Motel 6 and Days Inn brands partner with Country Thunder festivals in Western Canada

Announced on July 2, both brands have been named official hotel partners for the Western Canadian editions of Country Thunder, marking a first-time music festival partnership for each. Combined, the two festivals are expected to attract more than 120,000 attendees in 2025.

The sponsorships were coordinated through Realstar Hospitality, which holds the Canadian master franchise rights for both Motel 6 and Days Inns, among other brands.

“This partnership allows us to authentically connect with guests who reflect our core customer base,” says Ally Wesson, vice-president of marketing at Realstar Hospitality, in separate releases for each brand.

Distinct brand presence and positioning

While both Motel 6 and Days Inn will benefit from prominent visibility on-site—including branding on main stage video screens and activations in high-traffic areas—each brand is tailoring its festival presence to align with its distinct value proposition.

Motel 6 Canada will focus on cost-conscious road travellers, with marketing centred around budget-friendly comfort and convenience. The brand will also promote its My6 loyalty program and nationwide pet-friendly policy. This is Motel 6’s first foray into live music event partnerships.

“Guests can save more for what they travel for, like making lasting memories attending Country Thunder,” says Wesson.

Days Inns – Canada will emphasize comfort and flexibility, highlighting amenities such as free Wi-Fi, breakfast or on-site dining, and pool access at many locations. The brand’s activation will include interactive photo opportunities and digital engagement tied to its Wyndham Rewards loyalty program.

“Country music fans appreciate great value, convenience and unforgettable travel experiences,” notes Wesson.

Festival alignment and regional reach

Country Thunder Saskatchewan (July 10–13) and Country Thunder Alberta (August 15–17) are among Canada’s largest country music events. The Saskatchewan festival is expected to draw about 75,000 fans, with Alberta anticipating more than 65,000.

“The inclusive and welcoming spirit of Country Thunder Music Festivals, paired with two of Canada’s top hotel brands, is a match made in country music heaven,” says Gerry Krochak, director of corporate partnerships at Country Thunder.

Both partnerships include coordinated digital marketing, social media campaigns and festival-themed promotions designed to sustain engagement before, during and after the events.

Country Thunder Music Festivals operates six multi-day festivals across North America, including events in Wisconsin, Florida, and Arizona, in addition to its Canadian stops.

A shared platform, distinct strategies

While the two hotel brands are leveraging the same festival platform, their strategies reflect distinct market positions within Realstar Hospitality’s portfolio: Motel 6 caters primarily to value-seeking short-stay guests, while Days Inn targets broader family and leisure segments with more full-service offerings.

This dual-brand activation offers Realstar Hospitality the opportunity to test brand engagement across diverse traveller profiles and further strengthen awareness of each hotel chain among Canadian eventgoers.