Luxury luster falls off resort market

The storm clouds looming over Florida's top line resorts are getting thicker.

First, there were the rumors that some of the state's highest of high-end hotels were thinking of cutting the word resort out of their names, lest it be considered too upscale when businesses are weary of being slammed for luxurious trips. And a few of the Gulf Coast's tourism agencies are considering toning down marketing efforts that are based around the region's beaches, for similar reasons.

Even the Breakers Hotel & Resort, the Palm Beach hotspot that caters to jet-setting stars and global executives, has thought about dropping its five-star rating so it could appear to be less lavish.