Brand segmentation in hotels

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Cornell Hospitality Report
Brand Segmentation in the Hotel and Cruise Industries: Fact or Fiction?
by Michael Lynn, Ph.D.

Vol. 7, No 4, February 2007

Advisory Board

James C. Allen, Executive Vice President, Wines, Southern Wine and Spirits of New York Scott Berman, U.S. Advisory Leader, Hospitality and Leisure Practice, PricewaterhouseCoopers Raymond Bickson,Managing Director and Chief Executive Officer, Taj Group of Hotels, Resorts, and Palaces Scott Brodows, Chief Operating Officer, SynXis Corporation Paul Brown, President, Expedia, Inc., Partner Services Group, and President, Expedia North America Linda Canina, Ph.D., Associate Professor and Editor of Cornell Hotel and Restaurant Administration Quarterly, Cornell University Raj Chandnani, Director ofStrategic Planning, Wimberly Allison Tong & Goo Joel M. Eisemann, Executive Vice President, Owner and Franchise Services, Marriott International, Inc. Cathy A. Enz, Ph.D., Associate Dean for Industry Research and Affairs, and Louis G. Schaeneman, Jr., Professor of Innovation and Dynamic Management, Cornell University Kevin Fitzpatrick, President, AIG Global Real Estate Investment Corp. Jeffrey A.Horwitz, Co-Chair, Lodging and Gaming Practice of Proskauer Rose LLP Unmesh Joshi, Chairman and Managing Director, Kohinoor Group Jo-Anne Kruse, EVP Human Resources, Travelport Mark V. Lomanno, President, Smith Travel Research Suzanne R. Mellen, Managing Director, HVS International Shane O’Flaherty, VP of Quality Assurance, Mobil Travel Guide Leland C. Pillsbury, Chairman and CEO, The ThayerGroup of Companies Janice L. Schnabel, Managing Director, Marsh’s Hospitality Practice Judy A. Siguaw, D.B.A., Dean, Cornell-Nanyang Institute Barbara Talbott, Ph.D., EVP Marketing, Four Seasons Hotels and Resorts Elaine R. Wedral, Ph.D., President, Nestlé R&D Center and Nestlé PTC New Milford

The Robert A. and Jan M. Beck Center at Cornell University

CHR Reports, Volume 7, No. 4 (February 2007)Single copy price US$50 © 2007 Cornell University CHR Reports are produced for the benefit of the hospitality industry by The Center for Hospitality Research at Cornell University David S. Sherwyn, Academic Director Glenn Withiam, Director of Publications Jennifer Macera, Manager of Operations Center for Hospitality Research Cornell University School of Hotel Administration 537 Statler HallIthaca, NY 14853 Phone: 607-255-9780 Fax: 607-254-2292

Thank you to our generous Corporate Members Senior Partners JohnsonDiversey Southern Wine and Spirits of New York Taj Hotels Resorts Palaces Partners
AIG Global Real Estate Investment Expedia, Inc. Four Seasons Hotels and Resorts HVS International Kohinoor Group Marriott International, Inc. Marsh’s Hospitality PracticeMobil Travel Guide Nestlé PricewaterhouseCoopers Proskauer Rose LLP Smith Travel Research SynXis, a Sabre Holdings Company Thayer Group of Companies Travelport Wimberly Allison Tong & Goo

Caribbean Hotel Restaurant Buyer’s Guide • Cody Kramer Imports • Cruise Industry News • DK Shifflet & Associates • • Estrela Marketing Solutions • Fireman’s Fund • • Gerenciade Hoteles & Restaurantes • Global Hospitality Resources • Hospitality Confections • Hospitality Financial and Technological Professionals • • • Hotel Asia Pacific • Hotel China • • Hotel Interactive • Hotel Resource • International CHRIE • International Hotel and Restaurant Association • International Hotel Conference • iPerceptions •KPMG Japan/Global Management Directions • Lodging Hospitality • Lodging Magazine • PKF Hospitality Research • Resort+Recreation Magazine • The Resort Trades • • Shibata Publishing Co. • The Lodging Conference • TravelCLICK • UniFocus • WageWatch, Inc. • WIWIH.COM

Brand Segmentation in the Hotel and Cruise Industries:
Fact or Fiction?

By Michael Lynn, Ph.D.

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