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":"17d2f455f27b2ebd4cb10be4346cc143","s":"e12bb53d38b3011e"}
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