Prism’s G6 Debuts New Budget Brand in the U.S. — Studio 6 Plus
Photo Credit: Prism Group CEO and Founder Ritesh Agarwal at Skift Global Forum 2025. Skift
Skift Take
Studio 6 Plus is Prism's attempt to push G6 upmarket without abandoning the value lane, and to recruit developers with sharper franchise terms than its rivals are offering.
G6 Hospitality, a subsidiary of India's Prism, has launched Studio 6 Plus, a new extended-stay brand for the U.S. market.
G6, which also operates the Studio 6 and Motel 6 brands, said Atlanta-based Natson Hotel Group committed to build the first 15 properties at a cost of roughly $200 million.
Why it matters: The new brand is a first attempt by Prism to try to make a "premium economy" model work in the U.S. and elsewhere. At Skift Global Forum in September, Agarwal compared the strategy to discount airlines:
"This is similar to
