Cornell Center’s Relevance Award Winners Focus on Hotel Marketing

Chris Anderson, Ph.D.	Rohit Verma, Ph.D.

De: Cornell University, Center for Hospitality Research.
http://www.hotelschool.cornell.edu/about/pubs/news/newsdetails.html?id=578

Two research reports from Cornell's Center for Hospitality Research are winners of the 2009 Industry Relevance Award. The two reports were selected by the center’s website registrants and members of the center’s Advisory Board. Both are targeted at improving hotels’ marketing efforts.

The winners are "Setting Room Rates on Priceline: How to Optimize Expected Hotel Revenue," by Chris K. Anderson http://www.hotelschool.cornell.edu/research
/chr/pubs/reports/abstract-14705.html, and "Unlocking the Secrets of Customers' Choices,” by Rohit Verma http://www.hotelschool.cornell.edu/research/chr/pubs/reports/abstract-14342.html. As is the case with all center reports and tools, these reports are available for download at no charge http://www.hotelschool.cornell.edu/research/chr/pubs/. For a list of past Industry Relevance Award winners, please visit http://www.hotelschool.cornell.edu/research/chr/research/awards.html.

Anderson’s report explains how to use the information provided by Priceline to set rates that will optimize sales. Although hotel operators cannot directly see the bids made by would-be guests, an analysis of Priceline’s reports provides the information needed to develop the best possible offer. Anderson also provided a spreadsheet-based tool, available at http://www.hotelschool.cornell.edu/research/chr/pubs/tools/tooldetails-14706.html, that would allow hoteliers to perform the analysis that he devised.