Travelodge joins Superior Lodging Family

There's a new joint entity on the Canadian hotel scene: Superior Lodging Corp. and Waramaug Hospitality Canada have joined to acquire master license rights for Travelodge.

Marc Staniloff and Steve Robinson.

Marc Staniloff and Steve Robinson.

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By Colleen Isherwood, Editor

CALGARY, BOCA RATON, Fla. — There's a new joint entity on the Canadian hotel scene: Superior Lodging Corporation and Waramaug Hospitality Canada have joined to acquire master license rights for Travelodge Canada from Halifax-based Holloway Lodging Corp. The new company, headed by Superior Lodging Corp. CEO Marc Staniloff, will be called Superior Lodging TL Corporation. Michael Rapps, chairman of Holloway, will be a member of the new company's board of directors.

In a related deal, Waramaug now has a controlling share of the development rights for Super 8 Canada. This will make the combined portfolio for both brands 221 hotels.
Wyndham Hotel Group, the world’s largest hotel company with over 7,600
hotels in 70 countries worldwide, grants the rights for both deals.

“Canada’s strong economy bodes well for our organization and we expect Super 8 and Travelodge to benefit greatly from the augmented management experience that this newly formed team brings to the table,” said Paul Nussbaum, chairman, Waramaug Hospitality Canada LLC. “Marc has been instrumental in developing a number of brands across Canada and we have no doubt that he’ll help us to do the same under this newest endeavour. As a company that’s focused on acquiring legacy branded assets, it’s our goal to help further expand and improve the Super 8 and Travelodge brands, aiding in the continuation of their market leadership positions in Canada.”

“Over the past two decades, my team and I have been extremely successful in developing hotels across Canada with a specific focus on branded, limited-service hotels,” commented Staniloff. “I strongly believe the market is ripe for continued expansion as it relates to these brands and look forward to lending my expertise on this new venture. We intend to remain on the forefront of the market and appeal to new and existing franchisees and investors alike to realize a solid investment from our foothold in Canada.”

“We feel it is a very positive move and we are looking forward to leveraging the power of the combined set of companies,” said Steve Robinson, president of Travelodge Canada. “It will improve our relationship overall with Wyndham, and give us the power to negotiate deals across the country.” There are 85 Canadian Travelodges and six Thriftlodges, and Robinson said they are looking to expand both brands.

Super 8 and Travelodge are expected to expand their presence by converting above referenced unbranded hotels across Canada, particularly where the highest numbers of unbranded guestrooms reside in Alberta, British Columbia, Quebec and Atlantic Canada.

Geographically, 64 per cent of Super 8’s Canadian hotels are located in Western Canada, 29 per cent of hotels are located in Central Canada, 6 per cent of hotels are located in Atlantic Canada and 1 per cent of hotels are located in Northern Canada.

For Travelodge, 58 per cent of all Canadian hotels are located in Western Canada, 38 per cent are located in Central Canada, and the remaining 4 per cent is located in Atlantic Canada, leaving room for both Super 8 and Travelodge to strategically expand in either side of the country.

Nigel Lucas

Nigel Lucas

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Superior Lodging Corporation recently hired Nigel Lucas, as vice-president, franchising and development. Lucas, who is based in Toronto, came to Superior from Choice Hotels Canada. His background also includes work with PKF, Thomas Consultants Inc. of Vancouver and Delta Hotels. He started as a consultant for PKF and progressed through positions as project manager, senior development analyst and franchise development director before joining Superior.

In addition to Super 8 and Travelodge, Superior Lodging Corp.'s Canadian Hotel collection includes Microtel Inn & Suites by Wyndham, Wingate by Wyndham, Marriott Courtyard, Marriott Residence Inn, Holiday Inn Express and JMarc Suites.

At the Wyndham Hotel Conference in Las Vegas last week, Staniloff told Canadian franchisees that the company currently has 132 Super 8 properties and plans to grow to 170 by 2023. Superior partners with MasterBUILT hotels on the Microtel properties, and plans to grow from 9 to 14 properties by the end of this year.