The U.S. hotels market has endured a particularly rough time since late 2000, when the economy began to falter, through to the devastation to the market as a result of September 11. The travel industry overall was particularly hard hit by both of those situations, yet the hotel industry is in a better position to recover more quickly than other segments, namely airlines. While flights overall are down because of security issues and consumers tightening their purse strings, driving vacations have remained a cost-effective means for getting away. Taking a car trip remains popular as people refocus efforts toward being with family and friends. Yet traveling via car still necessitates the use of hotels, which spells good news for the industry. In addition, the hotels industry is expected to make a speedier recovery relative to other segments of the travel industry as staying in a hotel close to home becomes a way for people to treat themselves to something special.

This report provides an in-depth look at the hotel market in the U.S. with particular emphasis on the consumer. Original research conducted among consumers examines attitudes and concerns in regards to staying in hotels. Potential opportunities for growth within the market are highlighted, as well as a review of current advertising strategy devised to tap business potential. For the purposes of this report, the following definitions will be used:

A hotel is defined as a collective accommodation establishment, which provides lodging and usually meals, entertainment and various personal services for the public.

Motels, once considered a separate category, are generally included in hotel figures today; once considered "motor hotels," where travelers parked their cars right outside the door to their room, motels today are considered to be hotels with limited services and amenities, thereby offering lower prices than full service hotels.

Bed and breakfasts, campgrounds and inns are not included in this definition.