UNITE HERE Raises Questions About Accor's Motel 6
JANUARY 13, 2009 - UNITE HERE has launched a dedicated website for current and prospective motel franchisees with information about Motel 6. The website provides an independent resource for franchisees in the competitive economy lodging segment.
CanMotel6compete.info examines how Motel 6 measures up to competitors such as Microtel, Super 8, Days Inn, and Econo Lodge. 'Motel owners have a lot of options in this segment. Since franchise financing has tightened, the website offers a critical perspective on Motel 6 to help franchisees make this important decision,' says Becky Perrine, a researcher with UNITE HERE.
The website compares Motel 6 with competitors in the following areas:
Performance & pricing,
Guest satisfaction,
Experience,
Brand revitalization,
Expansion outside of North America, and
Brand integration and cross promotion.
Despite its relative size, UNITE HERE finds that Motel 6 has been slow to grow its franchise base compared to some of its competitors. Motel 6 has averaged only 20 new franchisees a year since starting to franchise in 1996, according to an analysis of the company's data. Currently, Motel 6 has less franchised properties than even Microtel - one of the youngest and smallest motel chains, and lags far behind Super 8 and Econo Lodge. Motel 6 also trails other leading motel chains in guest satisfaction according to J.D. Power & Associates' 2008 Guest Satisfaction Survey.
The website also features interactive charts that provide users with relevant statistics and hosts a survey for franchisees to provide their own feedback on the chain.
Motel 6 is headquartered in Carrollton, Texas. The chain is owned by Accor SA, which is based near Paris, France. Accor currently owns or operates 80% of Motel 6's rooms.
UNITE HERE is the North American union of workers in the hospitality and garment industries. UNITE HERE represents workers employed by Accor in New York and Toronto.
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