About

History

Our mission is to provide solutions through best data, to expand benchmarking possibilities, to drive industry standards, and to encourage evolved thinking about data. Each and every day, we strive to empower people and businesses to reach new heights.

Founded in 1985, STR provides premium data benchmarking, analytics and marketplace insights for global hospitality sectors. From our humble beginnings at the kitchen table of our co-founders, Randy and Carolyn Smith, we have grown to more than 300 team members in 15 countries with a corporate North American headquarters in Hendersonville, Tennessee, an international headquarters in London, England, and an Asia Pacific headquarters in Singapore.

The hotel industry has been the cornerstone of our business from the start. Today, we process, analyze and report on data from 63,000 hotels representing 8.4 million rooms in 180 countries. Our track record of unrivalled data integrity, reliability and confidentiality has not only built our reputation as a trusted solutions provider in the marketplace—it drives our vision to be an advisor and innovator for any global industry that relies on data.

 In 2016, we united our entities under one global brand: STR. 

In the same year, we acquired our Tourism Consumer Insights team (formerly LJ Research) to provide full-service tourism market research from Edinburgh, Scotland. Additionally, we expanded our supply and development tracking services with the acquisition of the AM:PM platform.

From idea to implementation, our services are constantly evolving. But at the end of the day, it is our people who make the difference. We know that our work goes beyond the numbers as we provide the best tools and solutions in the marketplace - all designed to position our clients for success.