In the hospitality industry, hotels are typically classified as having either full service or limited service. Limited service is usually defined by what it's not--an inherently negative model. Collaborative service is a new, positive approach to the mid-tier market that calls for working with guests to provide them with everything they need on the road that they may not want to (or simply can't) bring with them.  Collaborative service is being introduced nationwide as part of Best Western's "I Care" program. It includes elements such as Ultra Clean and Food Aid. Ultra Clean gives guests confidence in site cleanliness by letting them choose when and to what extent a room gets cleaned. Food Aid supports guests in an expensive, stressful part of travel--eating--by turning the breakfast room into a stocked kitchen and creating an in-room dining experience that doesn't rely on room service.