Mobile Commerce Daily is now Retail Dive: Mobile Commerce! Click here to learn more!

Motel 6 leverages Spanish-language mobile Web site to boost bookings

“En Espanol” links at the bottom of the mobile Web site take travelers directly to reservation tools, guest services and views of 1,100 Motel 6 properties fully presented in Spanish. The launch of the mobile Spanish site kicks off a digital makeover that will culminate with the launch of a fully responsive digital environment for the chain in the coming months.

“All of these changes and digital innovations point back to one goal: Creating a more personalized, simplified experience for our users,” said Lance Miceli, executive vice president and chief marketing officer at Motel 6, Dallas.

“As the travel behaviors of our guests continue to change and they increasingly research and book on mobile, we are continuously evolving to respond to their needs. “That’s why Motel 6 is making revolutionary changes to our entire digital platform,” he said.

Economy group
Hosting an all-Spanish digital presence moves the brand closer to its goal of leading the economy-hotel segment and future expansion into Latin America.

Motel 6’s new Spanish-language mobile site complements its existing phone reservation service, which is also available in both English and Spanish.

The new site is supported by’s language services and GlobalLink OneLink technology. OneLink makes it easy for organizations to launch and manage multilingual Web sites by streamlining project management processes and keeping content in sync automatically.
“Based on industry data, we know that mobile is king,” Mr. Miceli said. “Certainly it is the direction the industry is taking. At Motel 6, it’s really about our commitment to deliver an excellent user experience.
“More and more, smartphones and mobile devices are becoming like an on-the-go concierge for prospective guests,” he said. “Our Spanish-speaking guests can now use their mobile devices to book their reservations and search our properties, which allows the brand to reach even more travelers and provide greater ease-of-use to Spanish speaking audiences in the U.S. and abroad.”
Like other accommodation brands, Motel 6 has moved deeper into mobile as customers increasingly turn to smartphones and tablets to manage travel information. In recent years, the chain has embraced a mobile-first strategy, designing its online services predominantly for users on mobile devices.
“Delivering an intuitive, best-in-class digital experience to the guest, who is increasingly interacting with us while on-the-go, is a core element of being recognized as the uncontested leader in the economy segment,” Mr. Miceli said.
Tapping iPad 
Last year, Motel 6 launched a new mobile application specifically designed for Apple’s iPad to let consumers book and manage their hotel reservations. Motel 6 also has apps available for iPhone and Android devices.
“It’s very important to look through the eyes of your customers to create a personalized experience,” said Sheryl Kingstone, Toronto-based research director with Yankee Group. “This is critically important with mobile experiences today.
“While the Spanish Web site is an important aspect, the fact that now travellers link directly to Spanish reservation tools, guest services as well as detailed views of more than 1,100 Motel 6 properties is even more important,” she said. “Motel 6 is addressing mobile-first needs of their customer across the mobile journey.”
Final Take 
Michael Barris is staff reporter on Mobile Marketer, New York.