guests arriving by , and a -friendly permitting one per room at no extra charge, reflecting the chain's appeal to road travelers. A kids-stay-free program allows children 17 and under to share a room with paying adults without additional fees, supporting family travel on tight budgets. Free morning coffee is provided in lobbies, and many locations offer coin-operated laundry facilities, vending machines for snacks and drinks, and proximity to nearby restaurants, though on-site dining is absent. Amenities such as outdoor swimming pools appear at approximately 40% of properties, primarily in warmer climates or highway-adjacent sites, while accessible rooms with features like roll-in showers and grab bars comply with ADA standards at compliant locations. Most Motel 6 buildings are now 100% smoke-free, a policy enforced since the early to align with trends and reduce maintenance costs. Variations exist due to the chain's mix of company-owned and franchised operations, with older motels offering fewer upgrades compared to newer or refurbished ones under the Studio 6 brand, which includes full kitchens and weekly housekeeping for longer stays. This decentralized model ensures core essentials remain consistent, but guests are advised to verify specific offerings via the official reservation system.

Property Management, Franchising, and Geographic Expansion

G6 Hospitality LLC, the franchisor for Motel 6, manages properties through a predominantly franchised model, supplying franchisees with comprehensive operational platforms, training programs, and prototype designs for renovations to maintain brand standards in economy lodging. This structure emphasizes franchisee autonomy in daily operations while centralizing support for revenue management, guest services, and property upgrades. Franchise agreements require adherence to these protocols, including a 5% royalty on gross room revenues and initial franchise fees around $41,300, facilitating scalable oversight without direct ownership of most sites. Franchising commenced in 1996 as a strategy to accelerate growth beyond company-owned units, transitioning from a historically owned-heavy portfolio to an asset-light approach by 2022, where franchisees assume primary management responsibilities with enhanced corporate assistance in , reservations, and compliance. This model reached over 1,000 franchised locations by 2019, prioritizing conversions of existing budget hotels and new builds in high-demand transient markets like highways and urban outskirts. Support includes guidance and performance analytics, yielding average occupancies above 75% for franchise operations. Geographic expansion began with the 1962 founding in , progressing to 26 U.S. locations by 1966 through targeted construction near travel corridors. By 1980, the chain had grown to approximately 300 properties across 30 states, leveraging acquisitions and organic development amid rising interstate travel. Entry into occurred in 1999 via initial franchise openings in cities such as Burlington and , followed by master franchise rights granted to Realstar Hospitality Corp. in 2003. As of 2024, Motel 6 operates nearly 1,500 locations throughout the and , with driving further penetration into underserved regional economies.

Marketing and Branding

Development of Iconic Advertising

In 1986, Motel 6 launched a radio featuring narrator , a carpenter and contributor selected for his authentic, down-home delivery that aligned with the chain's budget-oriented, approachable image. The campaign emerged shortly after the company's acquisition by Kohlberg Kravis Roberts in 1985, marking a shift toward emphasizing reliability and welcoming familiarity in to differentiate from competitors. Bodett's spots typically described specific motel locations in a conversational tone, highlighting clean rooms and low rates without frills. The campaign's signature slogan, "We'll leave the light on for you," originated spontaneously during Bodett's first recording session in , when he ad-libbed the phrase at the end of a script to convey a sense of and invitation after a long drive. Agency executives retained the line, recognizing its evocative imagery of lit vacancy signs as a symbol of , which resonated with road-weary travelers seeking uncomplicated . This unscripted element propelled the ads to immediate popularity, with Motel 6 reporting heightened brand recall and occupancy boosts as the spots aired nationally on radio stations. Over subsequent years, the campaign evolved into one of the longest-running in history, extending Bodett's through 1990 and incorporating seasonal and topical variations while preserving the core and narrative style. By the early , it achieved top-tier brand recognition in the lodging industry, with surveys indicating near-universal familiarity among U.S. consumers, attributed to its consistent radio presence and avoidance of high-production gimmicks. The ads' success stemmed from their causal emphasis on emotional reassurance—positioning Motel 6 as a dependable haven—rather than luxury appeals, which empirical data from occupancy metrics validated as effective for the economy segment.

Key Campaigns and Slogan Evolution

Prior to 1986, Motel 6 relied primarily on word-of-mouth referrals and highway billboards for promotion, eschewing large-scale advertising in line with its no-frills business model. In November 1986, following its acquisition by Kohlberg Kravis Roberts & Co. in 1985, Motel 6 invested $6 million in its first national radio advertising campaign, developed by The Richards Group and narrated by humorist Tom Bodett, whose folksy voice was inspired by his NPR appearances. The campaign's signature slogan, "We'll leave the light on for you," emerged when Bodett ad-libbed the line during an initial recording session, evoking themes of affordability, reliability, and welcoming safety; it was conceived by David Fowler to emphasize the chain's basic yet dependable service. Tested in and in December 1986 before a nationwide rollout in 1987, the ads featured Bodett reading fictional guest letters to highlight clean rooms and low rates, resulting in occupancy rising to 73% by 1988. The campaign expanded to television in 1992 while retaining its radio core, adapting over decades to cultural shifts—such as Y2K references, integrations in 2005, and millennial slang—without altering the core , which has remained unchanged since its inception. Recognized as one of the longest-running radio campaigns in history and ranked among Advertising Age's top 100 ad campaigns of the , it solidified Motel 6's brand as an economical, approachable option for travelers. In 2020, Motel 6 shifted agencies to Barkley, ending a 34-year partnership with The Richards Group, but preserved the Bodett-narrated format and slogan in subsequent efforts to maintain brand continuity amid expansions.

Recent Marketing Initiatives

In November 2020, Motel 6 selected Barkley as its agency of record for advertising and marketing, following a period of business restructuring that emphasized guest-focused evolution and planned initiatives such as a "return to travel" campaign amid post-pandemic recovery. This partnership yielded Motel 6's first major ad campaign under the new agency in June 2021, consisting of two English and Spanish TV spots plus six radio advertisements that preserved the longstanding "We'll leave the light on for you" tagline while pivoting to emotional narratives depicting reunions like grandparents with grandchildren to broaden appeal to demographics including truckers, frontline workers, and families. The effort aligned with rebounding domestic travel, as 66% of Americans surveyed planned summer vacations that year, primarily within the U.S. Marking its 60th anniversary in 2022, Motel 6 executed a comprehensive transformation under Vice President of Brand Marketing Jenna Berg, who had joined during the to modernize the legacy chain through refreshed identity elements and a reinforced strategic vision prioritizing affordability and reliability for contemporary consumers. Subsequent efforts in 2023 included experiential promotions like a offering winners tickets, lodging, and VIP access to concerts by artists Abraham Alexander and , leveraging Motel 6's role as Official Sponsor of Opening Acts to enhance music-related visibility. The brand also ran targeted discounts, such as 12% off for My6 loyalty members on weekend bookings, to drive app adoption and occupancy. In May 2025, Motel 6 introduced a pet-centric campaign appointing the Garfield character as its inaugural Chief Pet Officer, converting select premium suites into themed rooms to coincide with the theatrical release of a Garfield film on May 24, aiming to attract family travelers and pet owners through nostalgic licensing tie-ins.

Ownership and Financial Developments

Major Acquisitions and Sales

In 1990, French hospitality conglomerate Accor S.A. acquired Motel 6 for $1.3 billion, integrating the U.S. budget chain into its global portfolio and facilitating international expansion strategies. This transaction represented one of the largest foreign acquisitions of an American lodging brand at the time, providing Motel 6 with access to Accor's operational expertise and capital for property renovations. After more than two decades under ownership, The Blackstone Group purchased Motel 6 and its sister brand Studio 6 in 2012 for $1.9 billion, forming G6 Hospitality LLC as the managing entity focused on and growth. Blackstone's emphasized revitalizing the through investments exceeding $400 million in renovations and digital upgrades, while expanding the franchise model to over 1,400 locations by the mid-2020s. In September 2024, Blackstone agreed to divest G6 Hospitality—including 6 and Studio 6—to India-based OYO for $525 million in cash, a deal completed in December 2024 that shifted control to a technology-driven operator aiming to leverage 6's U.S. footprint for hybrid budget and app-based booking models. OYO's acquisition included commitments to add over 150 new properties by the end of 2025, prioritizing direct bookings and operational efficiencies amid competitive pressures in the economy lodging sector.

Recent Transactions and Strategic Shifts (2010s–2020s)

In May 2012, The Blackstone Group agreed to acquire Motel 6 and its sister brand Studio 6 from S.A. for $1.9 billion, with the transaction closing in October 2012 after unwinding certain leases. This marked a shift from Accor's ownership since 1990, positioning Blackstone to integrate the brands into its portfolio while emphasizing operational efficiencies. Under Blackstone's ownership through G6 Hospitality, the company pivoted to an asset-light, franchise-dominated model, divesting owned properties to reduce capital exposure and prioritizing licensing for expansion. This facilitated growth, with Motel 6's franchise network generating over $1 billion in annual gross room revenue by the mid-2020s. Investments focused on renovations, digital booking enhancements, and franchisee support, contributing to recognition in franchise rankings such as Entrepreneur's Franchise 500, where Motel 6 placed in the top 50 by 2024. In September 2024, Blackstone announced the sale of G6 Hospitality to OYO's parent company, Oravel Stays Ltd., for $525 million in an all-cash deal, which closed on December 17, 2024. OYO, an India-based firm, aimed to leverage Motel 6's established U.S. presence for synergies in budget lodging, including accelerated franchise additions—targeting around 250 hotels in 2024—and enhanced direct booking capabilities through digital investments. Post-acquisition, G6 expanded its franchise development team by eight members in September 2025 to deepen relationships and drive North American growth, while re-integrating affiliates like Hotels Group, adding ten properties under Motel 6 and Studio 6 banners.

Controversies and Challenges

Guest Privacy and Law Enforcement Practices

In September 2017, investigative reports revealed that employees at multiple Motel 6 locations, particularly in Phoenix, Arizona, had been voluntarily providing daily guest registries to U.S. Immigration and Customs Enforcement (ICE) agents without warrants, subpoenas, or other legal compulsion. These registries included personally identifiable information such as names, license plate numbers, room numbers, and dates of birth for all registered guests, often targeting those with Latino-sounding surnames for follow-up investigations. The disclosures facilitated ICE raids and deportations, with at least nine individuals detained in Arizona shortly after the practice came to light. Motel 6 initially attributed the handovers to unauthorized actions by individual frontline staff, denying it as corporate policy, and responded by terminating involved employees and directing properties to cease the practice. However, subsequent investigations uncovered similar occurrences at over 20 locations nationwide, including at least six in Washington state from 2015 to 2017, where approximately 80,000 guests' data was shared. This violated Washington's Consumer Protection Act, as Motel 6's own privacy policy misrepresented the company's data-sharing practices by implying disclosures occurred only under legal mandate or for safety reasons. The incidents prompted multiple lawsuits alleging privacy violations, racial discrimination, and unconstitutional facilitation of law enforcement profiling. In January , Washington Attorney General Bob Ferguson filed suit, resulting in a $12 million settlement in April 2019 that included restitution for affected guests and a nationwide barring Motel 6 from sharing guest data without a warrant, , or imminent threat of harm. Separate class-action suits by Latino guests and the Mexican American Legal Defense and Educational Fund yielded additional settlements totaling around $7.6 million to $10 million by 2020, with court-mandated three-year compliance decrees enforcing enhanced privacy training and data safeguards. As of the settlements, Motel 6 maintains a prohibiting voluntary disclosure of guest information to , including , absent judicial process, with exceptions limited to immediate dangers or statutory requirements; the company has not faced major reported violations since implementing these reforms. In June 2025, , the voice behind Motel 6's long-running "We'll leave the light on for you" , filed a federal against G6 Hospitality LLC, the parent company of Motel 6, in the U.S. District Court for the Southern District of New York. Bodett alleged that the company breached their advertising contract by failing to make a required annual payment in 2024, which triggered the agreement's termination, yet continued to use recordings of his voice, name, and likeness in promotional materials without authorization or compensation. The suit claims violations of contract terms, right of publicity, and misappropriation, seeking at least $1.2 million in unpaid fees, plus unspecified damages, profits derived from the unauthorized use, and injunctive relief to halt further exploitation. Bodett's association with Motel 6 spanned 39 years, beginning in 1986, during which his folksy narration became integral to the brand's radio and television advertisements, contributing significantly to its recognition as a option. According to the complaint, after the contract lapsed due to non-payment, Motel 6 persisted in leveraging pre-existing ad assets featuring Bodett, effectively extending his endorsement without consent or . Prior to litigation, Bodett pursued negotiations for a confidential settlement aimed at acknowledging his contributions to the brand's success while minimizing harm to Motel 6's image and its franchise network. G6 Hospitality has not publicly commented on the merits of the claims, though a confirmed awareness of the filing. In a separate matter involving franchise contracts, Motel 6 pursued a action against operators of a hotel, where a court excluded evidence of alleged oral promises made outside the written franchise agreement, applying Texas's to enforce the contract's integration clause. This ruling underscored limitations on introducing extrinsic agreements in disputes over branding rights, which intersect with obligations under franchise terms, though the case centered primarily on usage rather than direct misrepresentation. No major class-action suits alleging by Motel 6, such as unsubstantiated claims about room quality or amenities, have resulted in significant judicial findings or settlements based on available records.

Property Quality Issues and Regulatory Interventions

Several Motel 6 properties have been cited for and violations stemming from poor and , including pest infestations, mold growth, and inadequate . Guest reports across multiple locations frequently describe encounters with bed bugs, roaches, stained linens, and unclean facilities, contributing to the chain's low average ratings on review platforms. These issues reflect broader challenges in budget lodging, where cost-cutting on upkeep can lead to degraded conditions, though individual franchisee practices vary. Regulatory interventions have targeted specific properties for non-compliance with local codes. In February 2025, , ordered the Motel 6 at 2015 Wade Hampton Boulevard to cease operations due to failures in the fire alarm and sprinkler systems, following inspections initiated in . Similarly, in March 2025, Albuquerque city officials closed a Motel 6 property citing hazardous , broken bathroom fixtures, and inoperative sewer systems causing backups. In August 2023, , evacuated families from a Motel 6 used for emergency housing after inspections revealed sanitation deficiencies, prompting the release of violation reports. By September 2025, owners and managers of two , Motel 6 locations faced criminal charges for operating without required lodging licenses, amid documented failures in safety, fire, and inspections. Such actions underscore localized enforcement against operators neglecting basic standards, with no evidence of centralized corporate fines but recurring patterns tied to franchise oversight.

References

  1. https://g6hospitality.com/about-us/
  2. https://www.motel6.com/en/home/policies/about.html
  3. https://www.company-histories.com/Motel-6-Company-History.html
  4. https://togo.hotelbusiness.com/article/motel-6-leaves-light-on-for-60-years/
  5. https://www.franchisehelp.com/franchisee-resource-center/motel-6-well-leave-the-light-on-for-you-advertising-success/
  6. https://g6hospitality.com/motel-6-named-best-budget-hotel-brand-in-the-us-by-usa-today-readers-in-60th-year-serving-travelers/
  7. https://www.forbes.com/sites/suzannerowankelleher/2024/09/23/indian-startup-oyo-buys-motel-6/
  8. https://skift.com/2024/09/20/oyo-buys-motel-6-for-525-million-in-u-s-expansion-bid/
  9. https://www.rd.com/article/motel-6-name/
  10. https://www.facebook.com/groups/numanowner/posts/1550088579510611/
  11. https://www.encyclopedia.com/books/politics-and-business-magazines/motel-6
  12. https://encyclopediadubuque.org/index.php/MOTEL_6
  13. https://factrepublic.com/facts/21363/
  14. https://www.latimes.com/archives/la-xpm-1990-07-13-fi-155-story.html
  15. https://www.hospitalitynet.org/news/4013590.html
  16. https://www.fundinguniverse.com/company-histories/motel-6-history/
  17. https://www.codeandtheory.com/things-we-make/motel-6-case-study
  18. https://www.motel6.com/en/home/studio6.html
  19. https://www.motel6.com/en/home/motels.ny.binghamton.4733.html
  20. https://www.motel6.com/en/home/motels.fl.lakeland.9370.html
  21. https://www.motel6.com/en/home/motels.fl.englewood.8729.html
  22. https://www.motel6.com/en/home.html
  23. https://extranet.g6franchising.com/supportservices.aspx
  24. https://www.franchisehelp.com/franchises/motel-6/
  25. https://www.freefddlibrary.com/franchises/g6-hospitality-franchising
  26. https://hotelmanagement.mydigitalpublication.com/articles/motel-6
  27. https://www.hospitalitynet.org/news/4091683.html
  28. https://extranet.g6franchising.com/Motel6andStudio6.aspx
  29. https://www.youtube.com/watch?v=7mVT3mNuAkA
  30. https://www.hospitalitynet.org/news/4003788.html
  31. https://g6hospitality.com/category/press-release/
  32. https://www.adweek.com/creativity/30-years-later-motel-6-and-tom-bodett-are-still-cranking-out-the-worlds-best-radio-ads/
  33. https://www.latimes.com/archives/la-xpm-1988-05-03-fi-2171-story.html
  34. https://www.nytimes.com/1989/05/18/business/the-media-business-advertising-motel-6-roused-by-topical-wit.html
  35. https://g6hospitality.com/motel-6-celebrates-60-years-of-contributions-to-the-travel-industry/
  36. https://www.yesteryearretro.com/2021/09/commercials-of-yesteryear-motel-6-well.html
  37. https://tedium.co/2018/02/20/tom-bodett-motel-6-history/
  38. https://g6hospitality.com/motel-6-names-barkley-as-new-agency-of-record-for-advertising-and-marketing/
  39. https://www.campaignlive.com/article/motel-6-launches-first-ad-campaign-parting-ways-richards-group/1717870
  40. https://ir.tripadvisor.com/news-releases/news-release-details/travel-heating-two-thirds-americans-planning-summer-vacations
  41. https://www.ana.net/miccontent/show/id/er-2023-12-shopd-dec23-motel-6
  42. https://adage.com/article/special-report-40-under-40/40-under-40-jenna-berg-vp-brand-marketing-motel-6/2428096/
  43. https://g6hospitality.com/motel-6-launches-two-sweepstakes-for-fans-to-win-ultimate-music-experience/
  44. https://g6hospitality.com/economy-lodging-brands-donate-food-for-more-than-15000-animals-in-need/
  45. https://news.designrush.com/garfield-is-motel-6-chief-pet-officer-in-new-campaign
  46. https://www.encyclopedia.com/books/politics-and-business-magazines/motel-6-corporation
  47. https://www.kbtx.com/2024/09/21/motel-6-sold-indian-hotel-operator-525-million/
  48. https://www.wsj.com/real-estate/commercial/motel-six-sold-oyo-indian-hotel-chain-ef3bfdf8
  49. https://www.npr.org/2024/09/23/nx-s1-5123643/motel-6-oyo-blackstone-sold
  50. https://www.hoteldive.com/news/oyo-completes-g6-hospitality-acquisition/736005/
  51. https://skift.com/2024/12/18/oyo-completes-motel-6-acquisition-next-150-new-hotels-by-2025-with-a-focus-on-direct-bookings/
  52. https://www.blackstone.com/news/press/sale-of-motel-6-for-1-9-billion-dollars/
  53. https://hotelsmag.com/news/accor-sells-motel-6-to-blackstone-for-1-9-billion/
  54. https://www.linkedin.com/posts/-as_aahoa-motel6-hotel-activity-7326375414430339072-b1mK
  55. https://www.hotelnewsresource.com/article133284.html
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  58. https://hoteltechnologynews.com/2025/02/oyo-focuses-on-direct-bookings-and-customer-engagement-with-major-investment-in-motel-6-digital-growth/
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  61. https://www.theguardian.com/us-news/2017/sep/14/motel-6-undocumented-immigrants-reported
  62. https://www.npr.org/2018/11/06/664737581/motel-6-agrees-to-pay-millions-after-giving-guest-lists-to-immigration-authoriti
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  64. https://www.atg.wa.gov/news/news-releases/ag-sues-motel-6-violating-privacy-discriminating-against-thousands-washingtonians
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  73. https://www.atg.wa.gov/motel-6-settlement-claim-information
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  83. https://www.yelp.com/biz/motel-6-corpus-christi
  84. https://www.wyff4.com/article/motel-ordered-to-cease-and-desist-operations-after-code-violations-in-greenville-county-south-carolina-officials-say/63923899
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  88. https://www.news-leader.com/story/news/local/ozarks/2025/09/18/owner-manager-charged-for-running-2-springfield-mo-hotels-illegally-failing-safety-inspections/86198342007/
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