This session explores how to use data and analytics to intelligently inform service facility design in order to attract new customers and remain competitive. Learn new approaches to service facility design based on data-driven insight into customer behavior, needs and preferences that will ensure an optimal return on investment. You'll learn about:

  • The data that should be collected.
  • Useful analytics for service facility design.
  • The latest research in consumer behavior that influences design decisions.


Deborah Huguely Fulmer

Deborah Huguely Fulmer, IIDA

Vice President, Architecture and Construction Product Development
Marriott International

Deborah Huguely is responsible for overseeing all product development decisions for Marriott's Select Service and Extended Stay brands including Courtyard, Fairfield Inn & Suites, Residence Inn, SpringHill Suites, and TownePlace Suites (CFRST). She also leads the creative and innovative effort behind Marriott's groundbreaking LEED Volume Program.

Before taking on the role of Vice President of Product Development, Deborah was responsible for interior design development on projects for Marriott. An NCIDQ certified interior designer and a professional member of the International Interior Design Association with 20 years of design experience, Huguely is keenly familiar with what guests seek in Marriott International's CFRST brands. She holds BS degree in Interior Design from the University of North Carolina at Greensboro. Deborah was the recipient of the Marriott Distinguished Service Award in 2000.

Diane Mayer

Diane Mayer

Vice President, Portfolio Strategy & Research
Select Service and Extended Stay Brands
Marriott International

Diane Mayer is responsible for strategic leadership of the Select and Extended Stay categories, including brand positioning, identifying new opportunities and guiding other lodging functions as they design/innovate for each brand. She has been actively involved in key projects such as the Courtyard lobby redesign, TownePlace Suites and SpringHill Suites brand and product repositionings, and new room and public space designs for Residence Inn and Fairfield Inn – leading efforts to refine these brands offerings for roll out in multiple global regions.

Diane joined Marriott in 1994 where she led the research department in its Senior Living Services division. Diane received her MBA in International Business from The George Washington University and a BS in Finance from the University of Virginia.

Stephani Robson, PhD

Senior Lecturer
Cornell School of Hotel Administration

Dr. Stephani K. A. Robson worked for several years in restaurants and retail food operations in her native Canada before attending the Cornell University School of Hotel Administration, graduating with a B.Sc. in 1988. As a professional foodservice designer, she has designed kitchen and dining facilities for restaurants, food courts, hotels, airports, hospitals, universities, and catering halls. Returning to academia, Dr. Robson earned M.S. and PhD degrees from Cornell University with research focusing on how environments affect preferences and behavior in hospitality settings. She is a specialist in restaurant design psychology, and has presented and published her research in a wide range of industry and academic forums around the world.

Kelly A. McGuire, PhD

Kelly A. McGuire, PhD

Director of Business Development for Hospitality and Gaming

McGuire has18 years of experience in the hospitality industry, both in operations and IT. Before joining SAS, McGuire consulted with Harrah's Entertainment to develop restaurant revenue management strategies for casinos in Harrah's major markets. McGuire holds a BS from Georgetown University and a Master of Management in hospitality from the Cornell School of Hotel Administration. She also has a PhD from the Cornell School of Hotel Administration, focused on nontraditional applications of revenue management.



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