Watch out Ace, James and W. Motel 6 is coming for you. Well, maybe not exactly. But if you never thought “European and stylish” would describe the low-budget hotel chain with questionable taste, think again.
Starting with a few prototype locations (they’re calling the Phoenix project), the company is currently undergoing a major facelift lead by the London design firm Priestmangoode. Bright accent colors, platform beds, granite countertops, 32-inch flat-screen tvs and wood (effect) floors freshen the look, while multifunctional furniture pieces and modular storage optimize the room’s space….all this, still for $39.99.
“This design embodies the heart of Motel 6 – it’s no-frills, uncomplicated and efficient with a new modern edge,” said Jim Amorosia, president and COO of Motel 6 and Studio 6. “The Phoenix prototype offers the best of both worlds – an upscale feel at the lowest price of any national chain. True to the spirit of Motel 6, the new design is simple, functional and straight to the point.“
While the interiors will be updated in the next few months, so too will the exteriors, lead by the firm BOKA Powell. Motel 6 plans for about 120 properties to have the new Phoenix look by the end of 2010.And competitors Super 8 and Red Roof Inn are beginning to renovate their properties similarly, all aiming for the budget traveler with design as the weapon of choice.
Redecorating may be a big task, but overcoming their brand perception might be the hardest challenge. Will the current customer base feel comfortable staying in a room resembling an IKEA or BoConcept showroom? Will prospective style-conscious patrons be able to overcome their Motel 6 fears?
And where does Tom Bodett fit into all this? Or does he prefer “Tomas” now?
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