The whole premise of this rollout is flawed.
hypothesis: nowadays people are working differently
conclusion: therefore they travel differently
what now??????????!
did they undergo a personality transformation (ok well maybe... the last 2 years has left its mark on all of us in some way) - so suddenly they are interested in historic castles in france?
did they get a raise? - and now can afford more expensive vacations ??
did they get more time off? - and now have a whole month to vacation in France, with their dog. ???
oh, and let's assume that whatever is happening in Nth America behaviourally is sufficient research to roll out across the globe. Well nothing new there!! ["summer" rollout haha]