The Ypartnership/Yankelovich 2009 National Travel MONITOR found that roughly 80% of leisure travelers prefer chain-affiliated properties, while about 20% prefer independently operated resorts and hotels. "The growth in preference for independent hotels and resorts appears to be driven by two factors," said Peter C. Yesawich, head of Ypartnership. "First, a growing number of consumers appear more interested in the novelty and/or special character many independent operators have scripted into their properties. Second, the quest for better value, now defined in terms of a more attractive price, appears to be motivating many leisure travelers to evaluate independent alternatives."
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