G6 Hospitality Partners With Protect24.ai to Raise Safety Intelligence Across Motel 6 and Studio 6
G6 Hospitality, parent of Motel 6 and Studio 6, has entered a strategic partnership with Protect24.ai to strengthen guest and staff safety across 1,500+ locations in the U.S. and Canada. The move gives franchisees earlier visibility into suspicious activity and reputational risks so teams can make faster, safer decisions.
The focus is practical: reduce incidents tied to human trafficking, narcotics, identity fraud, and brand misuse while improving on-property response. It's a direct investment in duty of care and operational stability.
What Protect24.ai Adds to the Toolkit
- Human Traffic Indicator: Spots unusual foot-traffic patterns that can signal unauthorized activity, overcrowding, or non-guest room use, with AI to cut down false positives.
- Illegal Escort Operations Detection: Flags potential illicit activity by correlating booking behavior, online signals, and repeat-visitor patterns.
- Repeat High-Risk Visitor Tracking: Monitors recurring individuals tied to prior incidents or elevated risk profiles across locations.
- Missing Person Match Alerts: Cross-references guest and visitor signals with missing person data to support early awareness and the right coordination with law enforcement.
- Hotel Image Misuse Detection: Identifies external misuse of hotel images for illicit or misleading purposes to protect brand integrity and reduce liability.
- Dedicated Safety Hotline: Real-time guidance for staff on interpreting alerts, safe non-confrontational actions, and proper reporting pathways.
Why This Matters for Owners and Operators
- Faster decisions, fewer blind spots: Early signals help managers act before incidents escalate.
- Stronger duty of care: Builds a safer environment for guests and frontline teams.
- Brand and revenue protection: Reduces exposure from illicit activity and image misuse.
- Consistent responses: Hotline and standardized guidance reduce guesswork during tense moments.
How to Operationalize It on Property
- Set clear SOPs: Define who reviews alerts, response thresholds, and escalation steps for each shift.
- Train for calm, non-confrontational action: Equip front desk, housekeeping, and night audit with scripts and use the hotline for situational coaching.
- Coordinate with local partners: Build relationships with law enforcement and community resources for faster, appropriate referrals.
- Mind privacy and policy: Align usage with brand standards and applicable regulations; set retention rules and access controls.
- Track outcomes: Monitor incident rates, response times, and false positives to refine settings and prove ROI.
What G6 Hospitality Says
"This partnership with Protect24.ai is a direct investment in guest safety. We are committed to equipping our franchisees with the tools and technology they need to stay ahead of emerging threats and protect their businesses, employees, and guests," said Sonal Sinha, Chief Executive Officer, G6 Hospitality.
The initiative supports G6 Hospitality's mission to evolve with changing safety and security risks so every guest feels safe and welcome at Motel 6 and Studio 6.
About G6 Hospitality LLC
G6 Hospitality LLC is the leading economy lodging franchisor with 1,500+ locations under the Motel 6 and Studio 6 brands across the United States and Canada. The Carrollton, Texas-based company was named a 2024 Leader in Diversity by Dallas Business Journal, and both Motel 6 and Studio 6 were recognized in the 2024 Entrepreneur Franchise 500®. Learn more at g6hospitality.com.
Next Steps for Hospitality Pros
- Explore practical use cases and upskilling paths: AI for Hospitality & Events
- Review federal guidance on identifying and reporting human trafficking: DHS Blue Campaign
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