Dive Brief:
- G6 Hospitality has signed a development agreement with Natson Hotel Group to open 18 hotels under its newly launched Studio 6 Plus extended stay brand, according to a release obtained by Hotel Dive.
- The hotels will be located in “key growth markets in the U.S.,” including across Georgia, Tennessee, Alabama, South Carolina, North Carolina, Florida and other areas “experiencing strong extended-stay demand driven by corporate relocations, healthcare facilities, and manufacturing growth,” per G6 Hospitality.
- The deal comes roughly two weeks after G6 Hospitality launched Studio 6 Plus at its annual franchisee convention in Cancún, Mexico. The brand aims to target travelers seeking “security, space, and home-like features,” according to G6 Hospitality CEO Sonal Sinha. Last week, the company also announced it has plans to enter into the midscale extended stay segment.
Dive Insight:
The development deal with Georgia-based Natson Hotel Group builds upon the pair’s existing partnership. The group currently operates more than 75 properties with G6 Hospitality under the hotel company’s Motel 6 and Studio 6 brands. Development on the new Studio 6 Plus hotels is expected to begin this month, with the first properties slated to open in early 2027.
“The Natson Hotel Group has been a valued partner for G6 over the years. This agreement marks an important step as we expand Studio 6 Plus, a brand designed for guests who are staying longer and looking for comfort, consistency, and a more seamless extended-stay experience,” Sinha said in a statement.
With the deal, G6 Hospitality expands its extended stay pipeline amid growing demand for the product. In 2024, select-service and extended stay hotel RevPAR reached a record $78, up 14% compared to 2019 levels, with demand increasing 232,000 room nights year over year, according to G6 Hospitality.
Studio 6 Plus addresses a “key gap” in the extended stay market, offering interior corridor security, expanded room layouts and enhanced amenities at target ADRs of $80 to $90, per G6 Hospitality. The properties are expected to include 60 to 150 rooms with fully equipped kitchens, smart TVs and storage and closet space.
G6 Hospitality is also plotting growth in the midscale extended stay segment, last week tapping former Wyndham Hotels & Resorts executive Krishna Paliwal as president of midscale extended stay. Paliwal’s appointment establishes the foundation for the segment’s long-term growth, per the company.
Other hotel players expanding in the midscale extended stay segment include Marriott International as well as BWH Hotels, which last month opened the first U.S. hotel under its @HOME by Best Western brand.
At the start of this year, hotel development leaders told Hotel Dive that the extended stay category would remain one of the most compelling opportunities in hospitality in 2026.
