Motel 6, long known as the budget-friendly, ubiquitous roadside lodging option, is undergoing a major redesign to modernize its brand and guest experience. The company has launched a multimillion-dollar effort to update both its visual identity and the interiors of its hotels.
The new “Room to Room” campaign, which began airing on national cable networks in November, highlights the chain’s move toward a more contemporary aesthetic. Additional advertising across traditional and digital media, along with social media efforts, are planned to continue promoting the refreshed brand throughout 2016.
Renovations focus on creating cleaner, more comfortable rooms. Upgrades include faux-wood flooring, pillow-top mattresses, pedestal-style beds, and reimagined bathrooms with double doors, black granite countertops, and walk-in showers. Exterior and lobby areas are also being refreshed, featuring brighter colors and comfortable, modern furnishings to reflect the chain’s updated style.
“Our efforts supporting the brand renovation project continue to offer guests the consistency and dependability they expect from Motel 6, now in a newly redesigned modern space,” said Lance Miceli, executive vice president and chief marketing officer for Motel 6.
Founded in 1962 with its first location in Santa Barbara, California, Motel 6 has long been a familiar choice for travelers seeking an affordable, no-frills stay. The current redesign aims to preserve the chain’s value-driven appeal while delivering a more contemporary, welcoming environment for guests.