Train the Trainer Series
Combined Workshop – STAR,
Ad-Hoc, and Destination Reports
The SHARE Center
Supporting Hotel-related Academic Research and Education
Steve Hood
Senior VP of Research, Smith Travel Research
The Mission
of the SHARE Center
• Provide thorough and timely data for
academic research
• Provide comprehensive and relevant
training materials for the classroom
• Help increase the connection between
industry and the educational community
SHARE Center “in a nutshell”
• A partnership between Smith Travel Research
and ICHRIE and beyond …
• Memberships available to schools around the
world, reports and data tailored to location of
university
• Provides training programs, sample reports,
publications, reference information, and the
ability to request user-defined reports/data
Who is Smith Travel Research?
• Recognized leader in hotel benchmarking
• Sample over 75% of total U.S. room supply
(99% of chain hotels) and nearly 50% of total
global room supply
• Provide monthly, weekly, and daily STAR
reports to over 42,000 WW hotels
• Impartial, timely, confidential, and accurate
Benchmarking 101: my hotel vs. the competition
10%
20%
15%
7%
0%
-10%
YOY Change
YOY Change
20%
10%
0%
-3%
-10%
-10%
-20%
-20%
Manager A
Manager B
A's Competitors
B's Competitors
Which manager gets the bonus?
(first in a “data vacuum”, and then with comp set data)
Who does STR serve?
• Hotel Companies and Hotels (most GM’s bonuses)
• Convention & Visitor Bureaus, Tourism and travel
organizations, Hotel associations (endorsed by AHLA)
• Developers, Consultants, Appraisers (most bank loans)
• Wall Street/Accounting firms, Financial institutions
• Media (Wall St Journal, USA Today, …)
• National & international hotel conferences (keynotes)
• Hotel vendors (HBO, Sealy, Starbucks, …)
• Educators (schools around the world)
• Government (GSA, FEMA, BLS, DOE/HS, NPS, Commerce, …)
Main customers are hotel companies, enabling us to serve
many third parties including universities
A Little History of STR
• 1985 – founded, started collecting hotel attribute info
• 1987 – started collecting monthly sales data
• 1992 – started collecting data outside US, NA then WW
• 1999 – started collecting daily data
• 2008 – launched STR Global (offices in London, Singapore,
Tokyo, Beijing, Dubai, Australia, Italy, Brazil, …)
• 2008 – launched Hotel News Now – free electronic news
service, great for current events (offices in Cleveland)
• 2009 – RRC and STR Analytics (offices in Boulder)
• 2009 – launched HDC/Hotel Data Conference
• 2011 – launched the SHARE Center & HDC Europe
Just celebrated our 25th anniversary
Hotel News Now
• Free electronic news service
(www.hotelnewsnow.com )
• Focus on data/performance,
latest issues, & conferences;
global emphasis also
• Search capability for past
articles
• Great for current events,
staying connected to Industry
Also Hotel Barometer, sales and valuation news
What data does STR track?
• Hotel census data
– Attributes, geo. & non-geo. categorization, affiliations, & history
– 52K hotels in US, and 95K additional WW hotels
• Rooms sales data
– Monthly & daily rooms available, rooms sold, & revenue
– 29K hotels in US with data back to 1987, and 13K WW hotels
– Segmented sales data (Group/Transient) for 4K (95% of Lux/Up)
• HOST (Profit & Loss) data
– 6K hotels in US with data back to 1999 and 2K WW hotels
• Pipeline data
– Hotels under construction and projects in planning
Included in the SHARE Center
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Training programs
Train the Trainer sessions
Sample reports
Publications
Ability to order ad-hoc reports
Ability to generate Destination reports
Access to articles and presentations
STR Census database, hotel company info
Help with research (data), reference info
Campus visits, forums, communications
I’ll go into more detail in each of these areas
1.
Seven Training Programs:
• How to Use STAR Property Reports
• Hotel Math 101
• How to Use a Trend Report and Other Adhoc Reports for Feasibility Studies
• How CVBs and Local Tourism Organizations
Use Destination Reports
• US Lodging Industry and Local State and
Market Overview (sample of TN and Nashville)
• STR Perspective on the Global Hotel
Industry
And more under construction
How does the training work?
• Training Programs are PowerPoint
Presentations
• They include pages from live sample reports
• 75-100 slides
• 2-3 hours of training
How to Use the STAR Reports
• You can personalize
Supporting Hotel-related Academic
Research and Education
SHARE Center
• We would like to get your improvements and
make them available to others
Making improvements & additions now for this Fall
More Training Programs under
construction:
• Advanced Use of STAR Reports
• Intro to Forecasting
• Intro to Distribution Channels/OTAs
• How to Choose a Competitive Set?
• Advanced Hotel Math with Excel component
• Use of STR Corporate Reports/Data Files
• Hotel Data Foundations and Methodologies
Let me know if you have input or suggestions
2.
Train the Trainer Sessions
• Four presentations:
– STAR Property Reports, Hotel Math 101, and
Corporate Reports
– Trend Reports and Other Ad-hoc Reports for
Feasibility Studies
– How CVBs and DMOs Use Destination Reports,
also Industry/Local Market Overviews
– Overview of STR Data Available for Research
• We will be presenting these at the summer
ICHRIE conventions and at regional
locations in the Fall & Spring
3.
A.
Comprehensive Set
of Sample Reports
Property Reports
• Three different types of reports:
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Monthly STAR Report
Weekly STAR Report
Annual HOST/P&L Report
(also Daily STAR Report and WW version)
• Six different sample hotels - one each of the STR
scale groups (Luxury, … Economy)
• Actual data, also Group/Transient pages
Creating a larger set (24 hotels),
great for class demonstrations or student projects
B.
Sample Ad-hoc Reports
• Trend Report
• Custom HOST Report
• Market Pipeline Report
• Forecast Report
• Census Database File
• Ad-hoc Industry Data File
• Property and Room Counts
• Actual data on the Nashville market
Perfect for feasibility study projects or capstone courses
C.
Sample Destination Reports
• Sample Monthly and Weekly Templates
showing all the pages available to a CVB or
Local Tourism Organization
• Live reports that are actually received by
actual CVBs around the world:
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Chicago
-- Indianapolis
Dallas
-- Seattle
Toronto
-- St Louis
Charlotte
-- Virginia Beach
Caribbean
International samples also
United Kingdom
Blue Fin Building
110 Southwark Street
London SE1 0TA
Phone: +44 (0)20 7922 1930
Fax: +44 (0)20 7922 1931
www.strglobal.com
1
United States
735 East Main Street
Hendersonville
TN 37075
Phone: +1 (615) 824 8664
Fax: +1 (615) 824 3848
www.str.com
San Diego CVB
For the Month of June 2010
Date Created: Jul 17, 2010
Tab
Table of Contents
Multi-Segment Market
Multi-Seg Raw Top 25 Markets
Trend San Diego, CA
Trend Port Of San Diego
Response Port Of San Diego
Trend San Diego City Properties
Response San Diego City Propert
Trend Downtown
Response Downtown
Trend Island Area
Response Island Area
Trend I-15 Corridor
Response I-15 Corridor
Trend La Jolla Coastal
Response La Jolla Coastal
Trend Mission Valley, Old Town
Response Mission Valley
Trend UTC Area
Response UTC Area
TMD Trend Total
TMD Response Total
Help
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See what kind of data major CVBs are looking at
D.
Sample Corporate Reports and
Data Files
• Examples of reports (index, summary, …)
and data files (prop/comp set, industry, …)
that are received by the headquarters of
hotel companies around the world
• Creating a fictitious hotel parent company
and a management company
• Demonstrate different
practices and methodologies
used by actual companies
What kind of data hotel companies/HQs are looking at
4.
Publications
United Kingdom
Blue Fin Building
110 Southwark Street
London SE1 0TA
Phone: +44 (0)20 7922 1930
Fax: +44 (0)20 7922 1931
www.strglobal.com
United States
735 East Main Street
Hendersonville
TN 37075
Phone: +1 (615) 824 8664
Fax: +1 (615) 824 3848
www.str.com
STR MONTHLY HOTEL REVIEW
U.S. Hotel Industry Performance for the Month of: June 2010
Volume 10, Issue M6
Date Created: July 16, 2010
In this issue:
Page:
Actual subscriptions
Translation Table
2
U.S. Hotel Industry at a Glance
3
Performance by Industry Segments
4
Performance In Top 25 Markets
5
Performance by State
6
Glossary
7
• Three industry publications:
– Monthly Hotel Review (each mon)
– Weekly Hotel Review (each week)
– Annual HOST Study (2009 & 10)
• Delivered each week or month
United Kingdom
Blue Fin Building
110 Southwark Street
London SE1 0TA
Phone: +44 (0)20 7922 1930
Fax: +44 (0)20 7922 1931
United States
735 East Main Street
Hendersonville
TN 37075
Phone: +1 (615) 824 8664
Fax: +1 (615) 824 3848
www.strglobal.com
The HOST Study 2010
Data Tables for the Year 2009
Table of Contents
Data Tables
Full Service
Summary
Ratios to Sales
- by Region
- by Location
- by Size
- by Price
Amount Per Available Room
- by Region
- by Location
- by Size
- by Price
Amount Per Occupied Room
- by Region
- by Location
- by Size
- by Price
Limited Service
Summary
Ratios to Sales
- by Region
- by Location
- by Size
- by Price
Amount Per Available Room
- by Region
- by Location
- by Size
- by Price
Amount Per Occupied Room
- by Region
- by Location
- by Size
- by Price
Help/Definitions
Date Created: June 3, 2010
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• Overview of industry performance (US, Scales,
Locations, Regions, Top 25 Markets)
• Segmentation versions available
Different publications for non-US universities
United Kingdom
Blue Fin Building
110 Southwark Street
London SE1 0TA
Phone: +44 (0)20 7922 1930
Fax: +44 (0)20 7922 1931
www.strglobal.com
Sample WW Publications
United States
735 East Main Street
Hendersonville
TN 37075
Phone: +1 (615) 824 8664
Fax: +1 (615) 824 3848
www.str.com
Americas Hotel Review
Americas Hotel Industry Performance for the Month of June 2010
Volume 10, Issue AM6
Date Created: July 20, 2010
In this issue
Page
Global Performance (US Dollars)
2
Country Performance (Local Currency)
3
Country Performance (US Dollars)
4
Market Performance (Local Currency)
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Market Performance (US Dollars)
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Market Performance Graphs
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World Regions
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Definitions
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Global Hotel Reviews
• Overview of industry performance
• Versions for Americas, Europe, Asia/Pacific,
and Mideast/Africa
Country Reports
• Detailed performance within a country
• Available for 13 countries and groups
including Canada, UK, Germany, China, India
Great for Int’l Tourism, provide a non-US perspective
Additional Sample Pubs
Pipeline Outlooks
United Kingdom
Blue Fin Building
110 Southwark Street
London SE1 0TA
Phone: +44 (0)20 7922 1930
Fax: +44 (0)20 7922 1931
United States
735 East Main Street
Hendersonville
TN 37075
Phone: +1 (615) 824 8664
Fax: +1 (615) 824 3848
www.strglobal.com
Comprehensive Pipeline Outlook (United States)
Data for end of June, 2010
Table of Contents
Pipeline Overview
Pipeline Variance by Chain Scale & Phase
Pipeline Chain Affiliation by Phase / Parent Comp
Pipeline by Chain Affiliation & Phase
Pipeline Changes to Existing Supply by Brand
Pipeline by Region
Top 26 Markets by Percent of Existing Supply Rooms
Top 26 Markets by Chain Scale
Top 110 MSAs
Pipeline - Past 12 Quarters
Brand's Percent of Active Pipeline by Rooms
Pipeline by Year Open
Pipeline Phase Progression
Potential Conversion by Chain Affiliation & Parent Company
Publication Date: July 09, 2010
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• Overview of pipeline activity,
supply changes, conversions, and closes
• Versions for US, Canada, Carib/Mexico, C/S
America, Europe, Asia/Pac, Mideast/Africa
Forecasts
• Estimates of future performance
• Available for 25 US and 44 WW markets
Provide construction/development perspective,
additional example of look into the future
5.
Access to Articles and
Presentations
• Hundreds of articles available on HNN,
(www.hotelnewsnow.com ) with a userfriendly search capability
• Any industry presentations that
STR conducts (national,
international, or local) available
in the “Presentations” section
• Updates on new initiatives (Spa
STAR, CasinoSTAR, Bandwidth)
Keep up on current events and latest industry issues
6.
Ability for professors to order
ad-hoc reports
• Any reports: Trend, HOST, Pipeline, Census
Database files, Ad-hoc Industry Data file,
Prop/Room Counts, plus one-time runs of
publications or Forecasts
• For use in class or research
• Students can order as part
of feasibility or capstone
project, great experience
Order for feasibility studies, projects, or class examples
Ability for professors to create a
personalized Destination Report
7.
• Professor and class can view live reports
from actual CVBs
• Then they can select a different destination,
decide on various industry segments
• Then go through the setup process and
start receiving regular reports
• Simulate CVB experience of reviewing
performance over time, tracking events
Great experience for Tourism classes, simulate a CVB
8.
Census Database for all the
hotels in your state
• 100 fields of information
for each hotel in an Excel
format
• Address, rooms,
geographic and
non-geographic categories,
physical attributes, rack rates, dates,
affiliations, historic, meeting space,
restaurant, latitude/longitude, …
Analyze hotel mix in a state or market, development use
9.
Hotel Company Database
• Each school receives a comprehensive list
of US and global hotel companies: parent
companies, chains, management
companies, owners, asset management
companies, membership groups
• Excel file with multiple tabs for different
types of information
• Includes stats on each company, offices,
staff, properties, financial info, web site
Review types of hotel companies, major players
10. Valuable
Reference Information
• US & WW Chains & Scales
• Parent Companies & Brands
• Continents, Sub-continents,
and Countries
• Regions, Markets, & Tracts
• Maps of Markets in your state
• Property & Room Counts: US
by Brand, States by Markets
• STR Glossary and FAQs
Lots more, all kept up to date
Additional SHARE Support:
• Help with research, including special
requests and data needs, collaboration
• Regular communications and updates
• Campus visits and webinars
• Educator forums
• Faculty and industry interaction
• Exploring certification options
Welcome Package
• CD(s) with 14 folders full of resources:
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Ad-hoc Reports
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Maps
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Census Database
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Pipeline Outlooks
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Destination Reports
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Property Reports
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Forecasts
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Reference Documents
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Global Hotel Reviews
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Train the Trainer
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HOST
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Training
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Hotel Company Database
--
WW Country Reports
Welcome Package
• Explanation and Instructions:
– Publications – weekly and monthly
– How to request ad-hoc reports
Marilyn trend@str.com 615-824-8664, ext
– If you have questions or need help:
Steve
steve@str.com 615-824-8664, ext 3315
Maria
maria@str.com 615-824-8664, ext 3326
– SHARE Center Rules
Projects/Simulation Exercises
• Use STAR Reports to review performance of
sample hotels, have students present findings
• Use Excel and raw property data to manually
calculate various metrics and reconcile data to
STAR reports
• Forecast performance for local industry
segments
Projects/Simulations continued
• Create a US/country Industry Overview or a
Local Market Overview (city, state, county, or
other area) using data from ad-hoc reports
• Use Excel and raw Trend data to manually
calculate various metrics and reconcile data to
key performance indicators on Trend reports
• Simulate a CVB and create a user-defined
Destination Report
Projects/Simulations continued
• Use various ad-hoc reports to perform a sample
feasibility study or impact analysis, professor
can assign various scenarios
• Simulate small chain or management company
with portfolio of sample properties, review
sample data
• Brainstorming/feedback …
Research Possibilities
• STAR data for various industry segments or
user-defined sets of hotels
• HOST data
• Pipeline data
• Collaboration and assistance
• Simulated property data – in the future
Additional Assistance
• Webinars and campus visits
• Regular Updates
– Industry Performance
– STR Presentations at national conferences
– New developments (Booking Channel Study,
Bandwidth reports, Casino STAR reports)
• STAR Certification for students
– Demonstrate knowledge of hotel math
– Demonstrate understanding of STAR reports
We look forward to working together!
Steve Hood
615-824-8664, ext. 3315
steve@str.com