"Let's bring in business": Cornell Hospitality Research Summit Looks at Top Strategies for Hotel Marketing and Operations
As economic prospects brighten, hospitality operators are focusing on tactics and strategies to attract customers, improve rates, and strengthen hotel operations
Presenters at the Cornell Hospitality Research Summit (CHRS) will focus on business-boosting strategies all along the line. The CHRS is scheduled for October 6-8, 2010, on the Cornell University campus in Ithaca, New York. Registration is now open at . The CHRS sessions will cover distribution issues (particularly with online travel agents), how to use brands to build value, and how to make the most of revenue management and maintain your operation's best possible price positioning.
To find out the key issues and opportunities in leisure travel distribution, it makes sense to go to the sources. Kurt Ekert, chief commercial officer, GTA by Travelport, will present trends, challenges, and opportunities in leisure travel distribution, based on Travelport's position as a global distribution system (GDS) provider and a travel purveyor through Gulliver's Travel Associates. An important aspect of distribution is working with online travel agents (OTAs), as explained by Tim Gordon, senior vice president, Priceline, and Jay Hubbs, director, partner services, Hotwire.
Five sessions will cover the essential points of building a hotel marketing strategy and managing a brand. Cornell Professor Chekitan Dev, Ph.D., will present the key elements of brand management, based on twenty years of research. Bruce Hyatt, VP, Marketing & Strategy, Sabre Hospitality Solutions, will explain the key aspects of building an online brand. Cornell Associate Professor Robert Kwortnik, Ph.D., will present his step-by-step framework for building and strengthening a brand, which begins with determining your customers' motivations and includes creating a data-based brand promise. In a session on using social media to strengthen a brand, Kelly McGuire, Ph.D., director, business development for hospitality and travel, of SAS, will join Ravi Mehrotra, president and chief scientist, IdeaS (a SAS company), to explain how to analyze hotel rates based on guests' willingness to pay, and how to make quantitative use of comments found in social media.
The importance of integrating revenue management in all aspects of hospitality operation is underlined in a study presented by Cornell Professor Sheryl Kimes, Ph.D. Based on a survey of hundreds of operators, she has developed management strategies for using revenue management as strategy in all aspects of a hotel's operation. Along the same lines, David Roberts, senior vice president of global revenue management, Marriott International, will outline the issues involved in revenue management worldwide. With a different focus on financial performance, Renata Kosova, Ph.D, assistant professor of strategy at the School of Hotel Administration, has compared the financial impact of franchising vs. company ownership for a large hotel chain, with unexpected results.
Two other ways to get ahead of competitors is to be a continual innovator, as explained in a presentation by Cornell Professor Cathy Enz, Ph.D., and to instill trust in your workers, as discussed by Rick Garlick, senior director of consulting and strategic implementation, Maritz Hospitality Research Group. Enz has participated in an extensive study of service innovators in all areas of the hospitality industry, while Garlick seeks to counteract the drop in trust in the hospitality workplace.
Performance trends in the hotel industry will be the focus of two presentations, one by Mark Lomanno, president of STR, and another by Mark Woodworth, president of PKF Hospitality Research. In addition, Hudson Riehle, senior vice president of research and knowledge group, National Restaurant Association, will examine trends in the restaurant industry, and Cornell Professor Gary Thompson, Ph.D., will explain his research on restaurant profitability management.
In addition to these presentations on strengthening revenues and hotel operations, the CHRS will offer several breakouts on social media, sustainability, and customer loyalty and market analytics. Five Keynote Speakers will highlight the CHRS proceedings. They are Christine Duffy, president and CEO, Maritz Travel Company; Professor Frances Frei, Harvard Business School; Adam Goldstein, president and CEO, Royal Caribbean International; Gerald Lawless, executive chairman, Jumeirah Group; and Randell Smith, CEO and co-founder of STR.
Early registration for the Cornell Hospitality Research Summit continues through August 30 at .
To view the full list of speakers, please visit: .
Event sponsors are: Avaya, Charley's Grilled Subs, Hotel Business, HOTELMARKETING.COM, HotelNewsNow.com, and Hsyndicate. Additional sponsorship opportunities are available. Contact Jennifer Macera, [email protected], for more information.
About the Center for Hospitality Research
The purpose of the Center for Hospitality Research is to enable and conduct research of significance to the global hospitality and related service industries. CHR also works to improve the connections between academe and industry, continuing the School of Hotel Administration's long-standing tradition of service to the hospitality industry. Founded in 1992, CHR remains the industry's foremost creator and distributor of timely research, all of which is posted at no charge for all to use. In addition to its industry advisory board, CHR convenes several industry roundtables each year for the purpose of identifying new issues affecting the hospitality industry.
Center Members: Accenture • Access Point Financial, Inc. • Barclaycard US • Cvent • Davis & Gilbert LLP • Deloitte & Touche USA LLP • DerbySoft • Four Seasons Hotels and Resorts • Fox Rothschild LLP • Hilton Worldwide • Host Hotels & Resorts • Hyatt Hotels Corporation • IDeaS Revenue Solutions • InterContinental Hotels Group • Jumeirah Group • Marriott International • NTT DATA • Preferred Hotels & Resorts • priceline.com • PwC • The Rainmaker Group • RateGain • ReviewPro • Revinate • Sabre Hospitality Solutions • STR • Taj Hotels Resorts and Palaces • Tata Consultancy Services • Wipro EcoEnergy • Wyndham Hotel Group
Jennifer Macera
Associate Director
(607) 255-3101
CHR
