Shifting Loyalties: Where Has All the Love Gone?

It’s no secret that the consumers’ connection to their preferred brand has frayed during the pandemic-driven downturn in travel. PwC conducted a survey in 2020 which found that 41% of consumers are likely to switch hotels, while some 40% are undecided, leaving a small minority locked into a preferred brand (Glick and Baker 2020). A 2021 survey from Accenture reported that 45% of consumers are considering shifting some or all of their spending...