Travel and hospitality
July 23, 2021
Over the last year, marketers in the hospitality sector have had to shift their strategies from growth to survival. Image credit: Leading Hotels of the World
By Nora Howe
A well-planned marketing strategy is critical for global organizations operating in a dynamic industry such as hospitality, where customer expectations are continuously evolving and the landscape grows more competitive.
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","iv":"c554f9115ae982ba7944b4c395374671","s":"293841451d0dbfa9"}
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