G6 Hospitality, the parent company of Motel 6 and Studio 6, has decided to “reduce its engagement” with AAHOA effective immediately, HOTELS Magazine has learned, citing concerns over AAHOA leadership and its positions related to the economy hotel segment.
An email obtained by HOTELS from Sonal Sinha, CEO of G6 Hospitality, to Laura Lee Blake, president and CEO of AAHOA, raises G6’s concerns over how the organization serves the interests of economy-focused hotel brands and their franchisees. Those concerns, the email stated, were not addressed “with the seriousness they warranted.”
AAHOA is the largest hotel owners association in the world, representing nearly 20,000 members who, by many accounts, own 60% of all hotels in the U.S.
G6 Hospitality was acquired by OYO in 2024. OYO rebranded to PRISM last year.
This is not the first occasion that a large hotel franchisor group has severed ties with the organization. In 2023, Choice Hotels International paused its partnership with AAHOA. A year prior, Marriott International decided to end its partnership with AAHOA in response to the organization’s “12 Points of Fair Franchising,” which Marriott said ran counter to its business model and interests. In 2024, Marriott resumed its relationship with AAHOA, but did not give a specific reason why.
HOTELS reached out to AAHOA for comment but has yet to receive a response.
Sinha’s letter points out that G6 Hospitality is among the few major franchisors to have agreed to AAHOA’s 12 Point Fair Franchising standards, calling it a “gesture made in good faith.” Concerns expressed by G6 spanned several areas, including how AAHOA has chosen to engage with its franchisor members, the organization’s policy positions as they relate to the economy lodging segment and broader questions about governance and conduct. “Despite our repeated and transparent efforts to engage constructively, we have been unable to reach a point of alignment that would allow us to continue this membership in good conscience,” the letter said.
A source close to the matter told HOTELS that G6’s exit has been months in the making. “G6 Hospitality periodically reviews its engagement with industry organizations to ensure it is best supporting franchise owners. After careful consideration and discussions with AAHOA, we have decided to step back from our current level of involvement.”
In conclusion, Sinha expressed that G6 and AAHOA were misaligned. “In its current direction, [AAHOA] is not the right fit for G6 Hospitality at this time.”
