Consumers are often searching the web, but what are they looking for? In a word, they are searching for "Value". This is similar to price or rate, but actually quite different and often moves in opposite directions. If a great hotel goes down in price, then "value" to the consumer goes up. All that time that consumer spend going from Facebook, to Expedia, to Google, to TripAdvisor... All that activity is a search for Value... But it can also be hard to communicate Value online and hard to do quickly... Check out this quick video that provides clarity to a concept that is often abstract and hard to define.