Gas prices will freak travelers for the first time this year...mostly because the media will tell them that they should be freaked out. The difference in $3 gas and $4 gas on most car-bound getaways is less than $10...and, except for all the road warriors out there, less than a Jackson. No big deal.
But the media will convince the mindless herd that they should cut back in other areas. Like dining and retail (emphasis on the retail).
Destination Marketers need to develop an answer (and, as much as we loved the free gas promotions in years past, I'm not sure that's it this year).
Instead, it's about communicating that your destination offers more for less.