The goal is to change people's perception that Best Western is a modest, roadside motel, good for a little shut-eye but not much more.

he plan is to modernize the product to attract more business travelers and young people. The hotel, which has banked on familiar digs and predictable service, is partnering with NASCAR, beefing up online operations and appealing to a generation that grew up with the latest techie gadgets.

"They don't want the same old same old," said Denise Seomin, consumer media relations manager. "They recognize the brand, but now it's about contemporizing it."

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