Product involvement has been studied for 30 years, but studies connecting it to brand loyalty in Swiss hotels are missing. This study examines how Swiss leisure travellers’ product involvement with a hotel relates with loyalty to the hotel brand. Results show moderately high involvement and antecedents ‘pleasure’ and ‘sign value’ show strong relationships. Correlation scores suggest overall weak brand loyalty, impacted by desire to visit different locations. Despite medium-high interest in hotels, only small differences among hotel brands resulted.