STR data is frankly the industry's standard in the lodging space. And there is a lot of trust that STR has garnered over the years, not only in terms of the data they put out there, but also the analysis and research work that they do.

We use STR every day, and it is extremely valuable, and I think it is a competitive advantage for the people and the expertise we have. Data's data: it's what you do with it and how you incorporate it into your everyday tactics and strategies. [STR] allows us to do that, they present the information in a really digestible format, and it allows us to go ahead and do the things we need to with it.

I think STR has become a household name, a staple within hotel management companies. I'd be surprised, or let me say differently, I am surprised when I come across a hotel that does not contribute their data. When you are evaluating performance of a hotel in a market, it's the single source of truth at the moment. I do think that as the industry evolves in the coming years, I think STR is a big part of the cutting edge of where we're going in terms of benchmarking performance.

Key for me is the daily RGI reports so I can actually see how the hotels have done overnight, how they're tracking in the months, so that we can make quick decisions and if we need to change strategy.