Cornell Hospitality Research Shares Index and Analysis on Hotel Brand Reputation in U.S. and Canada

Chris K. Anderson, Ph.D. | September 26, 2018

Chris K. Anderson, Cornell University School of Hotel Administration Saram Han, Cornell University School of Hotel Administration Abstract Using monthly online reputation data from 2016 through to the first quarter of 2018, we index major hotel brands in the United States. This analysis of online reputation for branded properties yields three major conclusions: (1) the variation in reputation across brands is four times larger than the variation across chain scales; (2) online reputation is mainly a function of brand and sub brand rather than segment or hotel location; and (3) variability in reputation across hotels within a brand is gr...