Dr. Kelly Semrad, class of 2010 Ph.D. in Hospitality Education, was selected as the winner of the Rosen College of Hospitality Management’s Outstanding Dissertation Award, 2010-2011.Β  Her research, entitled β€œDiscounting: An empirical justification for its value in the lodging industry,” is unique in that the topic has not been addressed by researchers.

β€œThe study is among the first to empirically assess the relationship between discounting and performance in a lodging industry context,” explains Semrad. Β β€œIt provides a theoretical framework that is practical in its application to assist practitioners.”

Semrad developed a model constructed on lodging managers’ daily operational needs to maximize and increase revenues through the sale of the firm’s core product — rooms. Her research provides managers with a rational “how to” set room prices as opposed to “what they should not do” regarding the use of discounting as a pricing strategy.

Semrad’s dissertation committee included Dr. Croes (chair), Dr. Parsa, Dr. Wang, Dr. Robinson and Dr. Kline.

Dr. Croes shares, β€œThe value to the lodging industry [in Kelly’s research] is real in that hotels’ rooms departments are the primary revenue producers for the firms.Β  Without the sale of room nights, a hotel firm would collapse.”  Croes heralds Semrad’s research as the first empirical manuscript that evaluates the most commonly used pricing strategy in the industry — discounting.

Semrad is now an assistant professor with the University of Florida’s Department of Tourism, Recreation and Sport Management.Β  Β She teaches Intro to Hospitality & Tourism Management, Hospitality Management, and Event Management & meeting Planning.

β€œThe required research, teaching, and service [in my current position] is a near extenuation of that required at Rosen,” says Semrad. Β β€œThat is certainly a credit to my major advisor, Dr. Robertico Croes, my committee, and Rosen College,” says Semrad.