Whether the destination is a Motel 6 or a five-star hotel, "No one wants to overpay. To the consumer, value is in vogue," said keynote speaker Peter Yesawich, chairman and CEO of YPartnership. It's as if guests went to school on nuances of bedsheet threadcounts, Egyptian cotton towels and other details of room fixtures and furnishings, Yesawich told about 175 hotel operators, investors and support professionals. "When they check in with you, if the bed's not comfortable, if it's the fluorescent lighting in the bathroom, what happens is that's very conspicuous. "One of the things I think the domestic lodging industry is going to find for the next three to five years is increasingly, they're going to have to invest more heavily in enhancing a sense of comfort for their guests, in what's increasingly a stress-induced world." Get the full story at The Commercial Appeal