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":"98d2c5d9bf4d927ce364b6ca40caea4f","s":"e8d32f4c1ea96394"}
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