Observed Signal · Sep 13, 2026 · Interview · Source: Horizont · Impact: 2/5 · Sentiment: Positive
Motel One CMO targets humans and AI agents in brand strategy
Susan Schramm, CMO of Motel One since October 2023, discusses the hotel group's brand strategy in a video interview with Achtung! CEO Mirko Kaminski. Motel One surpassed €1 billion in annual revenue in 2025, operating 111 hotels in 14 countries. Schramm aims to strengthen emotional brand connection, drawing parallels to system gastronomy, ensuring guests feel welcome despite standardized processes. Notably, she addresses the future of booking logic, emphasizing that AI agents will compare and book hotels, requiring brands to present themselves legibly and consistently. Despite AI's role, she insists human guests ultimately decide based on brand fit and comfort, not just price. She also discusses booking platforms as 'frenemies' and marketing beyond TV spots.
Relevant to marketers for AI agent booking implications, but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Motel One exceeded €1 billion annual revenue in 2025.
- Motel One operates 111 hotels with around 30,000 rooms in 14 countries.
- Susan Schramm has been responsible for international brand management since October 2023.
- Schramm emphasizes the importance of brand consistency for AI agents that will book hotels.
- The interview was conducted by Mirko Kaminski, CEO of Achtung!, on Fehmarn.
Ontology Mapping & Concepts
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