Train the Trainer Series

Introduction to the STAR Reports and Hotel Math 101

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

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