Wyndham Hotel Group and SASCO launch super 8 hotel brand in Saudi Arabia

Wyndham Hotel Group, the world’s largest hotel company with over 7,150 hotels and part of Wyndham Worldwide Corporation, today signed a master franchise agreement with Saudi Automotive Services Company (SASCO) for 20 Super 8 hotels in Saudi Arabia over the next five years. 

The introduction of the Super 8 brand aims to meet the needs of the domestic tourism sector in the Kingdom, estimated at 24 million people last year. With clean, contemporary design in highway locations, the Super 8 concept will be unique in the market, offering a comfortable and affordable place to rest while providing convenient access to nearby services such as food outlets, petrol stations and mosques. 

A testament to the popularity of the brand, Super 8 has more hotels than any other economy lodging chain in the world, with over 2,200 properties throughout the U.S., Canada and China. 

The introduction of the brand into the Middle East comes just months after an announcement at the International Hotel Investment Forum (IHIF) in Berlin about the Super 8 brand’s launch in Germany. The deal with Tristar Hotel GmbH calls for a minimum of 10 Super 8 properties developed in the country over the next five years.  

The brand also recently unveiled a new Super 8 room concept for Europe, the Middle East and Africa. Consistent with the brand’s founding philosophy of providing consistent, friendly service and clean rooms at affordable rates, the room concept combines simplicity with comfort, ensuring the needs of the modern day traveller are catered for. Special features specifically developed for guests in the Middle East and Africa include larger family rooms which include adjacent living space.  

“Super 8 is a convenient and trusted highway hotel brand, which makes it ideal for the long highways and the volume of car journeys in this market,” said Wyndham Hotel Group’s Regional Vice President for Middle East and Africa, Bani Haddad. “With expertise in automotive and roadside services, SASCO is the ideal collaborator to bring the brand into this market, and we believe the relationship between Super 8 and SASCO will ultimately be of benefit to road travellers throughout the Kingdom.” 

SASCO, the largest petrol station operator in Saudi Arabia, already provides a range of integrated services to motorists across the country, including roadside retail and fuelling stations, catering and vehicle maintenance. 

Mr. Sultan Alhudaithi, Managing Director, SASCO, commented, “As the owner of the largest petrol station network on the Saudi Arabian highways, we believe aligning with Super 8 provides an excellent opportunity to bring something new to the market. Having launched our innovative new petrol station design two years ago, adding lodging for our customers in the form of the internationally renowned Super 8 brand is a natural step.” 

The Super 8 brand was established in 1974 in South Dakota and was acquired by Wyndham Hotel Group in 1993. With over 2,200 properties throughout the U.S, Canada and China, the brand has more hotels than any other economy lodging chain in the world.