• by Danielle Oster , August 7, 2024

When the first Super 8 opened in Aberdeen, South Dakota in 1974, rooms cost just $8.88 per night.

The rate of between around $53 and $59, adjusted for inflation, was tied to the brand name of the hotel, which launched to provide more affordable accommodation options to travelers.

At some point along the way to becoming one of the world’s largest budget hotel chains, Super 8 naturally lost the connection between its brand name and increasing room rates. The chain was sold to the company that later became Cendant, in 1993. Cendant later spun off part of its company into Wyndham, making Super 8 a Wyndham subsidiary in 2006.

To celebrate its 50th anniversary, the brand is drawing the connection once again with a promotional campaign offering rooms for the initial rate of $8.88 (plus tax) to residents of the U.S. and Canada 18 years or older.

The promo kicks off on the auspicious date of August 8 (or 8/8), but travelers may have to set their alarms to jump on the deal.

Only 888 room nights will be available at the price, beginning at 8:00 AM EST. It will also only be available to Wyndham Rewards members, fulfilled via the sale of 15,000 Wyndham Rewards points at the price, which will be redeemable for 18 months following purchase. The chain recommends signing up in advance to have a membership number on hand.

Super 8 has been hyping the promotion with a series of posts on its social channels.

The initial social media campaign launched across Facebook and Instagram on July 29, with a follow-up arriving to coincide with the launch of the promotion, the brand told Marketing Daily.

A video on Instagram, for example, leads in with the line “$8.88 rooms? That's super!” before explaining the connection to the chain’s anniversary and inviting viewers to “Book a modern stay at a nostalgic price” by checking back in on the 8th to learn how to enter.

In addition to acting as a 50th anniversary celebration, the promotion also serves as a way to reintroduce the brand to audiences that may be unfamiliar with how the brand has changed in recent years.

Super 8 began to roll out a large brand overhaul in 2016, which included remodeling its rooms across the U.S. and Canada and updating art and furniture at its locations, along with other design changes. The brand promoted the changes with a campaign the following year, but the travel industry was upended by the COVID-19 pandemic in 2020.

The promotion is part of a broader campaign for Super 8’s 50th anniversary that kicked off earlier this year, and included an ad celebrating the brand's history as a reliable option during road trips.