Loyalty is no longer just about repeat stays. Hotel execs are increasingly pitching it as a revenue engine that can keep growing even when room pricing slows.
New ownership appears to be nudging Motel 6 toward a different playbook, dialing back traditional industry ties and emphasizing targeted advocacy. This may leave some franchise owners to wonder whether the pace of change feels too fast.
Although the rollout spans most major Asia-Pacific markets, travelers in India still won’t see the feature yet, a notable exclusion given the country’s size and growing outbound travel demand.
The original Starwood Hotels became a powerhouse through a scale game. The revived brand name is a bet that less can be more in today's world of digital distribution and marketing.