In a campaign with the theme “Moving Forward…Focused to Win,” Super 8 hotels this year is doing its second phase of product and service enhancements that mandate in-room coffeemakers, new uniforms and bathroom amenities.
The brand is upgrading its SuperStart breakfast by offering cereal and milk in addition to coffee, tea, juice and assorted baked goods. The chain is also mandating that mattresses be replaced on a consistent schedule, according to President John Velletta.
The first phase of the standards and amenities program, implemented during the last two years, included mandatory free high-speed Internet service, an alarm clock radio, hairdryer and minimum 24-inch TV with cable or satellite service including free premium channels.
It raised the bar on bath linens and bedding standards by requiring higher weights and thread counts. Also under the first phase, the brand introduced free local phone calls, free stays for children 17 and under (when staying with an adult family member) and 24-hour front desk service.
”Today’s travelers are looking for specific amenities and services and we want them to find what they’re looking for at Super 8,” said Mr Valletta.
Rosanne Zusman, Super 8 vice president of marketing, announced that the brand has signed an agreement with Petty Enterprises to become the official lodging sponsor of the Number 43 Cheerios/Betty Crocker Dodge driven by Bobby Labonte, a past Nextel Cup series champion.
”Research has shown that nearly 40% of our guests are interested in NASCAR, and our continued association with racing has created a definite preference for the Super 8 brand,” said Ms Zusman.
As part of the sponsorship, the Super 8 logo will be displayed prominently on the race car, driver and crew team uniforms, team trailers, pit boxes and transporters including merchandise haulers.
The average age of a Super 8 guest is now at an all-time high, according to Ms Zusman said.
“As our core customer ages, the future of Super 8 depends on our ability to adapt the brand to embrace the next generation of customers while still meeting the needs of current guests,” she said.
The room prototype is a result of a design challenge conducted among five top interior design firms to create a new Super 8 room that would appeal to current guests but also incorporate contemporary elements of interest to younger travelers.
All Super 8 motels are independent.
Report by David Wilkening
