Checking in on whether the brand names of hotels matter, business researchers find that occupancy rates after rebranding – properties that change from one franchise to another – increase over 6 percent. Additionally, revenue per room jumps more than 4 percent and operating profits climb nearly 3 percent, says a new study in forthcoming edition of the Journal of Marketing Research. About 60 percent of this increase is attributed to the change in brand, said authors Professor Chekitan Dev, Cornell’s School of Hotel Administration; lead author Professor Yi-Lin Tsai, University of Delaware; and Professor Pradeep Chintagunta, University of Chicago, in the study, “What’s in a Name? Assessing the Impact of Rebranding in the Hospitality Industry.”

Read the full article at Cornell | Nolan School of Hotel Administration

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