Where do you get your data?
Each month we collect performance data from over 46,000 hotels representing more than 5.3 million rooms globally. This data is sent to us from chain headquarters, management companies, owners and directly from independent hotels. The data is checked for accuracy and for adherence to our reporting guidelines.
What data do you collect from hotels?
We collect rooms available, rooms sold and net room revenue on a monthly, weekly and daily basis. We also collect data broken down by source of business (transient, group and contract) and source of revenue (room, F&B and other), known as segmentation data. On an annual basis we collect profitability data, including costs by department and profit.
How do you find out about new hotels and changes to existing hotels?
The teams at our Database Operations Center (DOC) are continuously maintaining and verifying the information in our database. Each hotel is contacted at least once per year to corroborate their information. In addition, we receive data provided by Convention and Visitors Bureaus, periodicals, consultant reviews and developers.
Do you do any forecasting?
In conjunction with Tourism Economics, an Oxford Economics company, we offer Market Forecast reports for the Top 25 Markets in the U.S. and for over 40 markets outside North America. While we take reasonable steps to provide accurate data, the forecast information we provide is not a guarantee of future events or performance.
Are you able to provide data analysis?
We never comment on specific hotels, chains or give advice on how to run a hotel. However, our consulting and analytics team does provide analysis.
Can I get an individual hotel’s data?
No. We take every precaution to maintain data confidentiality. Strict controls are maintained in each processing step to ensure that data is handled responsibly. We report aggregated data only. We do not release individual hotel, brand or company-specific data.
Reports and Participation
How can my hotel participate?
If you are affiliated with a chain, please contact your corporate office, because many major chains, management and ownership companies have made provisions for their hotels to participate. If your chain does not participate please contact us directly for assistance. There are two ways to participate: Our FREE Hotel Survey provides a market performance report to those hotels that submit data. Also, for a small fee, STAR Reports provide your hotel’s performance data in comparison to a competitive set of your choosing. Please contact your regional office for pricing of STAR Reports or to enroll in either program. Click here for more details and sample reports.
How can I change the distribution list for receipt of our hotel performance reports?
Branded hotels should contact their corporate office or management company to change the distribution list. Independent hotels should contact us directly at firstname.lastname@example.org (North America) or email@example.com (outside North America).
How do you forecast markets?
The Hotel Market Forecast takes several components, STR/ STR Global historic market data, market event information, and both general and local economic indicators and combines them to predict the behavior of the hotels in each market. STR/STR Global historic data is partnered with a leading forecasting company Tourism Economics, an Oxford Economics Company, who provide the economic model and analysis. Each market is handled uniquely and has its own forecast model that is the best fit and provides the highest rate of forecast accuracy. E.g. as London accommodates many international visitors, currency exchange will be a more significant indicator than in Manchester, as this market is driven predominately by domestic demand.
How do I report data during a holiday closure? (voluntary closure less than 1 month)
Data should be submitted via the STR or STR Global website, with full available rooms, zero rooms sold and zero revenue.
How do I report data during a seasonal closure? (annual closure for one month or longer)
Data does not need to be submitted for a seasonal closing, but STR and/or STR Global will need to be notified of the closing to ensure correct reporting. Please email firstname.lastname@example.org (North America) or email@example.com (Outside North America).
What does the Pulse Report do?
The Pulse Report provides a snapshot of your property's health, recognizing that a hotel's performance extends beyond its RevPAR index. The Pulse reports looks at six different components of your property's prior month performance and assigns an overall "pulse rating." These components are displayed in a simple dashboard fashion, making it easy to see areas of both strength and areas needing improvement. Two tabs provide a pulse rating for both this year and same month last year.
Understanding Your Reports
Is my hotel capturing its fair share of rooms sold and revenue?
Our occupancy, ADR and RevPAR indexes are excellent measurements of fair market share. See Glossary for a detailed explanation of indexes.
Why do you ask for last year’s data?
We use last year’s data to calculate year over year percent change and to check the accuracy of previously submitted data.
Why is my percent change column blank?
This column is blank when current and/or historical data has not been received.
How are percent changes calculated?
Hotel and competitive set performance changes are measured against the same period last year. The percent change is calculated using the following formula: (This Year-Last Year) / Last Year.
Why do my percent change numbers have such a large range?
The data for this year vs. the same period last year may vary, depending on a number of factors such as holidays, calendar shifts, special events and promotions.
What is “Pipeline” on the Summary tab of the North American STAR reports?
Pipeline data details existing hotel supply and new hotel development for the subject property's market. We receive construction information from hotel companies, through information located by our web crawler, STR/STR GLOBAL SONAR, powered by Revcaster, and from data provided by Convention and Visitors Bureaus, periodicals, consultant reviews and developers.This data is widely used by investment banks, development groups and hotel owners to estimate future supply growth and track supply changes in the market.
What does the “Rank” information mean?
Your hotel’s performance is ranked against the other hotels in your competitive set. If your hotel’s RevPAR rank is “2 of 6,” that means your hotel’s RevPAR was second highest of the six hotels in your competitive set.
What is an index?
The Index numbers compare the performance of the subject property to the comp set
Subject Value / Comp Set Value * 100
A number greater than 100 means the subject property outperformed the comp set and a number below 100 means the comp set outperformed the subject property.
Index numbers are available for occupancy, ADR, RevPAR and the percent changes.
What does "Running 28" mean?
Running 28 days is the most recent 28 days of historical performance. The running 28 day numbers are based on the most current 28-day period, ending with the last day included in the weekly report.
What does “Running MTD” mean?
It stands for running month-to-date. The MTD numbers are based on a calendar month and include all days of the same month, through the most recent calendar day included in the report. If the most recent week’s reporting includes data in two calendar months, the MTD numbers only include data from the recently ended month.
What is the difference between Census Rooms and Sample Rooms?
Census Rooms are the number of rooms collected and stored in our Hotel Census Database. Sample Rooms are the portion of the total census from which we receive performance data.
My report has some questionable information, what should I do?
If you are a branded hotel, please contact your chain or management company representative. Independent hotels should contact one of our Client Services representatives at firstname.lastname@example.org (North America) or email@example.com (outside North America), or firstname.lastname@example.org (Asia Pacific).
How and why is running data calculated?
Running data is used to smooth out seasonality and to better identify the underlying trend. Running data is a sum of the data for the month or day in question plus the applicable running period.
For example, a running three-month number is the average of the values for the current month and the previous two months; a running 12-month number is the average of the values for the current month and the previous 11 months. Running 3 month data for July would be calculated by summing the data of May, June and July. Running daily data works on the same principle e.g. running 7 days for Sunday 17th would be a sum of Monday 11th through Sunday 17th.
How are the scales of the charts determined on my RPM Report?
To protect the confidentiality of the data, STR does not disclose the scales used in the RPM charts. However, we have ensured that the scales used for both charts on Tab 2 are equal, as are the scales used on both charts in Tab 3. All scales will vary from report to report.
How do I read my RPM report?
The RPM charts two data points: ADR Index on the vertical axis and Occupancy Index on the horizontal axis. The "crosshairs" of the two axes are centered on the subject hotel's performance for each time period. Each property in the comp set is charted, but their names are not shown to ensure confidentiality. Each property is labeled with a number; this number represents that property's overall RevPAR ranking for that period.
How does the Pulse rating work?
Each of the six components factor into the overall pulse rating. There is a potential maximum achievable score for five of the components (RevPAR Velocity Tracking, RevPAR Gap Analysis, Day-of-Week Revenue Opportunity, Performance Highlights and Day-of-Week RevPAR), and higher scores are awarded for better performance within each of these. The Comp Set Grade scores the composition of your property's primary comp set relative to all other properties similar to yours, and a low comp set grade will bring down the scoring totals of some of the other components.
What does the Insufficient Performance for some data points on my Bandwidth Report indicate?
This alert message indicates that for certain days in your report the competitive set did not report sufficient data to show the bandwidth. If this is the case in your report, the "band" for that day will actually equal your property's performance for that day. As a result, the band disappears and you will only see the subject property line.
What if a property falls outside the scales on my RPM Report?
The RPM Report is coded to ensure all properties will be displayed on the charts for each time period.
What if my property did not report data for each day of this reporting period on the Pulse Report?
If your property did not report data for each day of the reporting period, you should expect your monthly performance numbers to be low. For example, by not reporting data for five days of the month, the totals in the Performance Highlights will only aggregate 25 days of data. You should be aware of this when comparing your performance to other month's reports where your property reported data each day. You should expect your overall pulse rating to be low because you are missing some data. A directional signal in the Velocity Tracker will not appear for the days when no data was reported.
What if there is one hotel that consistently leads or lags the competitive set in either Occupancy, ADR or RevPAR on my Bandwidth Report?
In the case that there is a consistent leader or laggard in the competitive set, the bandwidth data will be removed due to isolation and performance confidentiality. If you do not receive the bandwidth data there will be a note indicating the isolation error at the top of the graph.
Why does my competitive set have such a wide band on my Bandwidth Report?
A wide bandwidth indicates that there is a broad range of performance among the properties in your competitive set. This could have several implications for the relevance of your competitive set. If you have additional questions about the relevance of your set, please contact email@example.com.
Why is there a gap in the grey band on my Bandwidth Report?
Due to isolation or insufficiency, your competitive set lacked data for the day(s) in question, resulting in the missing gap on your Bandwidth Report.
Will I ever receive an "insufficient" RPM Report?
No. The RPM report uses monthly, not daily data, so as long as your comp set is sufficient for monthly STAR reports, it will be sufficient for RPM reports.
Competitive Sets (Comp Sets)
Is my hotel included or excluded from the comp set numbers?
Our default is to exclude your hotel’s numbers in the comp set data on the STAR report. Upon request, we can include the subject hotel within the comp set. Check the top of your report under the title to determine whether or not your hotel is included.
Is my hotel’s data included in the competitive numbers on my Bandwidth Report?
Your hotel’s data is excluded from the competitive set performance (represented by the grey band) on your Bandwidth Report and is represented by the blue line (occupancy), green line (average rate) and orange lines (RevPAR) on the graphs.
Is my hotel’s data included in the competitive numbers on my RPM report?
Yes, your hotel’s data is included in the competitive set performance, regardless of whether it is included or excluded in your STAR report. Because the RPM focuses on index levels for each property in the comp set, every property must be included in comp set totals.
What if there are blanks in my comp set numbers?
Your competitive set did not include sufficient data for reporting. A minimum of three hotels, excluding the subject property, must report data in order to be sufficient and for us to provide competitive set performance data.
What if there are blanks in my competitive set numbers on my Bandwidth Report?
Your competitive set did not include sufficient data for reporting. A minimum of three (3) hotels must report data in order for STR to provide competitive set performance.
Why is my comp set’s percent change column blank?
If we did not receive last year's data for the corresponding month or day, for the minimum number hotels in your comp set, we are unable to provide the percent change.
Why am I being compared to submarket scale or market scale instead of comp set?
If your competitive set did not include sufficient data for reporting, the comparative data will default to the most relevant industry segment available.
How can I change my comp set?
Branded hotels must contact their corporate office to make any changes. Independent hotels may contact us directly firstname.lastname@example.org (North-America) or email@example.com (outside North America) or firstname.lastname@example.org (Asia Pacific) Any request to modify your comp set must include at least two changes to protect confidentiality (see competitor set rules).
What happens if a hotel in my comp set does not participate?
We are continually soliciting hotels to participate in our programs. If a hotel in your comp set fails to report data, we estimate their performance at the average of the reporting hotels in the comp set. If a hotel closes, its data is not estimated in your comp set numbers. If a closing reduces your comp set hotel count to less than four, the comp set will be insufficient and the column will be blank. Please contact us for further information about a non-reporting hotel, data chasing or methodology questions at email@example.com (North America) or firstname.lastname@example.org (Outside North America) or email@example.com.
Could you explain the new comp set changes?
For more information on the competitive set changes effective January 2017, please click here.