This year’s holiday season seems to be bearing early gifts for the travel industry, as average daily hotel rates seem to be trending up year-over-year, according to the same Orbitz study. However, as consumers are paying more, it becomes incredibly important for hotels to provide value that lines up with the increased prices. Various studies show that prospective guests have increased their expectations with rising costs, which can mean a variety of requests from free WiFi and continental breakfast, through various personalization and technological advancements.