Aim: The aim of the study is to examine which factors affecting hotel brand loyalty among Swedish leisure- travelers are the most central. Previous studies regarding hotel brand loyalty are lacking on the Swedish market, and therefore a research gap has been identified. The aim of the study is to be helpful regarding creating loyalty in the hotel industry.

Method: The study has been conducted according to a qualitative research method using semi-structured interviews. The interviews have been transcribed and analyzed using an inductive, thematic analysis. The result is presented in a figure. 

Results and conclusions: The authors found that brand trust, brand image, consumer satisfaction and perceived value were the most central factors that affected hotel brand loyalty positively. Brand attitude, perceived quality and brand personality did not have a noticeable effect on hotel brand loyalty.

Contribution of the thesis: The study contributes to increasing the knowledge of hotels for Swedish leisure-travelers regarding how they can create loyalty towards their brand. 

Suggestions for future research: The authors have identified three suggestions for future research. 1. Research how much the different factors affect brand loyalty and rank them. 2. Examine what liaison brand trust, consumer satisfaction and brand loyalty have. 3. Conduct a further developed study on brand attitudes and brand loyalty.