"We're all about connecting theory to practice," said Michael Johnson, dean-elect of Cornell University's School of Hotel Administration.

Giving a talk on marketing effectively in a service economy April 8 in Statler Hall's Beck Center, he described the Hotel School as "an applied business school that focuses on the hospitality industry" and praised the school for being true to its vision and mission. The talk was part of the Hotel School's 81st annual Hotel Ezra Cornell (HEC).

HEC, which is attended by leading hospitality executives from around the world, many of them graduates of the Hotel School, is produced by current students, who manage every aspect, from timely educational panels to banquets with mouth-watering menus.

Trends in travel, the topic of the April 7 kickoff panel in Alice Statler Auditorium, featured observations from experts on what people are looking for in a vacation today.

"People want individualized, unique, memorable and adventurous travel," said Barbara Talbott, executive vice president for marketing at the Four Seasons Hotels, who moderated the panel. "There's a push toward exoticism. We're seeing more travel to Asia, China and Latin America and safari-type trips everywhere."

But panelist Nancy Novogrod, editor in chief of American Express Publishing, which publishes Travel & Leisure magazine, said that most vacationers are looking for hotels that are havens and offer genuine, from-the-heart hospitality. "They want to feel protected and respected and really welcomed, to feel like they matter -- but not be bugged too much," said Novogrod.

Another prominent trend has been the rise in spas at hotels, so guests can "relax and be pampered to counteract our stressed life," said Maria Puetz-Willems, editor in chief of HospitalityInside.com.

Spas have become ubiquitous, added panelist Christina Binkley, travel and tourism writer at The Wall Street Journal. "There's even a spa at a new cancer institute in Nevada so patients can relax while they're getting chemotherapy treatments."

But the growth in spas at hotel properties has been so explosive -- particularly in Asia -- that quality control has suffered, the panelists agreed. "It's possible to have a bad spa experience at a good hotel," said Binkley.

Family travel is changing as well, fueled by the growth in blended families and by couples who get accustomed to more sophisticated, adventuresome vacations before they have children, then later want to take their families along, said Talbott.

"It's a great way to be together in a different environment," said Novogrod. Even though travel can sometimes be difficult, she added, "it's worth it because it opens your eyes. The world would be a better place if more people traveled. There wouldn't be the hatred."

Also among the weekend's array of events were presentations on student and faculty research and a series of spectacular, student-prepared meals, including a dinner April 8 honoring the Hotel School's new alliance with the Culinary Institute of America.

Hotel School alumna Deniz Omurgonulsen '00, director of membership development at Leading Hotels of the World, said: "It's refreshing to see how the students outdo themselves every year. The education events keep getting more interesting, and the profile of the speakers gets better and better."

Nicole Lingos '94, director of marketing services at Leading Hotels of the World, said: "I'm very impressed. I got a lot of good information at presentations on spas and on real estate."

Benita Staadecker, the wife of Hotel School alumnus Charles Staadecker '71 and mother of two current Hotel School students, Tess '07 and Ben '08, said: "The personal concierge is a great extra touch. [Our student concierge] brought us up to our room and made sure everything was right."

And Hotel School alumnus Ted Teng '79, who is executive in residence at the Hotel School this semester, said: "The energy from the students is wonderful. That's what energizes me."