article_snippet: According to Chekitan S. Dev, a professor at the Cornell University School of Hotel Administration, hotels traditionally have been named after an owner or a place.
article_snippet: But more recently, Chekitan S. Dev, a professor at the Cornell University School of Hotel Administration says, "the naming process has evolved from an off-the-cuff process into something far more systematic.
article_snippet: So what's behind this influx of idiosyncratic hotel names, replete with misspellings and unexpected word usages?
article_snippet: New brands are also being dubbed with what may seem to be random nouns.
highlights_snippet: From Blu to Vib, the latest crop of hotel names features misspellings and unexpected word usage .
  
highlights_snippet: It's part of the hospitality industry's aim to target millennial psychographic and trademark their names .
  