Ben McConnell writes on the Church of the Customer Blog about his experience at the Wynn Hotel in Las Vegas. Granted, it's not exactly Motel 6 (the hotel cost $2.6 billion to build), and the rack rates reflect that, but the kind of personal touches the hotel has incorporated into its guest rooms certainly make a customer feel better about spending his/her money. Everyone loves the sound (or look) of their own name.
I'm terrible with names, but they tell me that if you find out someone's name and make a conscious effort to use it several times when you first meet them, you'll be more likely to remember it. And, you'll make that person feel really important.
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