G6 Hospitality, the parent company of Motel 6 and Studio 6, has reported that its Revenue Management Services (RMS) program has significantly outperformed the broader portfolio and market benchmarks. The program, which utilizes proprietary automation tools and strategic oversight, has enabled participating properties to achieve an 11% year-over-year revenue growth in the first quarter of 2025, doubling the growth rate of non-RMS properties and surpassing industry standards.

The success of the RMS program is attributed to its comprehensive approach, including daily competitive set monitoring and bi-weekly strategy calls with dedicated revenue managers. This allows property managers to concentrate on guest experience while G6’s experts optimize pricing and promotional strategies. Notably, properties under the RMS program achieved a 10% higher Average Daily Rate (ADR) compared to their non-RMS counterparts, highlighting the program’s effectiveness in revenue optimization.

Digital channels have particularly benefited from the RMS program, with app and website bookings for managed properties growing by 11.5% in Q1 2025, in contrast to a 4.4% decline in the rest of the portfolio. This growth is driven by advanced dynamic pricing and OTA optimization, supported by a central performance marketing team. The momentum continued into April 2025, with RMS properties posting a 9% revenue growth and an 11% increase in web channel bookings, further demonstrating the program’s impact.

Sonal Sinha, CEO of G6 Hospitality, emphasized the program’s role in empowering franchisees with cutting-edge tools and strategic expertise to drive results. The recent launch of the AI-powered My6 app, which has already increased direct bookings by 14% year-over-year, complements the RMS program’s objectives. Together, these initiatives reflect G6 Hospitality’s commitment to leveraging technology and data to foster growth, enhance guest satisfaction, and support franchisee success.

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