Take a look at this Google search results page for "cheap hotels."

The phrase "cheap hotels" is an extremely competitive keyword set, and Red Roof Inn is the only budget-conscious lodging brand that appears in a sea of aggregators. Kudos to Red Roof CEO Joe Wheeling and digital agency 360i for applying common sense. After just a few weeks of becoming the digital agency of record for Red Roof Inn, the title tag for the company's home page went from this:

Red Roof Inn

to this:

RedRoof Inn | Cheap Hotels - Discount Hotels - Hotel Reservations - Hotel Rooms

Viewing the page source, we can see that Red Roof Inn is utilizing the term "cheap" in the title tag and description tag:

<title>Red Roof Inn | Cheap Hotels - Discount Hotels - Hotel Reservations - Hotel Rooms</title>

<meta name="Description" content="Red Roof Inn offers cheap, comfortable hotel rooms at discount rates. Book your Red Roof Inn reservations online or call 1-800-REDROOF" />

In short, by embracing the word "cheap," Red Roof Inn has increased its chances of connecting with consumers who are searching for low-cost travel accommodations.