Motel One deepens partnership with Serviceplan Group, leaning on Mediaplus for continued collaboration

The Motel One Group, the European market leader in the budget design hotel segment, is partnering with Mediaplus, a subsidiary of Serviceplan, to strengthen its brand presence and increase visibility in various markets.

The collaboration, which begins with a focus on the UK and the DACH region, was initiated following a mutual agreement that the chemistry between the two entities was right from the start. Max Brodersen, Director of Digital Marketing at Motel One Group, expressed his enthusiasm about the partnership, stating that Mediaplus has onboarded as an enthusiastic partner.

Mediaplus will be responsible for managing both brands of the Motel One Group, with Mediaplus Performance and Mediaplus International handling media strategy, planning, and buying for these brands. The Mediaplus Creative Collective is also involved in developing innovative special ideas for the media strategy.

The central element of this strategy is the Mediaplus Brandformance approach, a blend of branding and performance marketing designed to create a seamless and effective marketing strategy. This approach is expected to help the Motel One Group expand to other markets in the future.

In addition to this partnership, Serviceplan PR & Content, part of the Serviceplan Group, has been supporting the Motel One and The Cloud One Hotels brands since September 2024. During the pitch, immersive proposals for The Cloud One Hotels and creative media ideas tailored to both business and leisure travelers were presented.

Susan Schramm, the former McDonald's marketing chief, has been serving as the CMO of the Motel One Group since the fall of 2023. In 2021, she was named "CMO of the Year" by the Serviceplan Group.

As of now, it's unclear if the Motel One Group is working with other advertising agencies. However, no response has been received from the Motel One Group regarding a request from our X.

The Motel One Group currently operates 101 hotels in 13 countries. With the partnership with Mediaplus, the company aims to explore new market potential together and expand its footprint even further.

Motel One deepens partnership with Serviceplan Group, leaning on Mediaplus for continued collaboration