Impact of attitudinal loyalty on the frequent unmanaged business traveler’s use of price and consumer reviews in hotel choice

The unmanaged business traveler segment constitutes an important market segment for many hotels, representing, for example, approximately 70 per cent of the entire US business traveler market. Given that unmanaged business travelers have full control over hotel selection, an understanding of how they use non‐price information with price in hotel selection will help hotel operators to better price for, and market to, this high value segment. In this study we focus on a specific type of hotel consumer within the unmanaged business traveler segment, the frequent unmanaged business traveler and demonstrate the moderating effect of attitudinal loyalty on consumer reaction to price and reviews in hotel choice.