Cornell Hospitality Research Summit Catalogues Opportunities and Challenges in Use of Social Media

Mar 08, 2011

Contact:  Jane Henion, 607.255.9780,

Cornell Hospitality Research Summit Catalogues Opportunities and Challenges in Use of Social Media
Ithaca, NY, March 8, 2011 – It's hard to think of an industry that is a better fit for social media, whether it's Facebook or Flickr, YouTube or Twitter. But at the same time, no industry runs greater risk from poorly considered tactics or inappropriate social media strategies. As documented in a new set of proceedings, presenters at the Cornell Hospitality Research Summit (CHRS) documented the hospitality industry's current use of social media, and outlined the remarkable potential for future social media platforms. Held in October 2010, CHRS brought 225 industry leaders and researchers to the Cornell School of Hotel Administration to examine and analyze current industry issues, with a goal of moving forward in research and practice. The proceedings are found in "Social Media and the Hospitality Industry: Holding the Tiger by the Tail," available at no charge from the Center for Hospitality Research (CHR) at

Most hospitality operators have recognized the marketing potential represented by social media, including greater contact with customers and the opportunity to develop a loyal following. However, the explosion of social media creates the risk that the hospitality industry could be left behind by advancing technology, as operators spend their time and money on outdated channels. To avoid that possibility, CHRS presenters explained their current use of social media, including specific apps for each brand, interactions on Facebook and Twitter, embedded YouTube videos, and extended, personal conversations about the company and brand. Oddly, some hotel chains are barely represented at all on social media, while others are conducting a full-court press using all possible channels.

Several presenters covered the great potential advantage that social media offer by allowing creation of sets of advanced analytics of customer preferences, current and future products, and societal trends. These analytics are possible because guests are so willing to share information about their likes and dislikes. By using appropriate analytic methods, hoteliers can get a sense of what guests want generally and how they react to the hotel specifically. Most important right now is the development of mobile apps, since travelers expect to use their mobile devices to book rooms or other travel services on the spot. A comprehensive strategy of customer engagement will employ all social media.

The CHRS was made possible by the following sponsors: Avaya, Charlie's Grilled Subs, Hotel Business,,, (HNN),, and J.D. Power and Associates.

                                                 *SAVE THE DATE for the next CHRS: October 3-5, 2012*

Thanks to the support of the CHR partners listed below, all publications posted on the center's website are available free of charge, at

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 • 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 • Resort and Recreation Magazine • • Shibata Publishing Co. • Synovate • The Lodging Conference • The Wall Street Journal • The TravelCom Network • Travel + Hospitality Group • UniFocus • USA Today • WageWatch, Inc. • WIWIH.COM • Wyndham Green