Following the first ever Hospitality Sales & Marketing Association International (HSMAI) Foundation Global Collegiate Marketing Case Competition between elite undergraduate and graduate universities, the Foundation announces the winners, Republic Polytechnic (undergraduate) and Purdue University (graduate).

Following three years of pandemic-related travel disruptions, the competition’s “Recovery and Revival” theme focused on encouraging new perspectives on the issues, trends and opportunities that are relevant to the resurgence and development of the global hospitality industry. This prompt aimed to spur creativity and innovation among future hospitality marketing leaders across the globe.

“We are proud to recognize these schools from around the world that are advocating for careers in hospitality marketing and engaging students with the industry,” said HSMAI Foundation Executive Director Robert A. Gilbert, CHME, CHBA.

In order to determine the winners of the competition, a panel assessed the submitted work and identified the top two teams for the undergraduate track and top two teams for the graduate track. The finalist teams presented their work virtually to the HSMAI Foundation board and the selected winners in both the undergraduate and graduate competitions were awarded $2,000.
See a full list of finalists and submissions below.

Undergraduate Finalists

• Republic Polytechnic. Topic: Momentus Hotel Alexandra – New brand launch following 8-month renovation and resumption of international travel.
• University of Macau. Topic: Marriott Moxy in Mainland China – Identifying brand repositioning strategies and highlighting social space concept while seizing modern technology involvement focusing on GenZ.

Graduate Finalists

• Purdue University. Topic: Luxor by MGM – Focus on becoming Esports entertainment empire to attract younger visitors. Includes B2B and B2C strategies.
• University of Macau. Topic: Galaxy Macau – Deficiencies in language services hurt service expectations at a time when Galaxy Entertainment Group has committed MOP$28.4 billion for attracting overseas markets and non-gaming projects.

Undergraduate Submissions

• Hainan University. Topic: Haikou Marriott Hotel – After COVID-19, hotel needs innovation and positioning due to fierce competition as economy recovers.
• Purdue University. Topic: Indiana Convention Center – How to compete with two hotel competitors by marketing venue and service value.
• Purdue University. Topic: The Lodge & Spa at Brush Creek Ranch – Do luxury services and activities performance match customer expectations?
• Shandong University. Topic: Atlantis – Post pandemic view of how hotels react to challenges and use marketing and technology in recovery.
• University of Macau. Topic: Banyan Tree Macao – Brand does not reflect market, too dependent on gaming segment.
• University of Macau. Topic: Sands China – Method to attract high-quality international tourists, particularly South Korean travelers using multiple approaches including Korean entertainers and a focus on family travel.

Graduate Submissions

• Purdue University. Topic: Hilton Hawaiian Village – Employment strategies to ensure the ability to meet growing demand during and after pandemic recovery. Lengthy submission statement.
• Purdue University. Topic: Henn Na Hotel (Japan) – Why robot adoption failed from customers’ perspective, what suppliers can do about this.
• Temple University. Topic: Mandarin Oriental Go to Market Strategy – Marketing wellness programs.
• University of Houston. Topic: Blossom Hotel Houston – New market entrant is an independent local hotel seeking to maximize opportunities for growth, especially international medical tourism.
• University of Macau. Topic: Moxy Hotel Xuhui – Insufficient social atmosphere undermines brand development during fierce competition, hotels need to embrace Chinese culture and social customs to meet customer expectations and succeed.  

The goal of the Global Collegiate Case Competition is to establish a cross-institution platform for future hospitality leaders to showcase professional excellence, empower hospitality education through experiential learning and enable industry-academia collaborations to champion future hospitality leaders. The 2023 competition will expand to focus more broadly on overall commercial strategy with a call for submissions this summer.