Cornell Hospitality Research Shares Index and Analysis on Hotel Brand Reputation in U.S. and Canada
September 26, 2018 12:34pm
Chris K. Anderson, Cornell University School of Hotel Administration
Saram Han, Cornell University School of Hotel Administration
Using monthly online reputation data from 2016 through to the first quarter of 2018, we index major hotel brands in the United States. This analysis of online reputation for branded properties yields three major conclusions: (1) the variation in reputation across brands is four times larger than the variation across chain scales; (2) online reputation is mainly a function of brand and sub brand rather than segment or hotel location; and (3) variability in reputation across hotels within a brand is greater than the variability in reputation in hotels across brands. These three points indicate the changing impact of brand upon hotel choice, considering that the variance in reputation within a brand and online reputation scores—as presented at OTAs or meta-reputation sites like TripAdvisor or Google—may outweigh the traditional quality signals provided by brands.
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Tags: brand reputation,
cornell center for hospitality research,
chris k. anderson,
Chris K. Anderson, Ph.D., is an associate professor at the Cornell School of Hotel Administration. Prior to his appointment in 2006, he was on faculty at the Ivey School of Business in London, Ontario Canada. A regular contributor to the CHR Report series, his main research focus is on revenue management and service pricing. He actively works with industry, across numerous industry types, in the application and development of RM, having worked with a variety of hotels, airlines, rental car, and tour companies, as well as numerous consumer packaged goods and financial services firms. Anderson’s research has been funded by numerous governmental agencies and industrial partners. He serves on the editorial board of the Journal of Revenue and Pricing Management and is the regional editor for the International Journal of Revenue Management. At the School of Hotel Administration, he teaches courses in revenue management and service operations management.
Saram Han, MS., is a doctoral student at the Cornell School of Hotel Administration. He received his master’s degree in survey methodology from the University of Michigan in Ann Arbor and BBA in tourism management from Kyung Hee University in Korea. His research interests focus on measuring and improving the service operation by analyzing the unstructured data. He is especially interested in how the reviews on the online travel agencies (OTAs) can help measure the intangible service qualities in the hospitality industries.
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