“The consumer mindset is very value-focused,” said Carla Raynor, the Memphis-based vice president for global marketing for two chains owned by Hilton Worldwide, Homewood Suites and Home2 Suites.

And as the price of oil increases, affecting what travelers pay for gasoline and airline tickets, “where they’ll likely look to save is in accommodations,” she added.

That may actually be “an advantage for us,” Ms. Raynor said, because the Hilton properties like Homewood Suites, which specialize in extended stays, “are already value-oriented.”

Hilton is introducing a campaign for Homewood Suites that plays up that benefit. The campaign, by DraftFCB in Chicago, part of the Interpublic Group of Companies, asks, “Why settle for a fishbowl when you can have more?”

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