NEWS Topic of ThE moNTh markETiNg oN-liNE pulS Spa
Vip iNTErViEW rEporT coNcEpT & DESigN TEchNology & EquipmENT
viP intErviEW
Cornell Centre for Hospitality Research
Fundamental tasks, challenges and mission
of the Cornell Center for Hospitality Research
An interview with its Director, Rohit Verma, by Tomasz Janczak.
First of all, congratulations on your hospitality industry, and was in fact found- related service industries, and their supply
promotion to the position of Executive Di- ed in 1922 at the request of industry leaders. chain partners.
rector at Cornell Center for Hospitality Re- During the early 1990s, industry leaders and c) Furthermore, several of CHR’s indus-
search. How were your first few weeks in this school alumni sought to develop an even try affiliates have significant international
new role? I trust they were comfortable? more active mechanism to facilitate col- presence.
Thank you very much. I am excited to laboration between industry leaders, the It is fairly easy to research the industry
have the chance to lead the Cornell Center SHA faculty, and students. As a result, CHR when business goes well, but how did you
for Hospitality Research (CHR). Through CHR was founded in 1992 as the nexus between find yourselves during the recent financial
we have the opportunity to interact with in- the Cornell School of Hotel Administration crisis, which also affected hospitality? Did
dustry partners around the world. The cent- and the hospitality industry. The mission of you try to help the industry, and support it?
er coordinates research for large number CHR is to conduct unbiased, forward-think- If so, how?
of researchers, and organises a number of ing research and create knowledge for the As mentioned earlier, CHR’s role is
events throughout the year with the help betterment of the industry. Furthermore, the to provide unbiased, forward-thinking re-
of a small but highly dedicated staff. I am mission of CHR included that all its research search to the industry. So during both times
looking forward to working closely with eve- be freely released to the industry. of prosperity and of crisis our researchers
ryone. It is a great honor to be appointed in We still follow the original mission of CHR, conduct relevant and important research
this role for the next three years. but operationally a few things have improved: that the industry requires. For example, we
Can you tell us what the reason a) The Internet has allowed CHR to dissemi- have recently initiated several new projects
was for founding the Center, and if its role nate its research quickly and more widely based on current conditions. They include:
changes with time? How does it evaluate by publishing online. The role of pricing and discounting; best
photo: Chr
the industry? b) CHR now has many more partners who practices related to safety and security in
As you may know, The School of Ho- are corporate associates compared to a hotels; financial and operational impact based service innovations in hotels and
tel Administration (SHA) at Cornell University decade ago. CHR industry affiliates repre- of sustainability practices; the role of pri- restaurants; best practices in hospitality in-
has always been closely associated with the sent a much wider mix of hospitality and vate equity in hotel financing; technology- novation; social media and its role in mar-
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