Travel and hospitality
August 17, 2020
Four consumer personas have different approaches to travel. Image courtesy of Ketchum
By Dianna Dilworth
Most U.S. consumers expect to travel more next year and the majority said that they would pay more for privacy and distancing, a hopeful signal that the channel will return after 2020 has decimated the hospitality industry.
{"ct":"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","iv":"513c002cdcc593235d6f8cbda0436f2d","s":"6b24c3b08a73b208"}
Share your thoughts. Click here