I was down for a few days a couple of weeks ago and for the first time in twenty years, I did not stay in SoWal. Why? A number of reasons really. I got tired of all the fees. Cleaning fee, admin fee, reservation fee, deposit, etc. Another reason is the highly variable condition of condos/homes for rent. Most owners are reasonable and furnish and decorate their units in keeping with the cost but sadly there are a number of owners who let the carpet go until it is way beyond nasty; same with upholstered furniture. And then came the proposal to raise the bed tax in Walton County. Let's see, I get to pay an increased bed tax so that the county can market to tourists farther away than they currently market to. That put me over the edge.
I stayed in a hotel, had a nice ocean view, got a free hot breakfast every morning and free drinks at night. All for a very attractive rate. No muss, no fuss, no deposit, no cleaning fee, etc.
I truly believe that the typical American consumer changed after October 2008. Most are looking after their wallets a little closer, looking for deals and negotiating rates and other purchases. I believe this change will be permanent.