"If the bands place our logo on their websites and thank us on stage, that will increase awareness among younger consumers," says Jeff Palmer, vice president of marketing at Motel 6.
For Motel 6, it's about making the brand hipper to young customers. The recession has hit even the budget hotel brands. Motel 6's occupancy rate is down 5% to 7% over the past year, says Palmer. "If they stay with us young, maybe they'll remain brand loyal."