STR, SHA partner to advance Singapore hotel performance
SINGAPORE—STR, the leader in data benchmarking and analytics for the global hospitality industry, has partnered with the Singapore Hotel Association (SHA), the umbrella body for hotels in Singapore, to provide tools for hotel benchmarking and performance advancement.
“I’m excited for SHA hotel members to participate in, and make best possible use of, hotel data
analytics and benchmarking practices,” said Bernard Kee, STR’s regional manager for Southeast Asia. “It is important that STR and SHA create a unified voice for hotel performance in Singapore. There are many benefits to single-point data collection, and STR is thrilled to share those benefits with the SHA.”
“The Singapore Hotel Association is delighted to partner with STR to bring benchmarking practices to 160 hotels and all future hotel members to come,” said Margaret Heng, SHA’s executive director & SHATEC’s chief executive. “STR’s accurate, reliable data and commitment to confidentiality is unrivaled in the industry. It is vital that the hotel industry is equipped with this data, and we are happy that STR can bring this to our members. We are confident that SHA members will benefit from benchmarking – not only understanding how their hotel is performing, but how they are performing against their competitors as well.”
STR maintains the world’s largest hotel performance data sample, which comprises 68,000 hotels and 9.1 million hotel rooms around the world. In March, Singapore experienced its worst month on record for occupancy (38.3%) and revenue per available room (SGD81.35) due to the situation around the COVID-19 pandemic.
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STR provides premium data benchmarking, analytics and marketplace insights for global hospitality sectors. Founded in 1985, STR maintains a presence in 15 countries with a corporate North American headquarters in Hendersonville, Tennessee, an international headquarters in London, and an Asia Pacific headquarters in Singapore. For more information, please visit str.com.
About Singapore Hotel Association
The Singapore Hotel Association (SHA) is the umbrella body for hotels in Singapore. Its membership is made up of hotel entities which are represented by proprietors of hotels or appointed representatives. Its current membership comprises 160 hotels which accounts for some 85% of total gazetted room count. In addition, the SHA has a training arm, SHATEC, which was set up in 1983 to provide skilled manpower to the hotel industry.