Cornell study finds diverse approaches to serving customers

Ithaca, NY--Using 25 vignettes, a Cornell study of hospitality innovators finds that both new and established hospitality companies are applying novel approaches and unconventional thinking to serve the ever changing needs of hospitality guests. The study, "Cases in Innovative Practices in Hospitality and Related Services, Set 4," which provides brief, focused descriptions of each innovation, is available at no charge from the Cornell Center for Hospitality Research at http://www.hotelschool.cornell.edu/research/chr/pubs/reports/2010.html. 

Authors Cathy Enz, Kate Walsh, Rohit Verma, Sheryl Kimes, and Judy Siguaw have identified key aspects of the hospitality innovations. Many are based on new technology, but others are simply a new way of addressing the industry's age-old challenges, including how to attract and retain employees, how to meet customers' needs, and how to stand out in a crowded field. Enz, Verma, Walsh, and Kimes are on the faculty of the Cornell School of Hotel Administration, and Siguaw is dean of the College of Human Ecology at East Carolina University.

The authors write: "Our overall project goal was to identify individual managers or organizations that have developed highly effective and profitable products, processes, services, ideas, business models, or practices that represent innovations to the industry."

This set includes descriptions of the following innovators: Abrona, Chick-fil-A, CitizenM, Cheesecake Factory, Dans Le Noir?, Founding Fathers, Harrah's, Heart Attack Grill, Hilton Garden, Hilton International, InterContinental, L'Ouest Express, Marriott International, MiWorld, Pixel Hotel, POSH, Praq, Qbic, Restaurant Freud, re:vive, Shangri-La, Southwest Airlines, Ubuntu, W Hotels, Wendy's International, and Wyndham Hotels.

Meet and interact with Cathy Enz and Sheryl Kimes when they present sessions during the Cornell Hospitality Research Summit (CHRS): http://www.hotelschool.cornell.edu/research/chr/events/chrs/.