In May 2017, Super 8 launched a new marketing campaign that focused its targeting on road trippers, followed by the introduction in October 2019 of Super 8's first shared room, the ROOM8, a concept developed for young road trippers. In March 2018, Super 8 launched a concept Jeep Wrangler, the ROADM8, with body works and interiors reminiscent of the brand's redesigned hotels, and some unexpected features such as a coffee machine and a mini-fridge built in the central console of the back seats.