Cornell partners
with UniFocus to answer key questions
facing the hospitality
industry
Hoteliers
and hospitality managers will soon gain
new insight on the hospitality consumer
through a strategic alliance between two
research leaders. Cornell
Universityâs Center for Hospitality
Research (CHR) has joined forces with
UniFocus, a leading provider of research
and consulting services for the
hospitality industry, to give researchers
access to a wealth of UniFocus data on
consumer behavior in the travel
industry.
ãResearchers
can use these unique databases to explore
a variety of key issues facing the
industry,ä said Hotel School
Professor Gary Thompson, executive
director of CHR. ãIt furthers one
of our core objectives, which is to help
the industry gain new knowledge on
consumer behavior in
hospitality.äÊ
UniFocus
Hospitality Loyalty Management program
includes guest, meeting planner, and
employee attitude studies, coupled with
labor and financial management systems.
Each year UniFocus conducts 3.5 million
guest surveys, 250,000 employee surveys,
and hundreds of property assessments and
implementations. These programs are
supported by professional services that
deliver performance assessments,
organizational reengineering consulting,
and training and
development.Ê
ãWe
are very excited about our new association
with Cornellâs Center for
Hospitality Research,ä said Mark
Heymann, chief executive officer,
UniFocus. ãOur broad array of
experience enables us to offer
unparalleled property and company
performance comparative analysis. Teaming
our data resources with Cornellâs
research faculty to study critical issues
facing the industry is a win-win for
hospitality managers.
THE
"TALE OF TWO CITIES" IN HOTEL
VALUATION
Other real estate
"rules of the road": look under cap-rate
rocks; watch out for unexpected
motivations
John B.
(Jack) Corgel, Ph.D.
A new
report from the Cornell Center for
Hospitality Research presents eight "rules
of the road" for hotel
developers&emdash;but sometimes the road
takes an unexpected turn. For example, the
connection between hotel gross operating
profits (or losses) and property values is
not as solid as investors or property
managers might think.
In the
report "Eight Rules for Competing in Hotel
Real Estate Markets," Professor John B.
(Jack) Corgel compiles and analyzes the
results of several studies using his own
research, as well as other studies and
data collected by such firms as Smith
Travel Research, Torto Wheaton, and PKF
Consulting. The report is available at no
charge from
http://www.hotelschool.cornell.edu/chr/research/centerreports.html.
"In
comparing the changes in ADR and occupancy
to changes in property valuation, I came
up with the "tale of two cities" concept,"
Corgel said. "ADR and occupancy are not
always concurrently related to real estate
values, because interest rates and other
capital market forces also factor into
valuation."
With
regard to overbuilding, Corgel presents a
detailed examination of the hotel
industry's construction cycle. He notes
that it has been nearly 20 years since the
industry has experienced the abnormal
supply growth that harkens back to the
1980s. Moreover, when demand began to
weaken in 2000, Corgel points out that the
supply side of the commercial real estate
markets remained disciplined, rather than
succumb to the temptation of
overbuilding.
"My report
benefits greatly from the fact that we now
have systematic data that document the
hotel markets' behavior through more than
one complete market cycle," said Corgel,
who is the Robert C. Baker Professor of
Real Estate Management at the Cornell
Hotel School. "Additionally, we have firm
statistics showing how the market reacted
through the wide variety of environmental
conditions of the past 15
years."
Here are
some other "rules of the road." Industry
practitioners and observers are familiar
with the fact that the hotel industry is
cyclical and that those cycles are subject
to various types of time lags. However,
Corgel warns that the lags don't always
operate as advertised. Another "rule" is
to look under the rocks covering hotel cap
rates, because they can move quickly and
without warning. An unexpected "rule" is
that the use of floating interest rates
are more appropriate for hotel projects
than many borrowers might
think.
"Here's
one last 'rule' that you must never
forget," Corgel warns. "People can mess
things up! When it comes to hotel property
valuation, you always have to look at the
motivations of individual buyers and
sellers, because any pair of buyers and
sellers can overprice or underprice assets
according to their own
perceptions."
CORNELL'S CENTER
FOR HOSPITALITY RESEARCH ADDS THREE
CORPORATE MEMBERS
The Center
for Hospitality Research at the Cornell
Hotel School has formed partnerships with
three organizations, furthering its
mission to shape the global knowledge base
in hospitality management. Joining the
Center as corporate friends are KPMG
Japan-Global Management Directions, The
Resort Trades and Wage Watch.
Global
Management Directions, a member firm of
KPMG International's Hospitality and
Leisure Group, is the premier provider of
business advisory services to the
hospitality industry in Japan. The Resort
Trades, a publication of Wilson
Publications and The Trades Publishing
Company, reports on the timeshare and
vacation club industry. WageWatch, Inc. is
the leading provider of web-based
compensation surveys for the hospitality
industry.
"With
these agreements the Center continues to
broaden its reach into markets around the
world," said Gary Thompson, executive
director of the Center, which now has 43
corporate affiliates. "Each alliance
gives us new perspectives on the key
issues facing the industry. As we broaden
our network, we are better able to focus
our work on the most timely and relevant
topics."
In
addition to being a corporate friend of
the Center, Wage Watch is also providing
data that will be used in Center projects
focus on compensation issues. Wage Watch
conducts local wage and benefit surveys in
55 markets in the United States and Canada
. Its web-based compensation and benefits
surveys assure subscribers of the most
current and accurate wage, salary, and
benefit data for the hospitality
industry.
"WageWatch
is very pleased to be a partner of the
Cornell Center for Hospitality Research,"
said Randy Pullen of Wage Watch. "Our
comprehensive hotel and timeshare
compensation database, along with
Cornell's tremendous research capability,
should greatly benefit hospitality human
resource professionals."
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
43 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 Hotel and Restaurant
Administration Quarterly. To learn more
about CHR and its projects, visit
http://www.thecenterforhospitalityresearch.org/.
CHR
Partners and sponsors: AIG Global Real
Estate Investment Corp., Bartech Systems
International, Cendant Corporation, Four
Seasons Hotels and Resorts, HVS
International, JohnsonDiversey, Inc.,
Kohinoor Group, Marsh's Hospitality
Practice, Nestlé, Smith Travel
Research, Southern Wine and Spirits of New
York, Taj Hotels Resorts and Palaces,
Thayer Group of Companies, Willowbend Golf
Management, and Wyndham
International.
CHR
friends: ARAMARK DK Shifflet
& Associates ehotelier.com
Gerencia de Hoteles &
Restaurantes Global Hospitality
Resources Hospitality World
hospitalitynet.org Hotel Asia
Pacific Hotel China
Hospitality Initiatives India Hotel
Interactive Hotel Resource
International CHRIE International
Hotel and Restaurant Association
KPMG Japan/Global Management Directions
Lodging Hospitality Lodging
Magazine Mobile MoneySaver
National Hotel Executive Magazine
PKF Hospitality Research
Resort+Recreation The Resort Trades
RestaurantEdge.com Shibata
Publishing Co. The Lodging
Conference TravelCLICK
UniFocus WageWatch, Inc.
WiredHotelier.com
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