G6 Hospitality

Motel 6

Offering travelers a way to book fast, and operators a tool to maximize revenue.

Motel 6 was founded in Santa Barbara, California in 1962. Through a strategy of offering no-frills, clean, and consistent rooms for travelers on-the-go, the company has since grown to become one of North America’s largest providers of budget lodging.

Motel 6 - Location Detail - Device Trio


The Business Problem

For Guests:

Limited Digital Hospitality

Motel 6 guests are a mobile bunch. Unfortunately, weary travelers, instead of finding refuge in Motel 6’s online search and reservation system, were met with a rigid interface that wasn’t optimized for mobile, required many clicks to reserve a room, and didn’t contextualize the reservation in the local area.

All too often, travelers abandoned their search.

For Managers:

Legacy Tech

In the hospitality industry, Revenue Management encompasses market analysis and demand forecasting to maximize revenue potential. Motel 6’s Revenue Management software hadn’t evolved since the 1990s. Franchisees and property managers struggled with an interface accessible on platforms as old as Windows ‘98, with no means for remote access. Front desk check-in computers even operated separately from back-room price-adjustment computers.

With chains like Hilton revamping their revenue systems, Motel 6 had to play catch-up. Fast.


The Challenge

For Guests:

How can we make booking rooms on the move as effortless as possible?

For Managers:

How can a digital revenue management system help franchisees and hotel managers respond to conditions in real-time to maximize profits?

Motel 6 - Booking Flow - Illustration


The Experience Insight

For Guests:

The Keys to a Quick Room: Proximity and Value

Knowing that Motel 6’s core customer is someone who needs to book a room at the nearest hotel as soon as possible, we constrained our designs first by device (to accommodate the smaller screen of a phone), and second by geographic considerations.

For Managers:

A Fresh Start: Intuitive, Responsive, Universal

Our design and strategy teams weren’t allowed to see Motel 6’s old revenue management system in action. They wanted us, rather, to generate a fresh framework, uninfluenced by the failings of past infrastructure. To react quickly, Motel 6’s pricing and revenue management system had to be:

Fully responsive. Accessible to franchisees and managers on-the-go.

Completely intuitive. Revenue management presents a complex, data-heavy challenge to the hospitality business, so we had to assume that few Motel 6 franchisees and managers could boast expertise in the art of pricing.

Universal. Revenue managers’ pricing strategies would be reflected across all booking platforms—from motel6.com to Kayak, as well as Motel 6’s international web properties (such as in Mexico) and at the front desk.

It was great partnering with Code and Theory on finding ways to enhance our entire booking experience; offering travelers a more convenient and faster process to respond to their needs anytime, from any device.
LANCE MICELI | Executive VP & Chief Marketing Officer, G6 Hospitality
Motel 6 - Customer Facing - Mobile Trio


The Solution

For Guests:

Fewer Clicks

More personalization means less superfluous information presented to the travelers, and less need for manual inputs that cause fatigue and abandonment. It’s why we designed the opening page as a geo-located map situated next to a listing of available hotels and rooms. And why the final checkout page includes features like a 1-click purchase option.

A Living, Breathing Card System

Content cards are modular packages containing images, text, and calls to action that are designed once and used throughout the experience.

Motel 6 - Property Cards - Desktop

A Digital Concierge at your Service

The card system draws from existing Motel 6 data-sets, as well as partners like Google and CitySeeker, providing the user with highly-relevant information. Like a helpful concierge, recommended attractions, events, and experiences are presented to users automatically throughout their search. Someone searching for a Motel 6 near San Diego in mid-June, for example, will be presented with an information card about the upcoming Rockabilly Weekend, or a traveler searching for lodging in Louisville in late July may see an information card about the upcoming Kentucky State Fair.

Optimized for Global Use

We converted all designs into Spanish, and made adjustments for the Latin American markets. And while most users in the Mexico also access Motel 6’s reservation engine on mobile, broadband in this territory is too slow to load heavy Google Maps data, making rich geolocation integrations more of a nuisance than a benefit. In addition, as Mexico’s Hotel 6 and Estudio 6 are more geographically dispersed than in the United States, a full landing page with map and geolocation didn’t make sense, and was replaced with a basic list of properties.

For Managers:

Fix the Data

Motel 6’s legacy, manual data entry process limited a revenue manager's ability to practice dynamic pricing strategies. The result? Money was often left on the table.

In response, we designed the system to factor in variable conditions alongside baseline prices, thereby reflecting the differences in cost associated with booking each room, from type, smoking or non smoking, number of guests, and beds. Our teams had to work with an existing back-end architecture, so instead of manipulating historical data sets, we reconfigured how this data was presented and manipulated on the front-end.

Make Pricing Infallible

We made it effortless for revenue managers to view the data that influences room prices, and empowered them with tools to create rules that automate pricing decisions against performance and market conditions. For example, the system might ‘change my rate to X when my competitor drops his price to Y.’ Or, it might ‘change my rate for this particular room type to X when my property’s occupancy drops below Y%.’

By simplifying data entry and allowing for automated pricing, we allowed operators to proactively monitor performance.

Motel 6 - RMO - Mobile Lock Up

Clarify the Complex

Information now flows into the new Revenue Administration platform, which interprets that data and presents it in its simplest form. 

Aligning intended functionality with our designs meant deep collaboration with Above Property development teams. Not to mention, baking in these complex dependencies demanded the help of logicians, mathematicians, and middleware experts.

A Single, Clean Interface…

We moved Motel 6 away from a spreadsheet-based system and carefully designed a seamless user experience to determine the base price and best available rate. Our responsive design, powered by Motel 6’s platform partner, Above Property, allows rates to be pre-programmed by the operator, and applied with a single click.

…That Controls the Network

The central Motel 6 database feeds into property managers’ individual revenue management systems, including in Mexico and Canada. This involves a high level of communication and complex interactions between datasets and automations.


The Results

For Guests:

Increased Conversion

Conversion rates have increased 28% on desktop, 
and 26% on mobile.

For Managers:

A Clean Interface

The new Motel 6 revenue management system rolled out to franchisees in 2016—and this efficient, intuitive new system projected significant revenue increases for the hospitality brand.

Meta Image 1200x627

Ads that work as hard as you do

Code and Theory developed the integrated, global campaign connecting Amazon Ads with small businesses everywhere.

Read More
  • Proved Amazon Ads are made to match the right person, with the right business, right away.
  • Doubled traffic to Amazon Ads' dot com destination.
  • Produced a global, integrated campaign in less than six months.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Screen Shot 2023 03 01 at 11 14 04 AM
Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

Read More
  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

Image 35

Electric Driving For a Progressive Future

Designing and engineering a state-of-the-art web experience as impressive and exhilarating as the Polestar car itself.

Read More
  • Led design and product strategy for Polestar's web and mobile experiences
  • Developed an information architecture with no dead ends
  • Designed a flexible UI kit to unify every digital touchpoint
  • Fast Company Honoree for Retail and User Experience in Innovation by Design Awards
Black BoxBlack BoxBlack Box


  • Code and Theory

    Ad Age A-List

    2024 Business Transformation Agency of the Year
  • YETI x Code and Theory

    Innovation by Design

    2023 Best in Marketing
  • Code and Theory

    Innovation by Design

    2023 Design Company of the Year
Albertsons 2x 1

Simplifying Grocery Shopping for Millions

Building and unifying the digital ecosystem for one of the largest food and drug retailers in the US.

Read More
  • Modernized the ecommerce experience
  • Created a scalable design system
  • Integrated 10+ disparate apps into one, reducing overhead
  • Launched in six months
Untitled design

Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

Read More
  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

All Work

Tipico | Succeeding on a Mission to Win Ohio

Simpli.fi | Building a Brand for the Future of AdTech

Amazon | Amazon Ads: Ads that work as hard as you do

Equifax | Modernizing Equifax Canada’s Customer Tools

Comcast | Commercializing the Comcast Cybersecurity Experience

The Ritz-Carlton | Redefining the Legacy of Luxury for a Powerhouse in Hospitality

YETI | Map The Gaps - Taking Google Street View Way Off The Street

YETI | Year in Preview

Champion | Evolving an Iconic Brand for a New Generation

Albertsons | Simplifying Grocery Shopping For Millions

Electric Driving Built for a Progressive Future | Electric Driving Built for a Progressive Future

Harris Williams | Modernizing Harris Williams with a Future-Leaning Tech Stack

Allstate Protection Plans | Bringing SquareTrade Into The Allstate Family

TikTok | Building Confidence in TT4B Solutions

Marriott Bonvoy Leisure | Reimagining Marriott Bonvoy As A Hub For Travel Content And Commerce

Meta for Business | Creating Connective Tissue to Drive Engagement

Pfizer World | Shaping a Platform into a Beacon for New Priorities and Ways of Work

Allspring Remi Advisor Tools | Crafting a UI Through User Input and Clear Data Visualization

Citizens Bank | Driving Growth For a Storied Financial Institution

Galleri | Introducing a Revolutionary Medical Feat to the Market

Adidas | Engaging a Demographic With Digital Storytelling

The New School | Building Flexible, Data-Driven Pathways for an Academic Innovator

Citadel | Citadel & Citadel Securities Websites

KPMG | Reimagining KPMG US

Johnson & Johnson | Transforming a CPG Powerhouse Into an Inclusive Digital-First Marketer

Daymaker | A Platform Redesign That Supports Local Nonprofits in the U.S.

Bare Necessities | Redefining Fit

Kaplan | Transforming the Digital Ecosystem of a Major Education Provider

Pagaya | Empowering Financial Opportunity

1-800-FLOWERS | Celebrating Gifting With a One-Stop Shop

ConEd | Building A Future Vision For Clean Energy In New York

Party City | Turning a Brick-and-Mortar Mainstay Into an Online Phenom

KYLA Kombucha | Elevating A Beverage Brand's Positioning And Creative Strategy

Washington Football Team | Charting A New Path For An Iconic Institution

Legence | Designing the Digital Presence for a Formidable New Brand

Bustle Digital Group | Scary Mommy: Not Your Mom's Mag

Bustle Digital Group | Gawker | Don't Call It A Comeback

Amazon Ads | Making Amazon Essential for Every Ad Buy

H&M | Modernizing The Intersection Of Inspiration And E-commerce

College Board | Positioning College Board as an Integrated Partner for Students

The Commonwealth Fund | Rebuilding a 100-Year-Old Foundation for the Next Century

National Council on Aging (NCOA) | A Personalized Digital Experience For America's Older Adults

adidas Superstar | Change Is A Team Sport

adidas Running | Bringing In-The-Moment Running Experiences To Boost Product Discovery

adidas Originals James Harden | Launching The Next Chapter In Adidas Basketball

The Venetian | Redefining Luxury in Las Vegas

MetLife Investment Management | Introducing A New Platform For An Institutional Powerhouse

William Hill Estate | Putting Chardonnay On Trend

Nexstar Media Group | Helping 130+ Local News Stations Transition to Digital

Giffords | Launching A Powerful Resource To Spark Action On Gun Violence

PGIM | Unifying PGIM's Global Asset Management Network

Bustle Digital Group | Modern Storytelling For Bustle Digital Group

J.P. Morgan | The First End-To-End Digital Platform In Commercial Real Estate

Xerox | Making Now Work: A New Campaign For A New Time

Mailchimp | A Digital Platform For Emerging Writers And Creators

Sky Italia | A Modern Digital Experience For The Italian Media Platform

Theodore Roosevelt Presidential Library | Defining The New Digital Museum Experience

Nylon | ReIntroducing An Iconic Publishing Brand

Mailchimp | Launching The New Digital Home For Tomorrow's Filmmakers

Input | A Brand New Destination About Technology In Our Lives

Morton Salt | Putting More Salt On US Tables

Cartier | Reimagining Cartier's Retail Experience

Sunbrella | Redefining The Digital Textile Space

Axe | An Iconic Men's Grooming Brand Known For Bold Marketing

CoinDesk | Relaunching A Pillar Of The Blockchain Community

Dignity Health | Delivering A Best-In-Class Digital Experience

NYCEDC | A New Hub For New Yorkers To Grow Their Business

Indigo AG | Adopting Regenerative Practices With The Terraton Initiative

TEGNA | Creating A Centralized CMS For 39 Local News Stations

The Jewish Museum | Bridging The Museum's Physical And Digital Experiences

Bustle Digital Group | Fatherly: From Dude to Dad

Rally | Elevating the Site Experience for a Crypto Pioneer

Bustle Digital Group | Mic – Stories That Fuel Curiosity, Creativity, and Change

CBRE | Building A Digital Infrastructure A Major Real-Estate Firm

Dean & Deluca | Connected Physical And Digital Gourmet Grocery Experiences

Vogue | A Fresh New Look for Vogue.com

SOM | Designing a Site For The Legacy of Architecture’s Most Prolific Firm

Xywav | A Flexible Component Library For The Jazz Brand

BioReference | Launching An On-Demand Healthcare Offering During A Pandemic

Says a Lot —


News — 

Code and Theory, a Stagwell (STGW) Network Company, Named Ad Age Business Transformation Agency of the Year

News — 

CampaignLive | Behavior as a prompt: Why AI’s ability to anticipate will change business forever

News — 

Code and Theory Wins Three Drum Awards For AI, Creativity, and UX with YETI and Tipico

News — 

Under Armour Launches UA Rewards with Masterclass-style Video Series, in Partnership with Code and Theory

News — 

Figma Names Code and Theory as Launch Partner in New Service Partner Program

News — 

Scout by Sutter Health™ Launches an App Focused on Resilience Building for Youth and their ‘Champions’, Built by Code and Theory

News — 

Code and Theory Network Wins Six W3 Awards

News — 

Facing the Future: A Guide to AI and Design Transformation

We Are a Technology-First Creative Agency

What We Do

Code and Theory is a strategically driven, digital-first agency that lives at the intersection of creativity and technology. We solve consumer and business problems with end-to-end solutions that flex to meet the needs of today’s ever-changing digital landscape.

Our Services

We provide a range of offerings built to support the entire ecosystem.

  • Data, Analytics and Research

    Our data-driven approach enables us to understand every aspect of end-to-end consumer journeys, and powers our work from start to finish.

  • Business & Organizational Consulting

    We work with our clients not only to define and deliver products, services and communications, but also to design the business itself.

  • Transformational Technology

    We help our clients reinvent their technical infrastructure and roadmap in order to deliver for the needs of today and tomorrow.

  • Services, Platforms & Products

    We create best-in-class platforms built around both the user and the business goals, often extending into connected physical expressions.

  • Integrated Marketing

    We deliver the right messages to new and existing customers across the entire ecosystem.

Our Offices

We have locations around the world.

Join Our Team

We're not typical, and neither are you. We're always looking to hire smart, interesting and forward-thinking people.
See All Open Positions

Code and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com