Expedia Signs Loyalty Program Enrollment Deal With Motel 6 Parent
Skift Take
Expedia penned its second loyalty-enrollment agreement with a hotel chain, but like the previous pact with Red Lion's parent, the G6 Hospitality deal isn't any kind of game-changer for Expedia as it tries to soften the effects of the the big chains' direct-booking campaigns.
Expedia Inc. has been eager to make inroads with hoteliers as the large chains pursue direct-booking campaigns, and it has signed a deal with the parent of Motel 6 to get access to their lower loyalty-member rates, and to sign up Expedia site users to the chain's loyalty program.
The Expedia deal with G6 Hospitality, the parent of Motel 6 and Studio 6, which have 1,400 properties in the U.S. and Canada, is similar in its broad outlines to the agreement Expedia signed with Red Lion Hotels, now called RLH Corp., in August 2016. RLH gives Expedia its member-only rates, which are lower than rates for its rooms that Expedia would otherwise gets access to, and in turn Expedia signs up customers booking the chain's properties on Expedia sites to the RLH loyalty program.
Th
