Mediaplus Wins Account for Motel One

Motel One is one of the most popular German hotel brands with a growing international footprint. Since August, the hotel group has been relying on Mediaplus to strengthen its market presence beyond national borders. Following a multi-stage pitch, the agency will take on media strategy, planning, and buying responsibilities for the DACH region (Germany, Austria, Switzerland) and the UK – for both Motel One and The Cloud One hotel brands.

Munich, August 26, 2025 — With 101 hotels in 13 countries, Motel One is the European market leader and a pioneer in the budget design segment – and firmly established in the portfolios of many travelers. In late 2022, the hotel group launched The Cloud One Hotels, offering individualized travel experiences. Since August, Mediaplus Performance and Mediaplus International have been responsible for the media account of both brands, with a strong focus on performance marketing and brand building. The focus lies on the UK and DACH regions, with further market rollouts planned over time.

“With Mediaplus, we've brought on board a dedicated partner who combines strategic foresight with international executional power – and who clearly has a passion for working with and for our brand. The chemistry was good right from the start of the pitch process. We're all the more excited to explore new market potentials together,” says Max Brodersen, Director of Digital Marketing, Motel One Group.

While the hotel group's marketing efforts have centered primarily on performance-driven goals Mediaplus is now also tasked with strengthening the brand identity and increasing awareness. A core element of the strategy is the Mediaplus "Brandformance" approach – a modular campaigning system model that identifies the optimal mix of brand-building activities and performance objectives.

“With our Brandformance approach, we’re helping Motel One One in driving the ambitious growth of the brands in the long term. Outstanding performance marketing combined with creative excellence, platform expertise, and a data-driven strategy make us the ideal partner for future-facing media planning,” explains Florian Berger, Managing Director at Mediaplus Performance. For international strategy and campaign rollout, the agency unit is collaborating closely with Mediaplus International.

Innovative special concepts, developed together with the Mediaplus Creative Collective, are also part of the media strategy. During the pitch, immersive concepts were created for The Cloud One hotel openings as well as creative media ideas – specifically tailored to the business and leisure traveler target groups.

Within the Serviceplan Group, Serviceplan PR & Content has already been supporting the national communications and media relations for both Motel One and The Cloud One since September 2024.