Motel 6 says redesign has 'boutique-style flair'

Motel 6 prototypeMotel 6 has unveiled its first new prototype in 12 years, dubbed the Phoenix design.

Accor North America, parent company of Motel 6, said early consumer feedback revealed that guests found the new prototype to have a “modern, European, boutique-style flair that they find both unexpected and appealing.” 

“The Phoenix prototype will set a new standard for economy hotels,” said Olivier Poirot, CEO of Motel 6 and Studio 6. “We are also very excited to resume Motel 6 corporate development again and to have this new prototype to offer our guests and franchisees. By increasing the growth of both corporately owned and franchised locations in our network, Motel 6 and Studio 6 are getting closer to achieving the goal of reaching 1,200 North American properties by 2010.” 

The Phoenix prototype, named after the mythical bird symbolizing rebirth and renewal, was designed by Priestman Goode of London. Priestman Goode designed the room to “optimize the use of space by combining multiple functions into a single piece of furniture to provide modern functionality,” said Motel 6. For example, the entertainment unit that houses the 32-inch, flat-screen TV conceals the door-less wardrobe behind it. The entertainment unit has a cubby for personal items and a multimedia panel enabling guests to plug in their MP3 players, CD players and laptops.

The banquette seating area is a new feature for Motel 6 that the chain says “will set it apart from others in the economy sector.” The table for two is situated in the corner of the room with a design that “encourages interaction between guests,” said Motel 6. The bathroom features double doors; a black, granite countertop with vessel sink; and a walk-in shower with a molded seat. 

The new guest room design also calls for ambient lighting, “wood-effect flooring” rather than carpeting and pedestal beds with a taupe-colored coverlet and pillow-top mattress.

The Phoenix prototype also includes a new building exterior and a spacious lobby.

After a design competition, Priestman Goode’s Phoenix prototype was chosen based on input from franchisees and guests. The first Phoenix prototype will be a corporate-owned location, and construction will begin in the latter half of 2008. The new prototype will be available to franchisees in the summer of 2009.

Motel 6 said it plans to retrofit many corporate-owned properties with elements of the new prototype.

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