Concept

Target group & location
According to the super 8 website, the typical guest of a super 8 motel is a;

cost-conscious, but discriminating working professional, traveling for business or leisure, or retired leisure traveler.

Based on the interview with super 8 – Mesa manager Jeff Burge, guests are also based on location and therefore vary per motel. For example; the Tempe motel is situated at a main road and is used for passing through instead of being a final destination. The Mesa motel is not situated directly at a main road and has to rely on regular visiting customers. Most of the guests stay multiple nights for business, personal visits, religious or sports events.

However, the percentage of business travelers, staying in super 8 motels is shrinking, due to the current economical situation of the United States. Moreover, Wyndham (the owning company of super 8 motels) has introduced a new guestroom prototype to attract younger guests. Mr.Burge thinks this change is a response to innovation at competing accommodations, but not entirely necessary, since there is no problem with the age of guests and most of the customers are merely looking for a clean and comfortable room. According to him, the real problem lies in publicity of super 8 motels. People compare super 8 to super 6 motels, while super 8 motels have higher standards (read: ‘Interview’).

Formula
The super 8 concept is based on the 8-point promise:

- Free in-room high-speed Internet access
- Free SuperStart continental breakfast
- Upgraded bath with hair dryer, adjustable shower head, and curved shower rod for
more space!
- Free coffee in your room, in the lobby, and even while you're on the road!
- Kids 17 and under stay free (in adult family member's room)
- Wyndham Rewards® Earn 10 points for every dollar you spend!
- Cable or satellite TV with free premium channels
- Guaranteed Best Available Rate on Super8.com

According to the managers of super 8 Mesa and super 8 Tempe, the staff is very important when it comes to customer satisfaction. Especially in the Mesa motel, since it is relying on regular customers. The staff consists usually (and especially in states near the Mexican boarders) of American, as well as Hispanic members, but this does not negatively influence staff – customer relationships (read: ‘Marketing Mix’).

A brand new logo
Super 8 motel has always had a love for freedom and the open road, believing that everyone should be free to get away. In 1974, when Super 8 began this vision with the first super 8 motel in Aberdeen, making that part of South Dakota available to anyone on the road in need of a place to stay. That was the original 'super' destination. With this modest proposition and a restless spirit, Super 8 set out to find other destinations around the country and make them 'super'. Super 8 had its own great American road trip, and marked each location along the way with a sign. A sign that represented value. A sign that meant that this destination was available to anyone heading that way.Now, the sign has become a familiar roadside icon with over 2100 destinations available in the United States and Canada. Free high-speed Internet access and free super start breakfast make any destination Super.
The reason super 8 changed their logo last year is because super 8 wanted to change the idea that it is not a small, roadside budget motel. The new logo only says ‘super 8’, while the old logo said ‘Super 8 motel’. Super 8 compare themselves whit Best Western and that is how they would like to see the customers are seeing super 8 as well. So, with a bit of promotion and a new logo in front of all the motels, super 8 is now introducing their brand new logo.

Super 8 is saying to their customers:
Remember; even when times are busy and travel seems impossible, you do not have to go far or spend a lot of money to go somewhere super. Just look for our sign ‘Super 8’. Super destination!



1.Old super 8 motel logo

2. New super 8 motel logo