Dreams are easily confused with reality in the luxury-tinged world of the travel industry, a segment where consumers often make purchases while imagining five-star hotels and palm tree-lined beaches. The problem for travel companies, however, is that meeting or exceeding these high consumer expectations can be exceedingly difficult. It’s a situation that’s leading more consumers to say they will switch to another travel provider if things go wrong. Roughly 50% or more of respondents said it would take just one bad experience with companies in the travel sector before they switched, a situation that should ring alarm bells for companies like Airbnb, Uber and accommodation providers. Get the full story at eMarketer