Ithaca, NY (PRWEB) August 2, 2009
New hospitality management research suggests that rebranding and moves in market scale result in positive financial effects after two years or more. A hotel revenue management study of 95 properties, "Rebranding and Rescaling: Effects on Hotel Performance," by Bjorn Hanson, Anna Mattila, John O'Neill, and Yong Hee Kim, is the featured article in the August 2009 edition of the Cornell Hospitality Quarterly. Through a special arrangement with Sage Publishing, the article is available at no charge at http://www.hotelschool.cornell.edu/research/chr/pubs/quarterly/featured/ . Sage manages the journal for the Quarterly's publisher, the Cornell School of Hotel Administration's Center for Hospitality Research.
Sixty-four of the 95 hotels in the hotel revenue management study moved downward in their market scale, and more than half of those downwardly mobile hotels switched from midscale to economy properties. Ten hotels changed brands but not market scale. The hospitality management research analysis found that the hotels' financial performance generally improved in the second year after they rescaled. During the first year after the changeover, net operating income diminished, probably due to temporary occupancy declines and the expenses of making alterations.
The Hanson group found that hotels which moved upward in scale saw higher ADRs, while those that moved downscale generally saw no change in ADR, meaning that they were able to hold their rates even as they moved downmarket. The study found no significant change in financial ratios for the few hotels that rebranded without rescaling. Hanson is an associate professor at New York University, while Mattila and O'Neill are faculty members at Pennsylvania State University, where Kim is a doctoral candidate.
The Cornell Hospitality Quarterly is available by electronic or paper subscription through Sage Publishing, which also makes individual articles available for download or page view at http://cqx.sagepub.com/ .
About the Cornell Hospitality Quarterly
The Cornell Hospitality Quarterly (CQ) editorial content is broad and publishes research in all business disciplines that contribute to management practice in the hospitality and tourism industries. The objective of the CQ is to help all those involved or interested in the hospitality industry to keep up-to-date on the latest research findings and theory development in order to improve business practices and stay informed of successful strategies.
About The Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the center's 77 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The center also publishes the award-winning hospitality journal, the Cornell Hospitality Quarterly. To learn more about the center and its projects, visit http://www.chr.cornell.edu .
Center Senior Partners: American Airlines Admirals Club, General Growth Properties, Inc., job.travel, McDonald's USA, Philips Hospitality, Southern Wine and Spirits of America, Inc., Taj Hotels Resorts and Palaces, and TIG Global
Center Partners: AIG Global Real Estate Investment, Davis & Gilbert LLP, Deloitte & Touche USA LLP, Denihan Hospitality Group, eCornell & Executive Education, Expedia, Inc., Four Seasons Hotels and Resorts, Fox Rothschild LLP, FX Real Estate and Entertainment, Inc., HVS, InterContinental Hotels Group, Jumeirah Group, LRP Publications, Marriott International, Inc., Marsh's Hospitality Practice, Mobil Travel Guide, Inc., PricewaterhouseCoopers, Proskauer Rose LLP, SAS, Smith Travel Research, SynXis (a Sabre Holdings Corporation), Thayer Lodging Group, Thompson Hotels, Travelport, WATG, and WhiteSand Consulting
Center Friends: 4Hoteliers.com • American Tescor, LLC • Argyle Executive Forum • Caribbean Hotel and Restaurant Buyers Guide • Cody Kramer Imports • Cruise Industry News • DK Shifflet & Associates • ehotelier.com • EyeforTravel • Gerencia de Hoteles & Restaurantes • Global Hospitality Resources • Hospitality Financial and Technology Professionals (HFTP) • hospitalityInside.com • hospitalitynet.org • Hospitality Technology Magazine • Hotel Asia Pacific • Hotel China • HotelExecutive.com • Hotel Interactive • Hotel Resource • HotelWorld Network • International CHRIE • International Hotel Conference • International Society of Hospitality Consultants (ISHC) • iPerceptions • Lodging Hospitality • Lodging Magazine • Milestone Internet Marketing • MindFolio • Parasol • PhoCusWright, Inc. • PKF Hospitality Research • The Resort Trades • RealShare Hotel Investment & Finance Summit • Resort+Recreation Magazine • RestaurantEdge.com • Shibata Publishing Co. • Synovate • The Lodging Conference • TravelCLICK • UniFocus • WageWatch, Inc. • WIWIH.COM
# # #