Do you have any idea what happened on that hotel bed before you walked into the room? You don't want to know. Neither do I, which is why, first thing when arriving in a new hotel room, I usually toss the bedspread in the closet.It seems I'm not alone. For years, surveys showed that hotel guests most value customer service, cleanliness and maintenance -- in that order, said Ron Pohl, Best Western's senior vice president of brand management. Two years ago there was a subtle but significant shift: Cleanliness leapt to the top of the list."Beyond seeing stains and dirt, people were comfortable," Pohl said. "Today it's not what they see that they're concerned about; it's what they don't see."