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NEW HOSPITALITY RESEARCH
Temporal Orientation and Customer Loyalty Programs

by Flavia Hendler, Kathy LaTour, & June Cotte

"We find the customers’ temporal orientation influences the type of relationship as well as the type of benefits sought in the loyalty program. Our research offers managerially practical insights for identifying customers more likely to engage in co-production of a long-term loyalty relationship as well as for creating communication strategies that are likely to interest and provoke different temporal mindsets."

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Search engine consumer journeys: Exploring and segmenting click-through behaviors

by Ming Cheng & Chris Anderson

"The consumer search and click-through insights garnered from this study provide hotel marketers with deeper understandings and actionable guidelines to the development of their search advertising campaign and (re)targeting strategies. The segmentation model and the empirical insights also demonstrate the possibility that a segment-specific ad assortment approach could improve advertising efficiency, enrich consumer’s search experience, and eventually create a win-win situation that benefit all entities involved in the hospitality-related, search advertising domain."

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WOMEN IN HOSPITALITY LEADERSHIP
Alumna interview: Gilda Perez-Alvarado '02, Part I

by Emily Goldfischer '92, Founder of Hertelier

"This past year has been transformational for everyone, but particularly so for Gilda Perez-Alvarado. Not only was she promoted to the role of Global CEO, Hotels & Hospitality, for real estate giant JLL, she also became a mother for the first time at age 39. Each are incredible achievements on their own, but put them together, throw in a pandemic…and the plot really thickens. 


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IMPACTFUL EVENTS
In this webinar, a panel of experts will explore the legal risks associated with requiring — and not requiring — vaccination. The panel, which includes a management-side attorney, a plaintiffs’ attorney, a union president, and an HR professional, will specifically examine the different laws that could be invoked to contest vaccine requirements as well as the laws that would potentially make employers liable for not vaccinating. They will also discuss the non-legal but operational effects of choosing to require or to not require vaccination. 

Brought to you by the Cornell Center for Innovative Hospitality Labor and Employment Relations.
Register Here
The Cornell Hospitality Business Plan Competition provides an experiential learning opportunity to rising entrepreneurs looking to make their mark on the hospitality industry. The competition kicks off at the start of the academic year and culminates in the spring with the submission of final business plans and group presentations. Cash prizes over $35,000 are awarded to the top three teams.
Watch Here
INDUSTRY REPORTS, TRENDS, & NEWS
Revenue Management
>> Shifting the mindset from “Why this happened?” to “How can we make this happen?” (ZS) featuring Kelly McGuire
>> Under the sheets – optimize your hotel to maximize revenue (PhocusWire)

Hotel Outlook
>> GMs clean rooms and operators cook as hotels struggle to rehire workers (Travel Weekly) featuring Professor David Sherwyn
>> Listen: Hotels are coming back, but are staff? (The Folo by Travel Weekly) featuring Professor David Sherwyn
>> Hotel construction down around the world, except in Europe (STR)

Loyalty
>> Skift Loyalty and Subscription Summit video: What engagement tells us about loyalty (Skift) featuring Professor Christopher Anderson

Food & Beverage
>> DoorDash offers lower-fee service to restaurants (Marketplace) featuring Professor Alex Susskind
 
LODGING SECTOR METRICS
U.S. hotel occupancy came in flat during the week of April 18-24. Overall industry occupancy will likely remain plateaued until the summer leisure travel boom, but there has been noticeable uptick in weekday occupancy, which is indicative of increased business travel. 
National average daily rate rose slightly from the previous week, and rates are nearing the 2019 comparables at the bottom and very top of the market.
Search and booking volume are both indexed to January 2, 2020 (pre-pandemic). The two lines diverge with searches increasing at a faster rate indicating uncertainty and a hesitancy to book. Since the beginning of 2021, the gap between search and booking has stabilized at 20 points. We expect that as the recovery continues to gain momentum the gap will narrow. For more information, click here

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School of Hotel Administration, Cornell University
Centers & Institutes
149 Statler Hall
Ithaca, NY 14853

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