CHR Research: Focused on the Industry
The Center for Hospitality Research offers a wide variety of accessible reports aimed at providing specific approaches for addressing industry issues. The reports are written by faculty researchers at the School of Hotel Administration and elsewhere, with a goal of answering specific questions facing the industry. Based on their direct contact with industry leaders, CHR experts explain the implications of their studies for the reader's benefit. All CHR reports are offered at no charge as a service to the industry.
Full Catalogue of CHR Reports
The full catalogue and a searchable database of nearly two decades of CHR reports, including industry tools and roundtable highlights, can be found in the CHR section of the Hotel School's Scholarly Commons.
Selected Research Reports
Here are summaries of selected research reports by Hotel School faculty. Click through to read the full reports.
Total Hotel Revenue Management: A Strategic Profit Perspectiveby Breffni M. Noone, Cathy A. Enz, and Jessie Glassmire
Hospitality firms are expanding traditional revenue management (RM) practice to focus on customer value and strategic profit management. Participants in series of semi-structured interviews suggested that revenue management is moving away from a sole focus on top-line rooms revenue toward a bottom-line orientation focused on the customer.
The Billboard Effect: Still Alive and Wellby Chris Anderson and Saram Han
As a follow-up on two earlier studies, this report confirms the so-called billboard effect on demand that occurs when online travel agents (OTAs) include a particular hotel in their listings. Even though many guests book directly with the hotel brand, this study's findings are similar to those of earlier studies which showed that being listed on an OTA site increased reservations through the hotel brand's site.
Hotel Brand Standards: How to Pick the Right Amenities for Your Propertyby Chekitan Dev
Hotels can subject amenities to an analysis of return on investment. In this study, free Internet attracted new guests, but free bottled water was a large factor for returning guests.
What Matters Most to Your Guests: An Exploratory Study of Online Reviewsby Rohit Verma
Service and room quality are overwhelmingly the most important aspects for guests at high-end properties, based on over 95,000 reviews on TripAdvisor.
The Future of Hotel Revenue Managementby Sheryl Kimes
Slowly but surely, hotels are becoming more strategic with revenue management and are integrating RM into all areas of hotel operations, according to this survey of more than 400 hotel professionals.
Hotel Performance Impact of Socially Engaging with Consumersby Chris Anderson
Hotels that encourage guest reviews increase their ratings on sites like TripAdvisor and also improve sales and revenue. Using data from TripAdvisor, this study found that hotels that encouraged and responded to guest reviews (using Revinate Surveys) saw increases in their ratings, as compared to their competitive set.