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

Accelerators and Incubators

  • Accelerator
  • Incubator
  • Maker Space

Business Planning

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

Economic and Site Development

  • Economic Development
  • Economic Forecast

Events and Community Building

  • Hackathon / Startup Week or Weekends
  • Pitch Events

Human Resources, Workforce and Talent

  • Leadership/Professional Development
  • Workforce Training

Internship Programs and Student Services

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

Libraries and Research

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

Management Issues

  • Leadership/Professional Development

Manufacturing, High Tech, Life Sciences Development

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

Marketing and Sales

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


  • Formal Mentoring Programs
  • One-on-One Counseling
  • Peer Mentoring

Networking and Associations

  • Demographically Based
  • Geographically Based
  • Industry Specific
  • Small Business/General

Nonprofit and Social Enterprise

  • Entrepreneurship Services

Product Development

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


  • Coworking
  • Lab Space

Starting a Business

  • Business Research Resources
  • Feasibility Studies
  • Startup Business Counseling
  • Startup Classes

Technical Assistance

  • Design Services
  • Technology Transfer
  • Virtual Consulting and Online Services
  • Website Development


  • Business Management Training
  • Business Plan Training and Assistance
  • E-Commerce/Internet Marketing
  • Home-Based Business Training
  • Marketing Plan Training
  • Online Courses and Videos
  • Social Media
  • Startup Classes
Primary Contact
AJ Aluri
1601 University Ave
PO Box 6025
Morgantown, WV 26508