The February 2009 US Travel Association survey of 2,270 U.S. adults is now complete, and the results reveal both "good" and "challenging" news for travel service suppliers.

The good news: Fully six out of ten U.S. adults are planning to take at least one leisure trip during the next 6 months. This is a slightly higher percentage than recorded in February 2008.

The challenging news: Travelers are now demanding far greater value for their vacation dollar, and they are comparison-shopping more aggressively than ever. As a result, they are likely to be far more responsive to certain promotional offers than others.