By Rachel Kyler People are changing the way they vacation and it?s evident in Walton County?s summer reservations. According to the Walton County Tourist Development Council, bookings are down for the 2006 summer season. This not necessarily due to lack of interest in South Walton beaches; April?s bed taxes were up more than 15 percent for this year. However, people are approaching vacation planning differently, said TDC Executive Director Kriss Titus. ?So much has changed,? she said. As the XY generation and ?echo boomers? are entering the rental market, there are more people registering for vacations ?on the spot,? Titus said. Busier schedules, uncertainty of vacation time and the advent of the Internet are causing people to schedule their vacations later. ?In today?s society, we?re more, ?What are we going to do tomorrow??? Titus said. ?It?s a lot more difficult for some people to schedule a year out.? In addition, Titus said increased availability of rental properties allow people to wait longer because they are not as concerned with securing a place. Cost is no longer the predominate factor. Renters have become increasingly concerned with ?added value,? like bike rentals, fitness centers, etc., Titus said. ?It?s a very competitive market,? Titus said. ?It?s a lot easier (for consumers) to make decisions.? Reports are also indicating that visitors are concerned about the shape of the beaches and the upcoming hurricane season. In an effort to encourage earlier bookings, the TDC moved $500,000 in contingence funds for a summer ad campaign to improve collections in the upcoming season. The new summer ad campaign, ?Our beaches are beautiful with great summer rates,? will focus on value and the beaches desirability. Regional ads will be placed in the Wall Street Journal targeting the South Atlanta District, which includes a large portion of the South East, and the Texas District, which covers Texas, Louisiana, Arkansas, Oklahoma Kansas and part of New Mexico. A strategic online campaign will target ?female family travel planners,? 35 to 54, with a household income in excess of $75,000 within South Walton?s top ten markets ? Atlanta, Nashville, Birmingham, Mobile, New Orleans, Memphis, Dallas, Huntsville, Montgomery and Tallahassee.