Importance of brand in the hospitality sector
Insights, key indicators and case studies that inspire providers of hospitality services.

Key indicators on the importance of brands
A cross-sectional survey with a representative sample of 10,000 consumers was used to assess the consumers' attitudes towards the extent to which a brand influences their purchase behaviour and their willingness to pay premium prices.
24
Perceived importance of brand
11
Willingness to pay premium for brand