The Cornell School of Hotel Administration on Hospitality

Foreword xi
Michael D. Johnson

Chapter 1 Four Paths to Success in the Hospitality Industry 1
Michael C. Sturman, Jack B. Corgel, and Rohit Verma

Chapter 2 The Essence of Hospitality and Service 5
Giuseppe Pezzotti

Part I Success in Your Hospitality Career

Chapter 3 Preparing for a Successful Career in the Hospitality Industry 21
Kate Walsh, Michael C. Sturman, and Bill Carroll

Chapter 4 The Listening Fast Track 37
Judi Brownell

Chapter 5 Developing and Managing Your Multinational Career 52
Jan Katz

Chapter 6 Becoming a Leader in the Hospitality Industry 65
Timothy Hinkin

Part II Success Through Operations and Service Excellence

Chapter 7 Understanding and Predicting Customer Choices 83
Rohit Verma

Chapter 8 Guiding the Guest Experience 97
HaeEun Helen Chun

Chapter 9 Harnessing the Power of Your Culture for Outstanding Service 111
Robert Ford and Michael C. Sturman

Chapter 10 A Scientific Approach to Managing Hospitality Operations 127
Gary M. Thompson

Chapter 11 Motivating Your Staff to Provide Outstanding Service 142
Michael C. Sturman and Robert Ford

Chapter 12 How to Build Service Quality into Your Operation 159
Alex M. Susskind

Chapter 13 Demand Management 174
Bill Carroll

Chapter 14 Revenue Management for Enhanced Profitability: An Introduction for Hotel Owners and Asset Managers 192
Chris Anderson and Sheryl Kimes

Chapter 15 Competing Successfully with Other Hotels: The Role of Strategy 207
Cathy A. Enz

Chapter 16 Focus on Finance: Aiming for Restaurant Success 227
Alex M. Susskind and Rupert Spies

Part III Success as a Real Estate and Business Owner

Chapter 17 Hospitality Property Ownership: Where You Fit in 247
Jack B. Corgel, Robert Mandelbaum, and R. Mark Woodworth

Chapter 18 Hospitality Properties: How Much to Pay if You’re Buying; How Much to Ask if You’re Selling 270
Jack B. Corgel

Chapter 19 Gaining Maximum Benefit from Franchise Agreements, Management Contracts, and Leases 293
Jan A. deRoos

Chapter 20 Developing and Renovating Hospitality Properties 309
Jack B. Corgel, Jan A. deRoos, and Kevin Fitzpatrick

Chapter 21 Planning and Programming a Hotel 321
Jan A. deRoos

Chapter 22 Measuring Hotel Risk and Financing 333
Peng Liu and Daniel Quan

Part IV Success Through Managerial Excellence

Chapter 23 Segmenting and Targeting Your Market: Strategies and Limitations 353
Michael Lynn

Chapter 24 New Media: Connecting with Guests throughout the Travel Experience 370
Lisa Klein Pearo and Bill Carroll

Chapter 25 Building and Managing Your Brand 388
Robert J. Kwortnik

Chapter 26 Hotel Revenue Management in an Economic Downturn 405
Sheryl Kimes and Chris Anderson

Chapter 27 Addressing Employee Lawsuits 417
David Sherwyn and Paul E. Wagner

Chapter 28 Coordinating Information and Controlling Costs 430
Gordon Potter

Chapter 29 Making the Most of Your Human Capital 444
J. Bruce Tracey and Sean A. Way

Chapter 30 You Can’t Move All Your Hotels to Mexico: Unions and the Hospitality Industry 455
David Sherwyn and Paul E. Wagner

Chapter 31 The Integrity Dividend in Hospitality Leadership 469
Tony Simons

Final Thoughts

Chapter 32 Afterword: Where Do You Go from Here? 483
Michael C. Sturman, Jack B. Corgel, and Rohit Verma

Index 487