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":"2cc458bdc0ddd9e92bbcbb91e5dea0d6","s":"699d91f8fefbc636"}
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