Cornell Center's Relevance Award Winners Focus on Hotel Marketing

Jun 11, 2009

Contact:  Glenn Withiam, 607.255.3025, grw4@cornell.edu

FOR IMMEDIATE RELEASE:
Cornell Center's Relevance Award Winners Focus on Hotel Marketing
 
Ithaca, NY, June 11, 2009 – Two research reports from Cornell's Center for Hospitality Research are winners of the 2009 Industry Relevance Award. The two reports were selected by the center's website registrants and members of the center's Advisory Board. Both are targeted at improving hotels' marketing efforts.

The winners are "Setting Room Rates on Priceline: How to Optimize Expected Hotel Revenue," by Chris K. Anderson, and "Unlocking the Secrets of Customers' Choices," by Rohit Verma. As is the case with all center reports and tools, these reports are available for download at no charge. For a list of past Industry Relevance Award winners, please visit our website.

Anderson's report explains how to use the information provided by Priceline to set rates that will optimize sales. Although hotel operators cannot directly see the bids made by would-be guests, an analysis of Priceline's reports provides the information needed to develop the best possible offer. Anderson also provided a spreadsheet-based tool, that would allow hoteliers to perform the analysis that he devised.

In his report, Verma presents an explanation of discrete-choice analysis, which allows marketers to analyze customers' preferences for products and services. Instead of simply asking customers what they would like, discrete-choice analysis compares customers' ratings of packages of product attributes. By varying the attributes in each test, marketers can determine which products and services are actually customer favorites.

The award winners were chosen from the most popular reports in the prior year, based on the number of downloads from the center's website. The five most useful of those heavily downloaded reports were determined by a poll of 2,000 frequent users of the Center for Hospitality Research website, all of whom had themselves downloaded more than ten reports or tools. Members of the center's Advisory Board then voted to select the two winners out of the top five finalists.

Thanks to the support of the Center for Hospitality Research partners listed below, all publications posted on the center's website are available free of charge.

About The Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the center's 77 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The center also publishes the award-winning hospitality journal, the Cornell Hospitality Quarterly. To learn more about the center and its projects, visit www.chr.cornell.edu.

Center Senior Partners: American Airlines Admirals Club, General Growth Properties, Inc., job.travel, McDonald's USA, Philips Hospitality, Southern Wine and Spirits of America, Inc., Taj Hotels Resorts and Palaces, and TIG Global

Center Partners: AIG Global Real Estate Investment, Davis & Gilbert LLP, Deloitte & Touche USA LLP, Denihan Hospitality Group, eCornell & Executive Education, Expedia, Inc., Four Seasons Hotels and Resorts, Fox Rothschild LLP, FX Real Estate and Entertainment, Inc., HVS, InterContinental Hotels Group, Jumeirah Group, LRP Publications, Marriott International, Inc., Marsh's Hospitality Practice, Mobil Travel Guide, Inc., PricewaterhouseCoopers, Proskauer Rose LLP, SAS, Smith Travel Research, SynXis (a Sabre Holdings Corporation), Thayer Lodging Group, Thompson Hotels, Travelport, WATG, and WhiteSand Consulting

Center Friends: 4Hoteliers.com . American Tescor, LLC . Argyle Executive Forum . Caribbean Hotel and Restaurant Buyers Guide . Cody Kramer Imports . Cruise Industry News . DK Shifflet & Associates . ehotelier.com . EyeforTravel . Gerencia de Hoteles & Restaurantes . Global Hospitality Resources . Hospitality Financial and Technology Professionals (HFTP) . hospitalityInside.com . hospitalitynet.org . Hospitality Technology Magazine . Hotel Asia Pacific . Hotel China . HotelExecutive.com . Hotel Interactive . Hotel Resource . HotelWorld Network . International CHRIE . International Hotel Conference . International Society of Hospitality Consultants (ISHC) . iPerceptions . Lodging Hospitality . Lodging Magazine . Milestone Internet Marketing . MindFolio . Parasol . PhoCusWright, Inc. . PKF Hospitality Research . The Resort Trades . RealShare Hotel Investment & Finance Summit . Resort+Recreation Magazine . RestaurantEdge.com . Shibata Publishing Co. . Synovate . The Lodging Conference . TravelCLICK . UniFocus . WageWatch, Inc. . WIWIH.COM