Before diving into the distinct ways in which leisure and business evaluated the various aspects of the online experience, it's important first to profile these visitors and elucidate their main points of differentiation. I'll start with primary purpose of visit, which is a metric that allows us to obtain a strong reading of cognitive intent. Visitors from business backgrounds, true to the travelling demands of their working lives, were more likely to be onsite to book a reservation than leisure travelers (38% vs. 30%). Since we are looking at data collected during the spring, a time in which many families begin preliminary planning for summer trips, it's not surprising to see that leisure travelers were usually onsite to research and compare hotel rates (30%) or to gather hotel information (32%). As we move into summer, it's likely that a sizable proportion of these visitors will move further down the booking and that the share of bookers within the leisure traveler segment will begin to rival the share within the business traveler segment.