March 16th, 2022
It’s no secret that the consumers’ connection to their preferred brand has frayed during the pandemic-driven downturn in travel. While survey-based research has attempted to quantify the impact, this analysis utilizes Adara’s rich data set to determine actual, observed shifts in brand affinity. Focusing on over 500K traveler profiles whose trip frequency and spending patterns remained relatively constant over the past three years, the author, Adara Senior Adviser Carolyn Corda uncovers critical insights.
Download the whitepaper to learn more about:
- Comparisons of brand affinity by traveler segment
- Major drivers in explaining loss of brand affinity
- Recommendations for protecting and increasing consumer loyalty
Billions of dollars in hotel spend are at stake from shifts in consumers’ connection to a brand. The findings from this groundbreaking research enable marketers to chart a course to protect and expand their brands.
Adara is grateful to The Center for Hospitality Research (CHR) at Cornell University for publishing this data and analysis done by Carolyn Corda. We are thrilled to be associated with the prestigious Center for Hospitality Research. For more information about the CHR, click here.
