A Superior approach to Super 8, Microtel and Wingate

LAS VEGAS—“Since its inception in 1992, privately-owned Superior Lodging Corporation has been responsible for developing 160 hotels worth over $1 billion,” said president and CEO Marc Staniloff, as he kicked off the Superior Lodging session at the recent Wyndham conference in Las Vegas.

Superior has grown the Super 8 brand so that it now stands at 135 hotels and counting.
Recently, they bought Super 8s in Calgary and Whitecourt, AB, Terrace, Fort St. John and Kitimat, BC, Regina, SK, Ottawa and Kirkland Lake, ON.
“We are looking at five to seven each year, both conversions and new builds,” Staniloff said. “We are firmly and solidly committed to Super 8 growth.”
Superior also controls the land for eight sites for potential Microtels.  They have opened two in Estevan, SK and Timmins, ON and hope to have three more by the end of the year in Weyburn, SK, Lloydminster, SK and Black Falls, AB. (Two Canadian Microtels are not Superior properties.)
“Our committed goal is to have 75 open in 25 years, but our stated goal is to have 75 open in 10 years,” Staniloff told CLN. “There is very strong interest and lots of excitement surrounding Microtel, and we have Canadianized the Microtel prototype.”
The Microtels have lots of flair and appeal, said Catherine Burdett, director of marketing for Superior. She added that Superior’s partner, Jay Westman of Jayman MasterBUILT, one of Canada’s largest residential and multi-family builders, is on top of the latest trends and styles.
Westman also helps ensure Superior Lodging’s new-build Microtels are green, with energy bills that are 35 per cent below those of comparable hotels.
They are also planning four new Wingate by Wyndham hotels at Calgary Airport, Leduc (Edmonton Airport), St. Albert and Winnipeg. These are in addition to the three existing Wingates in Canada.
There was a large delegation of Brazilians at the Superior Lodging session.
“They want to develop out Brazil the way we have been doing in Canada. We have invited them to come up to Calgary to see our properties, and I will go to Brazil,” said Staniloff, adding that the Brazilian hotels will all be new properties.
One of the commonalities between the Brazilians and Superior is their love of rodeo. Each year leading up to the Calgary Stampede, Superior sponsors rodeo cowboys, and  holds a Saddle-Up Sweepstakes with prize packages to key rodeo events.

WYNDHAM BRANDS IN CANADA  as of June 30, 2013

BRAND
# PROPERTIES
# ROOMS
Baymont Inn & Suites 1 property 59 rooms
Days Inn 96 properties 8,265 rooms
Howard Johnson 60 properties 4,251 rooms
Knights Inn 30 properties 1,146 rooms
Microtel Inn & Suites by Wyndham 4 properties 309 rooms
Ramada 77 properties 7,741 rooms
Super 8 135 properties 8,822 rooms
Travelodge 93 properties 8,463 rooms
TRYP by Wyndham 1 property 242 rooms
Wingate by Wyndham 3 properties 326 rooms
Wyndham Hotels and Resorts 1 property 152 rooms
TOTAL
501 properties
39,776 rooms