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":"7b6355e87036eb7c31f2b47309472681","s":"7cb176061a42573a"}
Share your thoughts. Click here