A new diverse generation of skiers.

Most Americans have been priced off the slopes by expensive lift tickets, gear, and lodging.

So how could Motel 6, a brand that stands by low price and accessible travel, find a way to make skiing affordable for everyone?

The guests who stay at Motel 6 aren’t just Economy Lodgers, they’re Economy Movers– the often overlooked, misunderstood budget travelers who keep our economy moving — from blue-collar to essential workers, to the trucker drivers who we all rely on. Motel 6 can’t just be the brand they prefer, we need to be the brand they deserve.

Introducing Ski For All, a bold mission to take back the mountains. It started with the story of Joe Miron, a legendary ski bum who has been skiing on a budget for more than 50 years. And has made Motel 6 his mountain lodge every season.

We captured his journey and published his budget-friendly tips and tricks so others could follow in his tracks.

Then we made affordable skiing even more possible for our guests. We partnered with Indy Pass, a collection of independent resorts that offers over 160 days of skiing for less than the price of some single-day mountain tickets, giving Motel 6 guests an even greater discount on their budget-friendly season pass.

And to make an even bigger impact we sponsored the Share Winter Foundation, a nonprofit dedicated to making the mountains more accessible for all. And introduced a new generation to a winter sport that wasn’t available to them prior.