When I think Best Western, I think free wi-fi.

Maybe I should be thinking, cleaner rooms.

There’s a certain snobbery about hotel rooms similar to restaurants: dives are dirty, fancy ones are clean.

Decades of restaurant inspection data show bacteria and other bugs don’t discriminate; they’re equal-opportunity contaminants. Data from hotels is starting to show the same (don’t let the bed bugs bite).

The best thing about Best Western is they’re marketing cleanliness. Just like food providers should be doing.

USA Today reports Best Western Hotels, in response to what it says is travelers’ insistence on cleanliness, is equipping its housekeeping crews with black lights to detect biological matter otherwise unseen by the human eye, and ultraviolet light wands to zap it.

For possibly the dirtiest object in your room — the TV remote control — there will be disposable wraps.

Best Western says it’s taking the steps partly because research from Booz & Company shows that travelers desire a hotel’s cleanliness over customer service, style and design.

But it’s also reacting to the times, in which hotels and supermarkets place hand sanitizer in visible places for germ-obsessed customers (Australia, you paying attention yet?).

People also have become more skeptical about cleanliness because of headlines about E. coli, norovirus and bird flu, says Ron Pohl, a Best Western vice president.