As travel continues to rebound from the recession-related downturn, the 179-location chain aims to fill more hotel beds on weekends. Recent research suggests Westin has a good chance to lure more people on weekends who might view a weekend Westin stay as a chance to improve something in their lives, he says. That might be their physical fitness, a romantic relationship or peace of mind - for instance, for a group of girlfriends with young kids at home who'd like to book a spa weekend getaway. That's the underpinning off Westin's new, $30 million ad campaign with the theme, "For a better you." The campaign will spotlight not hotel rooms, but experiences. Get the full story at USA TODAY