Chekitan S. Dev

Marketing and Branding Professor at Cornell University

Chekitan  Dev

Chekitan S. Dev is an award-winning teacher of marketing and branding at Cornell University's School of Hotel Administration (SHA). Recognized as the leading authority on hospitality marketing and branding, Dev has published over 100 research papers in the very best journals, including the Journal of Marketing, Journal of Marketing Research, Harvard Business Review, and Cornell Hospitality Quarterly, and is the author of Hospitality Branding (Cornell University Press, 2012).

Dev has won several research awards, including a 2015 Highly Commended Paper Award from Emerald, a 2014 Best Paper Award from INFORMS, and the 2002 John Wiley & Sons award for lifetime contribution to hospitality and tourism research. A former corporate executive with Oberoi Hotels & Resorts, he has served corporate, government, education, advisory, and private equity clients in over 40 countries on six continents as an expert witness, consultant, keynote speaker, and workshop leader.Dev was selected as one of the "Top 25 Most Extraordinary Minds in Sales and Marketing" for 2009 by the Hospitality Sales and Marketing Association International (HSMAI). He has been interviewed on hospitality and travel trends by the Economist, TIME, Newsweek, the Wall Street Journal, the New York Times, the Washington Post, the Los Angeles Times, BusinessWeek, the International Herald Tribune, People, National Public Radio, and NBC Nightly News.

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Insights by Chekitan S. Dev (9)

Cornell Research Recap: The relationship satisfaction factor in successful brand-hotel partnerships

The more a hotel is required to make investments in brand standards, the more likely it is to engage in self-interested opportunism to recover investment costs and assert its independence, a new study co-authored by Chekitan Dev, professor of marketing at the School of Hotel Administration, shows.

Technology and brand building: Four smart practices for hotels

As hotels and hotel brands look to compete in an increasingly congested brandscape, the rush to adopt new digital technologies to stand apart from the competition has resulted in many rushing headlong into adopting technology, sometimes with negative consequences.

Digital branding for hotels: The four E’s to success

Future winners and losers in hospitality will be determined based on how much they embrace digital to transform every aspect of their brand to create new, personalized, carefully curated and meaningfully differentiated emotional experiences for guests, write Landor’s Lulu Raghavan and Cornell’s Chekitan S.

What Do Hotel Guests Really Want? Anticipated Versus Actual Use of Amenities

Abstract: Hotels provide a lengthy menu of amenities based on the (largely accurate) perception that guests want those amenities and claim they will use them. While many guests do exactly that, a substantial percentage will "overpredict" which amenities they will use.
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