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":"37f7aac8ec10f0847709f1204574b20e","s":"63a2a8b40678ffb7"}
Share your thoughts. Click here