Before they can return to pre-pandemic profitability, travel-dependent businesses must win back customers’ trust

Travel and leisure companies planning and hoping for the return of business are working to make sure customers feel safe.

That confidence can’t be instilled only through advertising and messaging, executives say. It also depends on the customer experience, including what people can see with their own eyes.

“It’s about communicating the cleanliness factor optically,” said Janis Cannon, senior vice president of upscale brands for Choice Hotels International Inc., a franchiser whose hotels range from budget to high-end.

Excerpt from WSJ
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