Train the Trainer Series Combined Worksho p – STAR, Ad-Hoc, and Destination Reports

Train the Trainer Series

Combined Workshop – STAR, Ad-Hoc, and Destination Reports

The SHARE CenterSupporting Hotel-related Academic Research and Education

Steve HoodSenior 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

15%

7%

-20%

-10%

0%

10%

20%

YO

Y C

han

ge

Manager A

A's Competitors

-10%

-3%

-20%

-10%

0%

10%

20%

YO

Y C

han

ge

Manager B

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

http://www.hotelnewsnow.com/

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 • 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 Ad-

hoc 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

• You can personalize

• We would like to get your improvements and make them available to others

How to Use the STAR Reports

SHARE CenterSupporting Hotel-related Academic

Research and Education

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. Comprehensive Set of Sample ReportsA. Property Reports• Three different types of reports:

– 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

United Kingdom United StatesBlue Fin Building 735 East Main Street

110 Southwark Street HendersonvilleLondon SE1 0TA TN 37075

Phone: +44 (0)20 7922 1930 Phone: +1 (615) 824 8664Fax: +44 (0)20 7922 1931 Fax: +1 (615) 824 3848

www.strglobal.com www.strglobal.com

Monthly STAR Report Sample (US & Canada)

July 2008 STR #: 98765 Date Created: August 24, 2008Tab

Table of Contents 1Monthly Performance at a Glance 2STAR Summary 3Competitive Set Report 4Response Report 5Segmentation Summary 6Segmentation Occupancy Analysis 7Segmentation ADR Analysis 8Segmentation RevPAR Analysis 9Segmentation Index Analysis 10Segmentation Ranking Analysis 11Segmentation Day of Week - Current Month 12Segmentation Day of Week - Year to Date 13Additional Revenue ADR Analysis 14Additional Revenue RevPAR Analysis 15Segmentation Reponse Report 16Daily Data for the Month 17Day of Week & Weekday/Weekend 18Help 19

Available to Weekly STAR participants only

Available to Segmentation participants only




www.strglobal.com www.strglobal.com

Weekly STAR Report Sample (US & Canada)

August 27, 2008 - September 2, 2008 STR #: 98765 Date Created: September 6, 2008

TabTable of Contents 1Weekly STAR Summary 2Segmentation Summary 3Daily Data For Month 4Occupancy Perspectives 5Occupancy Analysis 6ADR Perspectives 7ADR Analysis 8RevPAR Perspectives 9RevPAR Analysis 10Other Revenue 11Response Report 12Help 13

Available to Segmentation participants only

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:– Chicago -- Indianapolis– Dallas -- Seattle– Toronto -- St Louis– Charlotte -- Virginia Beach– Caribbean– International samples also

1 United Kingdom United States

Blue Fin Building 735 East Main Street110 Southwark Street Hendersonville

London SE1 0TA TN 37075Phone: +44 (0)20 7922 1930 Phone: +1 (615) 824 8664

Fax: +44 (0)20 7922 1931 Fax: +1 (615) 824 3848www.strglobal.com www.str.com

San Diego CVB

For the Month of June 2010 Date Created: Jul 17, 2010

Tab

Table of Contents 1Multi-Segment Market 2Multi-Seg Raw Top 25 Markets 3Trend San Diego, CA 4Trend Port Of San Diego 5Response Port Of San Diego 6Trend San Diego City Properties 7Response San Diego City Propert 8Trend Downtown 9Response Downtown 10Trend Island Area 11Response Island Area 12Trend I-15 Corridor 13Response I-15 Corridor 14Trend La Jolla Coastal 15Response La Jolla Coastal 16Trend Mission Valley, Old Town 17Response Mission Valley 18Trend UTC Area 19Response UTC Area 20TMD Trend Total 21TMD Response Total 22Help 23

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

Actual subscriptions• Three industry publications:

– Monthly Hotel Review (each mon)– Weekly Hotel Review (each week)– Annual HOST Study (2009 & 10)

• Delivered each week or month

• Overview of industry performance (US, Scales, Locations, Regions, Top 25 Markets)

• Segmentation versions available




www.strglobal.com www.str.com

STR MONTHLY HOTEL REVIEW

U.S. Hotel Industry Performance for the Month of: June 2010Volume 10, Issue M6

Date Created: July 16, 2010

In this issue:Page:

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




The HOST Study 2010

Data Tables for the Year 2009 Date Created: June 3, 2010

Tab

Table of Contents 1

Data Tables

Full Service

Summary 2

Ratios to Sales

- by Region 3

- by Location 4

- by Size 5

- by Price 6

Amount Per Available Room

- by Region 7

- by Location 8

- by Size 9

- by Price 10

Amount Per Occupied Room

- by Region 11

- by Location 12

- by Size 13- by Price 14

Limited Service

Summary 15

Ratios to Sales

- by Region 16

- by Location 17

- by Size 18

- by Price 19

Amount Per Available Room

- by Region 20

- by Location 21

- by Size 22

- by Price 23

Amount Per Occupied Room

- by Region 24

- by Location 25

- by Size 26- by Price 27

Help/Definitions 28

www.strglobal.com

Different publications for non-US universities

Sample WW Publications

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




www.strglobal.com www.str.com

Americas Hotel Review

Americas Hotel Industry Performance for the Month of June 2010Volume 10, Issue AM6

Date Created: July 20, 2010

In this issuePage

Global Performance (US Dollars) 2

Country Performance (Local Currency) 3

Country Performance (US Dollars) 4

Market Performance (Local Currency) 5

Market Performance (US Dollars) 6

Market Performance Graphs 7

World Regions 8

Definitions 9

Great for Int’l Tourism, provide a non-US perspective

Additional Sample Pubs

Pipeline Outlooks• 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




Comprehensive Pipeline Outlook (United States)

Data for end of June, 2010 Publication Date: July 09, 2010

TabTable of Contents 1Pipeline Overview 2

Pipeline Variance by Chain Scale & Phase 3

Pipeline Chain Affiliation by Phase / Parent Comp 4

Pipeline by Chain Affiliation & Phase 5

Pipeline Changes to Existing Supply by Brand 6

Pipeline by Region 7

Top 26 Markets by Percent of Existing Supply Rooms 8

Top 26 Markets by Chain Scale 9

Top 110 MSAs 10

Pipeline - Past 12 Quarters 11

Brand's Percent of Active Pipeline by Rooms 12

Pipeline by Year Open 13

Pipeline Phase Progression 14

Potential Conversion by Chain Affiliation & Parent Company 15

www.strglobal.com

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 user-friendly search capability

• Any industry presentations that STR conducts (national, international, or local) available in the “Presentations” section

• Updates on new initiatives (SpaSTAR, CasinoSTAR, Bandwidth)

Keep up on current events and latest industry issues

http://www.hotelnewsnow.com/

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

7. Ability for professors to create a personalized Destination Report

• 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 informationfor each hotel in an Excelformat

• Address, rooms, geographic andnon-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:– Ad-hoc Reports -- Maps

– Census Database -- Pipeline Outlooks

– Destination Reports -- Property Reports

– Forecasts -- Reference Documents

– Global Hotel Reviews -- Train the Trainer

– HOST -- Training

– Hotel Company Database -- WW Country Reports

Welcome Package

• Explanation and Instructions:

– Publications – weekly and monthly

– How to request ad-hoc reports

Marilyn [email protected] 615-824-8664, ext

– If you have questions or need help:

Steve [email protected] 615-824-8664, ext 3315

Maria [email protected] 615-824-8664, ext 3326

– SHARE Center Rules

mailto:[email protected]



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 Hood615-824-8664, ext. 3315

[email protected]