Loyalty Versus Variety: Insights from Hotel Selection Patterns in Australia

This study explores the hotel selection patterns of leisure travellers to understand their loyalty or variety seeking intentions and profile them through key characteristics, factors that influence consumption patterns. While data were collected via focus groups, twenty-two participants purposively sampled based on criteria-Australian who have been same international destination three times more for leisure. Data analysis used thematic approach, which commenced with coding by identifying themes. The findings reveal do seek in selection. It also identified types within destination. Firstly, location as previous visits. Secondly, a different visits finally, (rather than sticking chain).The this further enrich understanding variety-seeking behaviour accommodation sector. paper extends concept micro level choices—hotel at