Thursday, July 19, 2018

Improving Hotel Guest Satisfaction And Reviews - Part 4

Request All Guests Leave A Review

As we have seen, past guests leaving online reviews regarding their hotel stays is really a positive thing for hoteliers, not a negative. Even if the review was less than complimentary, as long as the hotel responds positively. TripAdvisor for example prioritizes hotel reviews by how recently they were posted. If a hotel does everything else needed in order to garner highly favorable reviews, then it will not be long before they climb higher in the rankings for their location.

It is therefore in the interest of all hotels to have as many guests as possible to leave online reviews. Hotels should actively encourage this by asking for a review at checkout time. An email reminder and information can immediately follow this approach on their receipt. Gathering online reviews for any hotel property is essential since consumers trust the information provided by their peers over anything a brand can offer on a website.

Use Reviews As A Tool For Managing Guest Satisfaction

Online hotel reviews can provide hoteliers with valuable insight regarding valid issues requiring attention or improvement. In the process of monitoring the hotel’s reviews, look for patterns and certain specific issues that may be mentioned repeatedly. After making any necessary changes or improvements, be sure to inform the reviewers of the hotel’s affirmative response to their concerns.

Online reviews written by past guests afford hotels an opportunity to keep abreast of what customers really are thinking and feeling, both positive and negative, after their stay. This information can be of great help in making decisions regarding all aspects of hotel operations or the physical property itself. When guests read these positive responses, they will gain an impression of the amount of value they have as customers to the hotel.

Consider An Online Reputation Manager Tool

Technology offers a number of online reputation management tools, many of which will seamlessly integrate with cloud-based property management systems. Such automated tools make the task of requesting, tracking, and responding to online reviews much simpler. Doing so will naturally increase the number of online reviews the hotel receives from its guests, in turn raising the hotel’s standing on sites such as TripAdvisor.

Another marketing possibility for transforming guest satisfaction and reviews into increased bookings is to share the best reviews received across the hotel’s social media platforms. This is a great way to favorably highlight the property and drive social engagement with the hotel.

Effectively managing the reputation of a hotel is vital to its success and profitability. Much hard work is needed in order to build a reputation of excellence for any hotel.  But in today’s reality of online hotel reviews, it can only take a few unsatisfied guests to ruin the hotel’s prestige. 

Wednesday, July 18, 2018

Improving Hotel Guest Satisfaction And Reviews - Part 3

No matter how hard hoteliers strive to provide their guests the best possible experience, negative online reviews are going to happen, even to the finest of hotels. Some customers simply cannot be pleased on any level. They might be having a bad day or suffering through a personal crisis. Or they might also have a legitimate complaint and the reason does not matter. What does matter is how a hotel responds to a less than complimentary review. This can determine how detrimental, or not, the guest’s remarks will be to the hotel property’s revenues.

Turn A Negative Into A Positive

Responding in a timely manner to a guest’s negative comments in a review is key in order to minimize their impact. Potential future guests are reading reviews, both good and bad, every day and will be watching for the response from hotel. The faster hoteliers own up and respond to any negative experiences, whether real or perceived, the quicker the negative review becomes inconsequential for the hotel. The negative review can become a means to highlight to readers the hotel’s customer service standards and responsiveness.

Always maintain a polite and professional manner when responding to any negative review. Thank the reviewer for their feedback and never disregard their issues, no matter how unfair the comments may be to the hotel. It is acceptable to politely disagree with the reviewer, but never dismiss them out of hand. Instead, graciously accept the comments and opinions, while offering apologies for any inconvenience the guest suffered. Explain how the hotel can and will do better going forward.

Never at any time in crafting the hotel’s response to the review should the reply seem either defensive or aggressive toward the reviewer in any way. Remember a wide audience of potential guests is scrutinizing the response by the hotel and attacking past guests will only drive away bookings in the future. A simple apology is all many people are ultimately looking for in the end. Offer the guest a resolution to their issue wherever possible, this will establish and build up trust with the hotel’s audience. Negative online hotel reviews can be transformed into powerfully positive marketing opportunities, if handled professionally.

In part four we will take a look at a few more methods that will improve hotel guest satisfaction levels and the online reviews that follow a guest’s stay.

Monday, July 16, 2018

Improving Hotel Guest Satisfaction And Reviews - Part 2

With all the online hotel choices confronting consumers, it is only natural that they would turn to their peers for experiential information about hotels they may be considering booking. Online reviews and ratings are transforming the everyday operations of hotels worldwide and can no longer be ignored by even the smallest of hotels. This reality mandates hoteliers adopt new strategies for effectively marketing and managing hotels through the world of online reviews by past guests. These measures will help improve guest satisfaction and ensure it is maintained at the highest levels possible.

Guest Satisfaction Begins Before Check-In

Hotel guests should have a smooth, trouble-free booking and hotel website experience across any type of device they use, most importantly mobile. The site needs to be fast and responsive, while featuring eye-catching appeal and offering content of value to all users. Social validation in the form of positive reviews from past guests should be readily apparent and prominently displayed for all users to see. On travel review sites such as TripAdvisor, make sure the hotel property’s profile is always up to date and that images of high quality always reflect the current state of the hotel. First impressions are crucial for establishing a connection between the hotel brand and a future guest, impacting in turn their experience upon arrival on property.

Highly Rated Reviews Follow High Quality Service

Not every hotel guest read reviews before they clicked the booking button or writes them after each stay. A guest may have booked the hotel with price or locale being the only criteria for example. But excellent service, which exceeds their expectations, may just compel them to write their first ever review. At every face-to-face interaction make the most of the opportunity by being proactive and asking guests if there is anything with which they need assistance.

Keep the hotel staff completely focused at all times on one goal, to provide guests an outstanding hotel experience from beginning to end and beyond. Even the smallest of personalized details will be long remembered by the guest and reflect well on the hotel property. Staff training regarding customer service should be ongoing and part of the culture of the business. Hotel staff that always provides an excellent level of customer service should be acknowledged and rewarded accordingly.

Of course, the reverse is true regarding expectations, which remain unmet upon check-out time. Unsatisfied guests are usually the most likely to passionately write a scathing review in order to vent their frustrations. The key is to maintain a consistent level of service excellence with an understanding that there will always be some guests who just can’t be pleased.

In part three, we will see how to turn those unsatisfactory online reviews into a positive for the hotel property.

Friday, July 13, 2018

Hospitality News For The Week Of 7/13/18

Occupancy hits 30-year high in U.S.

According to the second quarter National Hospitality Report published by Marcus & Millichap, the occupancy rate for the U.S. hotel industry has reached its highest point in nearly thirty years. During the first quarter industry-wide occupancy rose to 61.1 percent, bringing the annual occupancy rate to 66.1 percent for the past twelve months. During the past twelve months, average daily rate was 2.1 percent higher at $127.36 and revenue per available room rose higher by 2.9 percent to $84.17. Full Story Here:

Six Tech and Traveler Trends of 2018: What Travelers Are Looking for From Booking to Stay

MicroMetrics recently published a report uncovering customer expectations called The Strategic Guide To New Tech & Traveler Trends. Six key travel trends for 2018 were identified in the report including the accommodation decision-making process. The report highlights the importance of customer research via mobile, primacy of experience for leisure travelers and just how crucial for travel brands to provide simplicity in the booking process. 95 percent of all travelers trust the opinions of other travelers, whether in online reviews or people they meet in person, more than published information. Full Story Here:

Baird/STR Hotel Stock Index drops 4% in June

Despite positive performance metrics from the hospitality industry, the Baird/STR Hotel Stock Index is down 0.5 percent for the first half of 2018 after falling 4.0 percent in June to a level of 4,863. The decline is accredited to macro-economic forces influencing investors, including the strong U.S. dollar and lower interest rates. According to STR, the busy summer travel season should bolster growth from the already peak performance levels. Full StoryHere:

US Hotel Occupancy Down 3.1 Percent To 63.5 Percent - Week Ending July 7th - 2018

The U.S. hotel industry reported mixed performance results for the week of 1-7 July 2018 compared to the same period last year, according published data from STR. In year-over-year measurement, industry-wide occupancy dropped down by -3.1 percent to 63.5 percent. Average daily rate was +1.1 percent higher at $123.59 for the week. Revenue per available room was lower by -2.0 percent, finishing the week at $78.47. Full Story Here:

Wednesday, July 11, 2018

Improving Hotel Guest Satisfaction And Reviews - Part 1

How guests perceive, and tell others about, their hotel experience is vital to the success and profitability of any hotel property. It has become a well-established fact of the hospitality industry that guests are greatly impacted in the making of their travel plans by the online reviews they read. Such sites as TripAdvisor,, and a host of others feature the everyday comments and reviews of hotel guests that have become paramount in the decision-making process. In this age of digital word-of-mouth, hotel guest satisfaction and the resulting online reviews, the reputations of all hotels are at stake everyday.

This current reality of the hospitality industry can be just as much of a blessing for hoteliers as it can be a potential curse. The most important determining factor, as to which direction, are the priorities of the hotel. Achieving the highest levels of guest satisfaction must be a fundamental principle that is put into practice everyday. Every guest who feels compelled after a hotel stay to leave an excellent rating or review, on a review site or any social media, about the hotel becomes a marketing beacon for the property. This naturally results in further bookings coming in for the property from those who read the complimentary remarks.

In placing such importance on hotel reviews, consumers are seeking social validation from other travelers before they spend their hard earned money. This is especially true regarding hotels they have not previously stayed. Of course any guests suffering negative hotel experiences will potentially have a detrimental impact upon hotel bookings. Often, these are the guests most likely to feel the need to tell the whole world of their troubles with a hotel and vent their frustrations. How the hotel property involved responds to such negativity is a crucial test and very telling to other consumers.

Guest satisfaction ratings and reviews also provide management with a window into how well the hotel staff and the property itself are achieving the guest experience goals set forth for the hotel. Awareness on the part of hoteliers of any issues, which will inevitably arise, is a powerful tool for ensuring their timely correction.

Ultimately, the nurturing and building of hotel brand loyalty with past guests by providing them a great hotel experience will lead them to tell others about your hotel. In today’s hospitality industry, guest satisfaction ratings and online reviews are directly impacting the revenues of hotels around the world every day.

In part two of this series we will examine some measures hotels can take in order to improve guest satisfaction levels at their properties.

Tuesday, July 10, 2018

Culinary Tourism For Hoteliers - Part 2

Food over the course of the last decade or so has become a tourist attraction in and of itself. With culinary tourism wielding such a powerful influence on the travel decisions made by consumers now, it is imperative for hoteliers to discover ways to effectively leverage this far-reaching trend. In the past, this was often accomplished by offering hotel restaurant discounts for example. However, today’s culinary tourist is seeking authentic cultural experiences through the food and drink of the destinations they choose to travel. Hoteliers are, due to the nature of hospitality, well positioned to gain from the food traveler by meeting them at their point of need.

Local Is Key

Seeking local food experiences, which are authentic to the destination, is the key motivator of the culinary tourist and the driving force behind this trend. Hoteliers should understand that when they are promoting themselves they should also be promoting the destination and their hotel’s place in it, which encompasses local cuisine. Hotels can directly leverage culinary tourism locally, both on and off hotel property.

The most direct method for a hotel is to transform the on-property restaurant into an authentic local dining experience. Any hotel with a restaurant can offer good food, but foodies expect much more. Begin with fresh quality, locally sourced food products. The chef and staff must also be creative in their menu choices and keep up with current developments. Once established, cooking classes and demonstrations of the preparation of local dishes build further loyalty to the hotel with food traveling guests. Eventually, the hotel can possibly become a food destination for locals and folks just passing through town.

Off hotel property are many opportunities for hoteliers to connect in meaningful ways with the culinary tourist as well. A hotel can partner with local area establishments and offer the hotel’s guests culinary tours, tasting events, and hands-on off-property cooking classes. These partnerships can be beneficial and highly profitable for all involved, while also building the strength of the destination’s brand. The culinary tourist, creating another marketing opportunity for hotels nearby, is increasingly favoring food festivals. Here is where discounts and hotel giveaways, such as free tickets to the festival, can prove highly effective.

A theme throughout any hotel marketing campaign built around food tourism should be to consistently reach out to younger audiences, especially Millennials. This generation takes to social media immediately regarding the things they love and are passionate about. Culinary delights are highly visual and are a natural fit for platforms such as Instagram. This phenomenon creates free publicity and builds conversations, leading to further engagement with the brand and destination.

Due to the very nature of the hospitality industry, culinary tourism can easily prove to be a valuable asset for hoteliers who take full advantage of their locale and its unique cuisine.

Monday, July 9, 2018

Hospitality News For The Week Of 7/6/18

Loyalty Is on the Decline While Customer Expectations Are on the Rise

A recently published survey, conducted by Medallia, Inc. and Ipsos, has found consumers are motivated the most by customer experience in making a purchase decision from a particular brand. The research indicates a strong willingness by consumers to both reward and penalize brands based on their experiences. 77 percent of survey respondents stated that they have purchased a product or service based on past experiences. Furthermore, 64 percent of the respondents indicated that based on past negative experiences in the last year they have avoided a particular brand. Full Story Here:

TripAdvisor takes a lead but most of travel search is up for grabs

Conductor, using their Searchlight platform, tracked nearly 45,000 search terms by consumers in 2018 and found that 56 percent of organic travel and hospitality industry searches are open to competition. TripAdvisor has now taken the lead of travel-related organic searches at 9 percent, followed by Expedia at 8 percent and Kayak at 6 percent. Breaking it down to hotel searches, is in the lead with 18 percent of hotel searches, with TripAdvisor gaining since 2017 at 17 percent. Expedia was third at 11 percent. In the motel category, stayed in the lead at 14 percent, followed in order by TripAdvisor (13 percent), HotelGuides (12 percent) and Expedia (11 percent). Full Story Here:

Travel Trends Index: Domestic Business Travel Projected to Outpace Leisure Segment

According to the latest Travel Trends Index (TTI) from the U.S. Travel Association, travel to and from the U.S. grew by 3.4 percent year-over-year in May 2018. The TTI reports that with consumer confidence at near record levels, domestic travel will increase by an estimated 2.5 percent during the next six months. Leisure travel lead domestically in May, but strong business sentiment is expected to move business travel ahead of leisure travel in the short term. The U.S. Travel Association says business travel has been on an upward trajectory so far in 2018. Full Story Here:

STR: US hotel results for the week ending 30 June

In data published by STR, the U.S. hotel industry reported positive performance figures for the week of 24-30 June 2018. In year-over-year comparison, industry-wide occupancy rose by +2.1 percent to 75.8 percent for the week. Average daily climbed up by +3.1 percent to reach $131.36 at the end of the week. Revenue per available room surged +5.2 percent higher to $99.59 by week’s end. Full Story Here:

Thursday, June 28, 2018

Hospitality News For The Week Of 6/29/18

Hoteliers Round Out First Half Of 2018 With Consistently Strong Bookings And Rates

According to newly released data from TravelClick, all travel segments are experiencing continued increases in the second quarter of 2018. Compared to the same period last year, the average daily rate is up by 2.5 percent, bookings are 1.4 percent higher, and revenue per available room rose by 4.0 percent. Growth is expected to continue for the next twelve months (June 2018 - May 2019) as well. For the coming twelve months, transient bookings and average daily rate are both up by 2.8 percent in year-to-year comparison. Full Story Here:

Hotels, airlines and travel sites battle bot attacks

The travel industry is under attack on a massive scale by hackers, according to research by Akamai. The researchers analyzed nearly 112 billion bot requests and 3.9 billion malicious login attempts on travel industry sites including hotels, airlines and cruise lines and found almost 40 percent of them were fraudulent. Of these malicious attacks, vast numbers are carried out from two countries, Russia and China. Between November 2017 and March 2018, 650 million attacks originated in Russia and 625 million came from China. Full Story Here:

Americans Less Likely To Use Sharing Economy During 2018 Summer Travel

Allianz Global Assistance recently released the fourth annual Allianz Travel Insurance Sharing Economy Index. The research found 53 percent of Americans are either not very likely or not at all likely to use sharing economy services during the 2018 summer travel season. Trust in sharing economy services is on the decline. Americans finding the sharing economy very or somewhat trustworthy is down three percentage points from last year to 62 percent. Full Story Here:

STR: US hotel results for week ending 23 June

STR is reporting the U.S. hotel industry posted positive performance metrics for the week of 17-23 June 2018. Compared to the same period last year, industry-wide occupancy was +0.1 percent higher at 75.9 percent. Average daily rate rose by +2.9 percent to reach $133.28 for the week. Revenue per available room went up by +3.0 percent to finish the week at $101.12. Full Story Here:

Monday, June 25, 2018

Culinary Tourism For Hoteliers - Part 1

Food has always been at the core of both travel and tourism. But when food is the main reason for a tourist to make a trip to a specific destination, it rises to another level of significance. The number of travelers embarking on culinary or food tourism driven vacations is staggering and is growing at an explosive rate thanks to social and other electronic media. Culinary tourists share their experiences of other foods and cultures across their social networks, and in the process create a boon for the destination as a whole. Hotels embracing this trend, which is amounting to a movement, are positioned to greatly profit from the culinary tourism phenomenon.

Culture And Fine Cuisine

Since a new breed of traveler, one who prioritizes food and drink began to emerge, there has been an evolution in what is most important to culinary tourists. As this trend began, food travelers were seeking fine dining experiences at only the most highly acclaimed eating establishments. Driven by social media engagement possibilities, culinary tourists have sought to find Instagram moments around the globe. This is still largely true, however food tourists are beginning to emphasize immersing themselves into the culture of their chosen destinations through its cuisine. The quest for authentically local cultural eating experiences is currently surging in popularity with the culinary tourist.

The local aspect of this trend goes beyond merely the food and drink of a destination, but can provide insight into the place itself. The foodie tourist is now venturing into local farmlands on journeys of discovery to learn how local food and beverages are grown and produced. They also have a desire to experience the preparation of local dishes they can possibly prepare themselves upon returning home. Some of these tourists are even going a step further, to either work on a local farm for a day, or take a cooking class in the home of a local resident of their destination. The food travel trend is certainly spanning cultural divides around the globe.

An indication that culinary tourism has moved beyond travelers only seeking out fine dining experiences is found in the popularity of street foods. Food tourism is much more than starched white linen tablecloths. Culinary tourism can even include a food traveler chasing a food truck; one they might have only heard about on social media, around the streets of a destination which is halfway around the world from their home. The taste temptations behind the food travel phenomenon are as greatly varied and diverse as the destinations are themselves.

In part two of this series we will see how hoteliers can best leverage the culinary tourism movement.

Friday, June 22, 2018

Hospitality News For The Week Of 6/22/18

HITEC Houston Makes History as HFTP’s Highest Attended Event in 65+ Years

This week in Houston, TX the Hospitality Industry Technology Exposition and Conference (HITEC) was held by the Hospitality Financial and Technology Professionals (HFTP). The event was the highest attended in the association’s history and attracted 6,650 attendees from June 18-21, 2018 to the George R. Brown Convention Center. HITEC Houston featured 120 speakers and 397 hospitality technology company exhibitors on the floor, including Above Property. Full Story Here:

AAA: Nearly 47 Million Americans Will Set New Independence Day Holiday Travel Record

According to data published by AAA, 46.9 million Americans will be traveling more than 50 miles for the Independence Day holiday this year. This represents a five percent increase over 2107 and a new record since AAA began tracking eighteen years ago. A number of factors are contributing to travel surge including strong economic variables and the fact that the holiday falls on a Wednesday, giving travelers the flexibility to schedule their trip around either the weekend before, after or both. Full Story Here:

Travelers Losing Interest In Home-Sharing - Phocuswright

Despite much industry concern regarding Airbnb steering guests away from hotels, interest in home sharing is on the decline with travelers. According to the results of a survey of nearly 3,000 U.S. adult travelers conducted by MMGY Global and published by Phocuswright, only 33 percent have an interest in sharing economy accommodations. This is down from 41 percent in 2017 and 37 percent in 2016. In comparison, 75 percent have an interest in staying at a large branded hotel, 66 percent for suite-based properties and 61 percent expressed interest in limited-service hotels. Full Story Here:

STR: US hotel results for week ending 16 June

STR is reporting the U.S. hotel industry posted mixed performance results in year-over-year comparison for the week of 10-16 June 2018. Compared to the same week last year, industry-wide occupancy fell slightly by -0.3 percent to 74.2 percent for the week. Average daily rate however was up by +2.0 percent to finish the week at $131.72. Revenue per available room was higher as well, going up +1.8 percent to end the week at $97.70. Full Story Here:

Thursday, June 21, 2018

Summer 2018 Travel Trends For Hoteliers - Part 2

The summer travel season is upon us and hoteliers must effectively meet the needs of their guests while offering them a memorable experience. To this end, it is crucial for hotels to completely understand the motivations and expectations of the different leisure travel segments as they embark on their summer vacations. AARP recently conducted a study of several different generations of travelers and a few things set them uniquely apart going into this summer vacation season.

Baby Boomers

Interestingly, according to AARP, Baby Boomers have reached the age where they are largely motivated in making their vacation plans by a desire to relax and rejuvenate in order to escape their busy everyday lives. High on their upcoming travel agenda are family multi-generational vacations, which magnifies this generation’s importance for hoteliers. As they age, Baby Boomers are increasingly taking trips to bucket list destinations which is an important motivator. Past research has shown that Boomers many times hold the purse strings in multi-generational travel as their inherent financial stability affords them the means. However, the more tech-savvy Millennial Generation often makes the actual travel arrangements for the family.


Millennial summer vacationers are looking for unique experiences in their travels rather than just seeing the hot spots frequented by tourists. Millennials prefer instead to gain insight into the authentic local culture, cuisine, and activities through their own adventure-seeking participation. Millennials are also the most likely demographic to bring work along with them while vacationing; 74 percent, according to AARP will work on their vacations. This is in keeping with the “bleisure” (combining business and leisure) travel movement as well. This travel trend has been unfolding for some time and is expected to only grow through the summer of 2018 and beyond.

The everyday lives of these young travelers are spent in continuous digital connection with others in their family and social circles. As a result, Millennials always expect high-speed Internet connections to be wherever they stay the night. Technological convenience is another expectation of this generation. Millennial travelers like to be in control of their entire experience and customize it to their preferences wherever possible. Hotel apps offer hoteliers the opportunity to empower all their guests accordingly.

Other trends for hoteliers to be aware of include the growth in health and wellness, which has created its own travel segment itself. Closely associated with the wellness trend is the foodie traveler. These are vacationers who choose their destinations largely based on the local cuisine and dining options available in the area.
The summer vacation season is a major revenue generator for many hotels. Awareness on the part of hoteliers of what is currently important to their guests will help drive hotel revenues even further.

Wednesday, June 20, 2018

Summer 2018 Travel Trends For Hoteliers - Part 1

With the arrival of warm weather and Memorial Day behind us, the summer travel season of 2018 has now unofficially begun. Much of the U.S. suffered through a particularly arduous winter and many people are yearning to finally get away on vacation. While Florida and California will likely always remain top destinations for summer travel, a varied list of alternative locales are gaining traction with both domestic and international travelers to the U.S. alike.

Summer Travel Destination Trends

Like the aforementioned states, Hawaii is a top destination as well. However, recent surveys and search statistics from Google indicate the 50th state is still growing in popularity as a travel destination. AARP recently reported in a survey that the Hawaiian Islands are the number one bucket list destination for travelers, this makes Hawaii the most important place people want to visit before they die. That distinction will certainly make the islands an enduring travel hot spot for many years to come. Since each of the islands can be considered separate destinations unto themselves, each has its own place on many travel surveys. Leading the latest survey from Travel+Leisure is the lush paradise island of Kauai, Hawaii. Close behind in the survey is Maui in second place and Kona in fourth.  With the recent volcanic eruption and subsequent lava flow of Mt. Kilauea on the island of Hawaii, there will most likely be some disruption in near term tourism.  That said, given the popularity of Volcanoes National Park, long-term tourism will probably increase.

Heavily trending as a destination on Google has been the smallest of the fifty states, Rhode Island. This is largely due to the beautiful New England sandy beaches to be found in the state. A benefit to travelers is the fact that all of the beaches in Rhode Island are a relatively short drive from anywhere else in the state. Although cold in winter, Rhode Island is the perfect place for a summer beach vacation, and the state deserves its nickname of “The Ocean State”.

Although certainly not a beach vacation hot spot, the southwestern states of New Mexico, Utah and Arizona are near the top of this year’s trending U.S. summer travel destinations as well. These states feature a plethora of national parks, forests and monuments for travelers to reconnect with nature and appreciate the breathtaking beauty of the American West.

Google has also published their list of internationally trending vacation hot spots. Russia is represented twice in the trending top five with Moscow in the number one spot and St. Petersburg at number three. Rounding out the rest of the most trending international destinations is in order; Da Nang, Vietnam; Zanzibar, Tanzania; and Langkawi, Indonesia.

In part two of this blog we will look at how the different travel segments are impacting the summer trends and what is motivating their vacation plans.