The limited-service hotel chain La Quinta thinks 16 digits stand in the way of receiving more hotel bookings from multitasking travelers on the go.

That's why the chain with more than 800 locations as of today is letting travelers on their iPhone or Android reserve a room for the same night by entering only their telephone number - a number that every traveler knows by heart.

"We wanted to give them a fast way to make a reservation," Ted Schweitzer, the brand's senior vice president of marketing and e-commerce, told me.

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