WVU HIT Lab (Hospitality Innovation and Technology)

The HIT Lab evaluates new and emerging technologies, conducts testing of various software applications and devices, and engage in hospitality-focused research projects for both academia and the industry.


The HIT Lab develops, tests, and evaluates new and emerging information technologies and conducts research, training, and development for students and the workforce in the hospitality industry. The lab features state-of-the-art interactive technological tools and devices, such as Internet of Things (IoTs), Augmented Reality (AR), and Virtual Reality (VR) devices, and users are able to access several kinds of hospitality software and applications. Additionally, cutting-edge analytical tools and statistical software are available for students to collect, analyze, and review data in the hospitality industry.  The customers of the HIT lab are students, faculty, and industry professionals. 

The HIT Lab is led by Dr. Ajay Aluri, an internationally recognized scholar, speaker and thought leader in the fields of hospitality innovation and technology and an Associate Professor in the Hospitality program at the WVU John Chambers College of Business and Economics.

Services Provided

Economic and Site Development

  • Economic Forecast
  • Economic Development (Specialty)

Business Planning

  • Diversification (Specialty)
  • Business Plan Consulting (Specialty)
  • Feasibility Studies (Specialty)
  • Demographic and Census Data (Specialty)
  • Forming a Business
  • Identification and Research of Foreign Markets (Specialty)
  • Market Plan Development
  • Market Research (Specialty)

Human Resources, Workforce and Talent

  • Leadership/Professional Development (Specialty)
  • Workforce Training (Specialty)

Internship Programs and Student Services

  • Internship Program (Specialty)
  • Student Marketing Projects (Specialty)
  • Student Research Projects (Specialty)
  • Youth Entrepreneurship Education (Specialty)
  • Student Placement (Specialty)
  • Student Training (Specialty)
  • Business Degree Program (Specialty)

Libraries and Research

  • Business Research Resources (Specialty)
  • Demographic/Census Data (Specialty)
  • Industry Data (Specialty)
  • Company Data/Prospect Lists
  • Lifestyle and Psychographic Data (Specialty)

Management Issues

  • Leadership/Professional Development (Specialty)

Manufacturing, High Tech, Life Sciences Development

  • High Tech Development (Specialty)
  • Technology Transfer
  • Augmented / Virtual Reality and Holographics (Specialty)
  • 3D Printing

Marketing and Sales

  • Competitive Analysis (Specialty)
  • Demographics/Census Data (Specialty)
  • E-Commerce/Internet Marketing (Specialty)
  • Feasibility Studies
  • Identification/Research of Foreign Markets
  • Market Plan Development and Training
  • Market Research (Specialty)
  • Student Marketing Projects (Specialty)
  • Website Development (Specialty)


  • Formal Mentoring Programs
  • One-on-One Counseling (Specialty)
  • Peer Mentoring (Specialty)

Networking and Associations

  • Demographically Based (Specialty)
  • Geographically Based (Specialty)
  • Industry Specific (Specialty)
  • Small Business/General (Specialty)

Nonprofit and Social Enterprise

  • Entrepreneurship Services (Specialty)


  • Coworking
  • Lab Space (Specialty)

Product Development

  • Product Design and Development
  • Prototype Development
  • R&D Support

Starting a Business

  • Business Research Resources (Specialty)
  • Feasibility Studies (Specialty)
  • Startup Business Counseling
  • Startup Classes

Technical Assistance

  • Design Services
  • Virtual Consulting and Online Services (Specialty)
  • Technology Transfer
  • Website Development (Specialty)


  • Online Courses and Videos (Specialty)
  • Business Management Training (Specialty)
  • Business Plan Training and Assistance
  • E-Commerce/Internet Marketing (Specialty)
  • Home-Based Business Training
  • Marketing Plan Training
  • Startup Classes (Specialty)
  • Social Media (Specialty)

Accelerators and Incubators

  • Accelerator (Specialty)
  • Incubator
  • Maker Space

Events and Community Building

  • Hackathon / Startup Week or Weekends (Specialty)
  • Pitch Events
Contact Information
AJ Aluri
1601 University Ave
PO Box 6025
Morgantown, WV 26508