SAS Steps Up as Senior Partner of Cornell Center for Hospitality Research

Sep 22, 2010

Contact:  Jennifer Macera, 607.255.3101, 

SAS Steps Up as Senior Partner of Cornell Center for Hospitality Research

Premier business analytics firm will expand support of CHR research agenda
Ithaca, NY, September 22, 2010 – Leading business analytics firm SAS has become the newest senior partner of the Cornell Center for Hospitality Research (CHR), upgrading its former status as a CHR partner. As a senior partner, SAS will increase its support of CHR's activities, including sponsoring a roundtable in Las Vegas, producing a new series of webcasts, and making presentations at the upcoming Cornell Hospitality Research Summit (CHRS), in October 2010. Radhika Kulkarni, Ph.D., vice president of advanced analytics research and development, will continue as a member of the CHR advisory board.

"This is an excellent partnership, and I am glad that we can do more to increase research information available to the industry. Together, CHR and SAS create excellent synergy," said Dr. Kulkarni.

"Both CHR and SAS have a goal of sharing top-level, research-based information with the hospitality industry, and SAS has been a tremendous supporter in the past year," said Jennifer Macera, CHR associate director. "We are looking forward to expanding our relationship with SAS to support the industry in the next year." SAS joins these other CHR senior partners: Hilton Worldwide, McDonald's USA, Philips Hospitality, STR, Taj Hotels, Resorts, and Palaces, and TIG Global.

SAS's support of the CHR includes strong activity in the Cornell Hospitality Research Summit, where three SAS associates will be participating in breakout sessions. Dr. Kulkarni will chair the presentation on industry loyalty programs; Kelly McGuire, PhD, director of business development for hospitality and travel, will discuss advanced methods for analyzing social media data; and Ravi Mehrotra, PhD, president and chief scientist, IDeaS, A SAS Company, will explain how to use guests' willingness to pay to optimize hotel room rates.

As a senior partner, SAS will exclusively sponsor a Hospitality Analytics Roundtable to be held in Las Vegas on April 1, 2011. The Roundtable will be chaired by Cornell faculty member Chris Anderson, and will focus on advanced analytics that use guest data to understand and predict future behavior.

During the 2010 academic year, the SAS-CHR partnership produced a series of seven webcasts that addressed key topics in the hospitality industry, including social media, sustainability initiatives, and loyalty programs. As a senior partner, SAS will work with CHR to produce a new series of webcasts, beginning on October 15, 2010.

This year's topics include:
• Four Hospitality Industry Studies You Need to Hear
• Advanced Analytics for Hospitality and Gaming
• New Pricing Techniques for Hotels and Casinos
• Applying Analytics to New Service Design
• Preparing for the Recovery, Revisited
• Social Media Analytics

About SAS
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 45,000 global sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®.
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 81 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

Center Senior Partners: Hilton Worldwide, McDonald's USA, Philips Hospitality, SAS, STR, Taj Hotels Resorts and Palaces, and TIG Global

Center Partners: Davis & Gilbert LLP, Deloitte & Touche USA LLP, Denihan Hospitality Group, eCornell & Executive Education, Expedia, Inc., Forbes Travel Guide, Four Seasons Hotels and Resorts, Fox Rothschild LLP, French Quarter Holdings, Inc., HVS, Hyatt, InterContinental Hotels Group, Jumeirah Group, LRP Publications, Maritz, Marriott International, Inc., Marsh's Hospitality Practice, PricewaterhouseCoopers, Proskauer, Sabre Hospitality Solutions, Schneider Electric, Southern Wine and Spirits of America, Inc., Thayer Lodging Group, Thompson Hotels, Travelport, and WATG

Center Friends: • American Tescor, LLC • Argyle Executive Forum • Berkshire Healthcare • Center for Advanced Retail Technology • Cody Kramer Imports • Cruise Industry News • DK Shifflet & Associates • • EyeforTravel • Gerencia de Hoteles & Restaurantes • Global Hospitality Resources • Hospitality Financial and Technology Professionals (HFTP) • • • Hospitality Technology Magazine • Hotel Asia Pacific • Hotel China • • Hotel Interactive • Hotel Resource • HotelWorld Network • International CHRIE • International Hotel Conference • International Society of Hospitality Consultants (ISHC) • iPerceptions • JDA Software Group, Inc. • J.D. Power and Associates • Lodging Hospitality • Lodging Magazine • LRA Worldwide, Inc. • Milestone Internet Marketing • MindFolio • Mindshare Technologies • PhoCusWright • PKF Hospitality Research • The Resort Trades • RealShare Hotel Investment & Finance Summit • Resort and Recreation Magazine • • Shibata Publishing Co. • Synovate • The Lodging Conference • The Wall Street Journal • TravelCLICK • UniFocus • USA Today • WageWatch, Inc. • WIWIH.COM