OYO, the global travel technology platform, has taken a significant step towards expanding its presence in the United States with its $525 million acquisition of G6 Hospitality. The deal, announced as an all-cash transaction, marks a major milestone for the Indian-founded company, which has grown substantially since its launch in the US in 2019. G6 Hospitality is the parent company of two well-known budget lodging chains, Motel 6 and Studio 6, both of which boast strong brand recognition across the US economy hotel sector.
This acquisition comes at a time when OYO is aggressively increasing its footprint in the American hospitality market. The company, which currently operates more than 320 hotels across 35 states, added nearly 100 properties to its US portfolio in 2023 alone. Its ambitious plans for 2024 include the addition of another 250 hotels, building on the momentum created by this strategic acquisition. With Motel 6 and Studio 6 brands already well-established in the US, OYO intends to leverage its technology and entrepreneurial expertise to enhance operations while retaining the iconic status of these brands.
G6 Hospitality, owned by Blackstone Real Estate since 2012, has long been a major player in the economy lodging segment. With approximately 1,400 properties in North America, it offers affordable stays to a wide range of travelers, making it a valuable asset for OYO’s portfolio. The transaction, which is expected to close in the fourth quarter of 2024, is subject to the usual regulatory approvals and closing conditions.
For OYO, this acquisition represents a key move to strengthen its foothold in the US, a market that remains pivotal for the company’s international growth strategy. According to its CEO, Ritesh Agarwal, the deal symbolizes a significant turning point for OYO as it seeks to blend the strengths of the Motel 6 and Studio 6 brands with OYO’s operational efficiency and technological prowess. Agarwal emphasized that Motel 6’s established brand identity, combined with OYO’s innovative approach to hospitality, would enable the company to chart a sustainable growth trajectory.
Since its entry into the US market, OYO has positioned itself as a tech-driven hotel company, utilizing artificial intelligence and data analytics to optimize pricing, streamline operations, and enhance customer experiences. With this acquisition, OYO plans to apply similar strategies to improve the performance of G6 Hospitality’s properties, targeting a diverse range of customers, from budget-conscious travelers to extended-stay guests.
For Blackstone Real Estate, the sale of G6 Hospitality marks the end of a 12-year ownership period during which the company implemented significant operational improvements at Motel 6 and Studio 6. Under Blackstone’s ownership, G6 Hospitality expanded its footprint and modernized many of its properties, which contributed to its resilience during challenging periods, such as the economic downturn following the COVID-19 pandemic.
The deal underscores a broader trend of consolidation within the global hospitality industry, where companies are increasingly seeking to strengthen their portfolios through strategic acquisitions. For OYO, the integration of G6 Hospitality into its growing network of hotels aligns with its mission to become a dominant player in the economy lodging sector worldwide.
As OYO embarks on this new chapter, industry observers are keenly watching how the company will navigate the complexities of integrating such a well-established brand into its operations. The Motel 6 and Studio 6 brands, known for their no-frills approach to lodging, are likely to benefit from OYO’s focus on technology and innovation, while OYO itself could gain from the vast operational experience that G6 Hospitality brings to the table.
With the US being one of OYO’s key markets, the acquisition of G6 Hospitality is expected to boost the company’s revenues and solidify its presence in North America. It also provides OYO with a platform to further diversify its offerings in the budget travel space, catering to both short-term and extended-stay customers.
