La Quinta Inn & Suites is in the business of putting people up for a good night’s rest at any of its 800 mid-scale hotels. It has been building new hotels at a steady rate, more than 80 in 2008 and 2009, before slowing down to a projected 50 this year as the economy stalled. The firm is also in the business of making sure travelers—particularly frequent travelers—are aware of and actively participate in its loyalty program, La Quinta Returns.
La Quinta has undergone a total evolution in how....