Train the Trainer Series
Introduction to the STAR Reports
and Hotel Math 101
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
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, samples,
reference material and the ability to
request user-defined reports/data
Available Resources
• Training Programs
• Sample Reports
• Reports Available Upon Request
• Reference Information
• Projects/Simulation Exercises
• Related Research Possibilities
Training Programs
• Introduction to the STAR Reports
• Hotel Math 101
• US Industry Overview & Local Market Overview
• The Global Hotel Industry – an STR Perspective
Training Programs continued
• STR Corporate Reports and Data Files
• How to Choose a Comp Set
• An Introduction to Booking Channels and OTAs
• An Introduction to the Hotel Industry
• Advanced STAR Reports
Sample Reports
• Sample STAR Property Reports
–
–
–
–
–
Monthly, Weekly, and Daily STAR Reports
Group/Transient/Contract pages
Annual HOST Reports
Sample hotels from different scales and markets
Realistic data
• Sample Industry Publications (US & WW)
• Sample Raw Property and Comp Set Data
• Sample Corporate Reports and Data Files
Reports Available Upon Request
• Professor (or student) can contact STR and
request a variety of reports
• Standard Ad-Hoc Reports
–
–
–
–
–
Trend Reports – monthly, daily, group/transient data
Custom HOST Reports – P&L data
Market Pipeline Reports – props UC & in planning
Forecasts
Ad-Hoc Industry Data Files, Prop & Room Counts
• User-Defined Destination Reports
Reference Information
• Census Database – hotel attribute fields
• Hotel Company Information – info and stats
• Parent Companies and Chains - list
• Scales and Chains - list
• Markets and Tracts – lists and maps
• Countries, Continents, and Sub-continents
• HNN – www.hotelnewsnow.com
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
• Simulate small chain or management company
with portfolio of sample properties, review
sample data
• Brainstorming/feedback …
Related Research Possibilities
• STAR data for various industry segments or
user-defined sets of hotels
• HOST data
• Pipeline data
• Aggregated property and comp set data
• Simulated property data
• Collaboration and assistance
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
Questions and Suggestions?
Steve Hood
steve@str.com
615-824-8664, extension 3315