Cornell Center for Hospitality Research Focuses on Improving Hotels' Websites and Forecasting...
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Cornell Center for Hospitality Research Focuses on Improving Hotels' Websites and Forecasting Restaurant Sales
Ithaca, NY, August 14, 2013 - Two new publications from the Cornell Center for Hospitality Research (CHR) at the School of Hotel Administration, address management issues for the hotel industry and for the restaurant industry. One new tool provides a way to analyze how well a hotel's website functions, while the new restaurant report finds that managers can use tips to forecast restaurant sales. Both publications are available at no charge from the CHR.
Cornell Professor Shows How to Make Sure Hotel Websites Meet Customers' Needs
A new hospitality tool from the Cornell Center for Hospitality Research (CHR) demonstrates how hotel companies can ensure that their websites make it easy for customers to find the information they need. The tool, "Does Your Website Meet Potential Customers' Needs? How to Conduct Usability Tests to Discover the Answer," by Daphne Jameson, explains how to conduct usability tests to evaluate the extent to which a hotel or restaurant website meets potential customers' needs. The tool is available at no charge from the CHR.
Jameson, a professor at the Cornell School of Hotel Administration, says usability testing is neither difficult nor expensive to implement. "As I explain in this tool, a hospitality firm can employ students or other people to play the role of customers who are seeking information from the website," said Jameson. "These testers can then report on their experience so that the hotel management can remove barriers to booking and adjust the website to be more functional."
The CHR tool provides detailed instructions for usability testing and gives examples from sample usability tests conducted on 30 hotel websites. "In our pilot test, we asked students to imagine that they were meeting planners who were looking for a meeting venue. We found that certain hotels were eliminated from consideration primarily because their website was unattractive and hard to use." Jameson added that usability testing can also be applied for internal purposes, for example, to make sure that human resources information is easily accessible to employees.
Cornell Study Finds that Tips Forecast Restaurant Sales
A new study from the Cornell Center for Hospitality Research (CHR) has found that tip percentages provide an indication of subsequent restaurant sales. The study "Tips Predict Restaurant Sales," by Michael Lynn and Andrey D. Ukhov, is available at no charge from the CHR. Lynn is the Burton M. Sack '61 Professor in Food and Beverage Management at the Cornell School of Hotel Administration, where Ukhov is an assistant professor.
Lynn and Ukhov analyzed seven years of monthly charge-card sales and tip data for a multi-regional restaurant chain in the United States. "We found that tip percentages in one month accurately predicted food sales levels in the following month," said Lynn. "Our data do not say why this is true, but we think that tips can be an indicator of how well consumers are doing and how optimistic they are regarding their future prospects. Since tips are entirely voluntary, it stands to reason that tips would go up when people are doing well, and that would be reflected in future visits to the restaurant."
Ukhov and Lynn conclude that tip percentages can be used as a management device in restaurants to help managers set sales forecasts.
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 74 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. To learn more about the center and its projects, visit www.chr.cornell.edu.
Center Senior Partners: Accenture, ASAE Foundation, Carlson Rezidor Hotel Group, Hilton Worldwide, National Restaurant Association, SAS, STR, and Taj Hotels Resorts and Palaces
Center Partners: Davis & Gilbert LLP, Deloitte & Touche USA LLP, Denihan Hospitality Group, Expedia, Inc., Forbes Travel Guide, Four Seasons Hotels and Resorts, Fox Rothschild LLP, Hyatt Hotels Corporation, InterContinental Hotels Group, Jumeirah Group, LRP Publications, Maritz, Marriott International, Inc., Marsh's Hospitality Practice, McDonald's USA, priceline.com, PricewaterhouseCoopers, Proskauer, ReviewPro, Revinate, Sabre Hospitality Solutions, Sathguru Management Consultants (P) Ltd., Schneider Electric, Travelport, TripAdvisor, and Wyndham Hotel Group
Center Friends: 4Hoteliers.com • Berkshire Healthcare • Center for Advanced Retail Technology • Cleverdis • Complete Seating • Cruise Industry News • DK Shifflet & Associates • eCornell & Executive Education • ehotelier.com • EyeforTravel • The Federation of Hotel & Restaurant Associations of India (FHRAI) • Gerencia de Hoteles & Restaurantes • Global Hospitality Resources • Hospitality Financial and Technology Professionals (HFTP) • hospitalityInside.com • hospitalitynet.org • Hospitality Technology Magazine • HotelExecutive.com • HRH Group of Hotels Pvt. Ltd. • International CHRIE • International Society of Hospitality Consultants (ISHC) • iPerceptions • J.D. Power and Associates • The Leading Hotels of the World, Ltd. • The Lemon Tree Hotel Company • Lodging Hospitality • Lodging Magazine • LRA Worldwide, Inc. • Milestone Internet Marketing • MindFolio • Mindshare Technologies • The Park Hotels • PhoCusWright Inc. • PKF Hospitality Research • Questex Hospitality Group • The Resort Trades • RestaurantEdge.com • Shibata Publishing Co. • Sustainable Travel International • UniFocus • WIWIH.COM