India's OYO to invest $10 million to enhance digital presence of the US-based G6 Hospitality

Ritesh Agarwal-led traveltech giant OYO said it will invest $10 million or about Rs 87 crore in the US-based G6 Hospitality, which operates Motel 6 and Studio 6.

The development comes months after the Indian company acquired G6 Hospitality from Blackstone Real Estate for $525 million in an all-cash deal.

Expanding digital presence

OYO said it will channel the funds into growing the Motel 6 website and the My6 mobile app, with the goal of boosting app downloads by four times before the summer travel season.

The company will deploy advanced digital targeting strategies, leveraging direct partnerships with Google and Microsoft to engage high-intent customers more effectively.

The investment will power targeted digital campaigns aimed at reaching customers actively searching for accommodations.

"The company plans to focus on growing the Motel 6 website and the My6 app. It aims to increase app installs by 4X before the summer season kicks in and will also use advanced digital targeting strategies, focusing on high-intent customers through direct partnerships with leading digital platforms like Google and Microsoft," OYO said in a statement.

Expansion plans

G6 Hospitality aims to add more than 150 hotels under its Motel 6 and Studio 6 brands by 2025. Markets like Texas, California, Georgia and Arizona are key to this growth plan, which OYO says will strengthen the brands’ footprint in these regions.

"The investment underscores G6's commitment to supporting its franchise network by driving direct bookings and reducing dependency on third-party platforms," said Shashank Jain, Head of Online Revenue, G6 Hospitality.

Notably, G6 Hospitality recently partnered with HotelKey, a hospitality technology provider, to enhance the technological capabilities across its network of properties in the US and Canada.