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.
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","iv":"65247028d759a9f743a412a36fc071a2","s":"87726d0c45448847"}
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