Unless your client specifically requests (or rather demands) to be referred to by their complete name I would suggest simply using "Holiday Inn". Google's KeyWord tool shows the following traffic for the terms:

Holiday Inn and Suites - 1900 searches/month

Holiday Inn & Suites - 590 searches/month

Holiday Inn - 1 million searches/month

By adding "and Suites" or "& Suites" you are diluting your main focus "Holiday Inn". Literally 99.9% of your traffic is from "Holiday Inn". I would highly recommend dropping the rest. If you have to include it, I would use the text "and" version. Not only does it have more exact matches but when converting the text to a URL software will often replace the & symbol with the letter "a". Holiday Inn & Suites becomes /holiday-inn-a-suites which is less desirable.

There has to be a way to see all links pointing to your site...

Actually, there is not.

Any tool which provides a report of links to your site has to collect the data somehow. The most common means is to crawl the internet, collecting data on each page that is encountered. There are very few organizations which have sufficient resources to crawl billions of web pages and process the data in a timely manner. Google is by far the most efficient.

Even so, web pages can be blocked by various methods:

• the page could be on a member-only part of the site which requires a username and password to view. Such a page cannot be discovered by crawlers.

• the page could be tagged with noindex, nofollow to where the link is not discovered. It can also be blocked with robots.txt

• the link may be presented in an iframe, flash or other means which the crawler does not capture.

• the page may be buried so deeply on a site, or on an island page, where the crawler does not ever reach it.

In the above cases, a link to your site may exist but not be found. An excellent means to capture undiscovered links is using Google Analytics to determine the source of any traffic. This method can help you discover links to your site which otherwise were not discovered via a crawler.

If a link does exist but is not captured by OSE and is not sending you any traffic, the link likely has no value at all.