After a decade of being perched at the top of the J.D. Power Guest Satisfaction rankings for hotels in the economy/budget sector, Microtel lost that honor last year to Jameson Inns.
Earlier this month, Jameson's new owners announced they would reflag the chain.
Now, I don't purport to possess the wealth of consumer data that Aimbridge Hospitality must have in making this move. But, when you're number one, changing your name so that the customers that made you number one can no longer find you doesn't sound like the smartest move on the board.
But, that's just me.