This dissertation proposal investigates the influence of customer loyalty on the ongoing shift between private accommodations, like Airbnb, and traditional hotels. The study aims to analyze how customer preferences are evolving and how industry leaders, such as Airbnb and Marriott, are adapting to this changing market. The research will explore the factors driving the shift in customer loyalty, compare experiences in private versus traditional accommodations, and recommend strategies for enhancing consumer experience and building a loyal customer base. The methodology involves online surveys for primary data collection and a literature review for secondary data, with SPSS used for statistical analysis. The proposal outlines the need for data on past accommodation trends, customer preferences, and the strategies employed by Airbnb and Marriott. References to relevant academic sources are included to support the research.
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