Motel 6: Ski for all

Motel 6, a motel chain, partnered with long-time guest and legendary ski bum, Joe Miron, to increase revenue and direct bookings during winter season, and increase brand perception and positive sentiment to build a deeper, emotional connection with travellers.

Introduction

Motel 6 guests, who we call Economy Movers, are the diverse, hardworking folks who keep the economy going every day, and constantly seek affordable travel that fits their budget. In fact, 55% identify as having an income less than $50K, a unique characteristic of Motel 6 guests vs. the category.

When exploring their winter travel habits, we uncovered a surprising data point about our guests: these budget travelers are 5x more likely than the general population to be interested in skiing– a "luxury" sport infamous for its high cost of entry. Indeed, despite their interest in the sport...

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