This document contains a summary of publications, conferences, seminars, and other work by Sonja Holverson, a professor of marketing at Ecole hôtelière de Lausanne in Switzerland. It lists over 20 publications in academic journals and industry publications from 2003 to 2011 on topics related to branding, independent hotels, lifestyle hotels, and trends in the hospitality industry. It also outlines several conferences and industry seminars conducted between 2003 and 2010 on branding and other strategic topics for hotel companies.

1. Sonja Holverson
Professeur de Marketing
Département Learning
Ecole hôtelière de Lausanne | www.ehl.ch
Le Chalet-à-Gobet | Case postale 37 | 1000 Lausanne 25 | Suisse
Tél. +41 21 785 14 59 | Fax +41 21 785 11 21
PUBLICATIONS:
Holverson, S. (2011, January). What time does the future start? Whatever you do, do not be
late for the FUTURE FORUM 2011. EHLITE Magazine. (31). 38-40.
http://publications.ehl.edu/ehlitemagazine/book.php?id=32
Holverson, S. (2010, September). Henry H. Harteveldt; an interview with the mind of the
travel and hospitality industry. EHLITE Magazine. (30). 41-45.
http://publications.ehl.edu/ehlitemagazine/book.php?id=31
Holverson, S. (2010, June 24). Dream holidays that become nightmares before your customers
leave home. eTurboNews, Global Travel Industry News.
http://www.eturbonews.com/16901/dream-holidays-become-nightmares-your-customers-
leave-home and Tourism Executive http://www.tourismexecutives.com
Holverson, S., Kokaz, K., Mungall, A. (2010, March). The strategic importance of affiliation
with lifestyle consortia for small and medium-sized independent hotels. HES SO, Haute
Ecole Spécialisée de Suisse occidentale Rapport Scientifique.
http://publications.ehl.edu/eng/Recherche/Rapports-pour-l-industrie/Lifestyle-Consortia
Holverson, S. (2010). Lifestyle Hotels. In A. Pizam (Ed.), International Encyclopedia of
Hospitality Management (2nd edition) (pp. 403-407). Oxford: Butterworth-Heinemann
Holverson, S. (2010). Soft Branding. In A. Pizam (Ed.), International Encyclopedia of
Hospitality Management (2nd edition) (pp. 615-616). Oxford: Butterworth-Heinemann
Holverson, S. (2009, July). Dream holidays that become nightmares before your customers leave
home. EHLITE Magazine. (26). 20-23.
http://publications.ehl.edu/ehlitemagazine/book.php?id=27
Holverson, S. & Kokaz, K. (2008). How can independent hotels benefit from changing
lifestyles? EHLITE Magazine. (22). 32-34. http://publications.ehl.edu/eng/EHLITE-
Magazine
Holverson, S., Kokaz, K. & Mungall, A. (October 2008). Analysis of how lifestyle small and
medium sized hotels can benefit from lifestyle hotel consortia membership. In Proceedings
of 2008 EuroCHRIE Conference, Dubai, UAE.
Holverson, S. & Pergola, J. (2008, May). Best of EHLITE Magazine: Labels On Lodging: Will
Marriages between Fashion Designers and Hoteliers Succeed? EHLITE Magazine. (20). 37-
39. http://publications.ehl.edu/eng/EHLITE-Magazine
Holverson, S. (2008). Soft Branding. In A. Pizam & J. Holcomb (Eds.). International Dictionary
of Hospitality Management. Amsterdam: Elsevier. 258.
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2. Holverson, S. & Pergola, J. (2007, June). Labels On Lodging: Will Marriages between Fashion
Designers and Hoteliers Succeed? EHLITE Magazine. (17). 24-25.
http://publications.ehl.edu/eng/EHLITE-Magazine
Holverson, S. (2006, September). 11 Cs: critical success factors of branding to look for in hotel
franchisors. EHLITE Magazine. (14). 18-20. http://publications.ehl.edu/eng/EHLITE-
Magazine
Holverson, S. & Revaz, F. (2006, July 21). Perceptions of European Independent Hoteliers: hard
and Soft Branding Choices. International Journal of Contemporary Hospitality
Management, 18(5). http://www.emeraldinsight.com/10.1108/09596110610673538
Holverson, S. (2006, May 5). I Want it My Way: Growing Individualism in the Leisure Travel
Market. Hotel Executive. http://www.hotelexecutive.com/bus_rev/pub/002/250.asp
Holverson, S. (2006, March). Holidays for the Forgetful and the Forgotten. EHLITE. (12). 24-
25. http://publications.ehl.edu/eng/EHLITE-Magazine
Holverson, S. (2005). Soft Branding. In A. Pizam (Ed.), International Encyclopedia of
Hospitality Management. Oxford: Elsevier. 588-589
Holverson, S. (2005, April). Alpine Trails: Swiss Made. Gallagher’s Travels.
http://www.gallagherstravels.com/international_places/Switzerland/alpinetrailsswissmade/
Holverson, S., & Revaz, F., (2004). Branding: a hotel industry imperative? Decision-making
considerations for European independent hoteliers. In H. Qu (Ed.), Proceedings of 2004
International CHRIE Conference, Philadelphia, 120-126.
Holverson, S. (2003, March). Preparing Our Future Leaders in Hospitality, EHL-FORUM, No 2
June 2003, Ecole Hôtelière de Lausanne (Switzerland) and ecofine: Integrated Knowledge,
http://www.ecofine.com/knowledge.htm
CONFERENCES:
Analysis of how lifestyle small and medium sized hotels can benefit from lifestyle hotel consortia
membership. Presented at EuroCHRIE Conference, Dubai, UAE, 13 October, 2008.
Branding: a hotel industry imperative? Decision-making considerations for European
independent hoteliers. Presented at the International CHRIE conference, Philadelphia, July
2004.
Branding For Success. Presented at The European Hospitality Forum, IGEHO, Basel,
Switzerland, 24 November 2003.
SEMINARS:
Sales and Communication for the Beijing Hospitality Institute, Seminar for general managers,
and Marketing staff. 28-30 November 2010, Xiamen, China.
Branding for the Hotel Industry, LHC Executive Education Programme, June 2006, Lausanne,
Switzerland.
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3. Branding for Small-Medium-sized Hotels, LHC Executive Education Programme, July 2005,
Lausanne, Switzerland.
Branding in the hotel industry: a strategic approach, for the Jin Jiang Hotel Group, Seminar for
general managers, 8 – 10 September 2003, Shanghai, China.
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