The four Summit panelists from Best Western International, U.S. Travel Association, AAA, andDigital DNA Infusion all observed that despite the leisure travel market continuing to heat up, consumers remain keen to get the most for their travel dollar. "I think the most important thing is that what leisure travelers still want, and have probably always wanted, is value," said David Atkins, Principal at the digital management consultancy firm Digital DNA Infusion. "Whether that's a deal or an add-on (such as free breakfast), there are all of these ways you can communicate value to the customer. So to me, value doesn't necessarily mean price reduction." "Americans are ready to travel this summer. AAA travel agents are reporting strong summer sales particularly in cruising," said Bill Sutherland, AAA vice president of travel services. "A rise in 'home port' cruises departing from ports nearer to a traveler's home also leads to more drive trips and overnight hotel stays for a number of travelers." Get the full story at Hospitality.Net