Hotel Performance Reports, Trends, HOST, Pipeline (ppt)

Report
Hotel Industry Performance
Reports, Trends and
Related Ad-Hoc Reports
The SHARE Center
Supporting Hotel-related Academic Research and Education
Table of Contents
• Introduction to Ad-Hoc Reports
• Trend Reports
• Pipeline Reports
• Custom HOST Reports
• Census Database Files, Prop & Room Counts,
Ad-Hoc Industry Data Files, and Forecasts
Introduction to
Ad-Hoc Reports
What is the difference between STAR
reports and Ad-Hoc Reports?
• STAR Reports refer to the reports that are delivered to
hotels that compare the subject property’s performance
to the competitive set and to surrounding industry
segments
• Hotels and companies have annual subscriptions which
include STAR reports as well as other services
• The STAR reports are generated and delivered each
month, week, and/or day. These are relied upon by
managers, and by Sales and Operations departments.
What are Ad-Hoc Reports?
• STR generates many other reports for both hotel
companies and a variety of additional third parties
• These reports provide performance information as well
as additional data
• These reports can be requested on a one-time basis,
hence the name “ad-hoc” reports
• Customers can select a specific industry segment or a
user-defined group of hotels
How are Ad-Hoc Reports Used?
• Ad-Hoc reports can be used by developers for
“Feasibility Studies”, when someone is analyzing
whether to build a specific type of hotel in a specific
location
• These reports can also be used for “Impact Analyses”
when someone is trying to determine the past affect of
some type of event (for example: a sporting or political
event, a natural disaster, or a new tourist attraction)
• Ad-Hoc reports can also be used to gain a better
understanding of the lodging industry in an area
• There are may other uses for ad-hoc reports
Trend Reports
What are Trend Reports?
• Trends are the most popular type of ad-hoc report
• Trend reports show historic hotel performance for an
industry segment or user-defined set of properties
• Trend reports typically display monthly performance data
for 5 years, although you can request 10 or 20 years of
data.
• Trend reports can also include daily data or Segmentation
data (Group/Transient/Contract)
Options for Selecting Hotels
• There are three different options when it comes to
selecting hotels for a Trend report:
1. You can choose a standard industry segment, based
upon pre-defined geographic and non-geographic
categories
2. You can select hotels based upon a wide range of
variables
3. Or, you can choose a specific group of individual
properties
You can also request a “Radial Trend” based upon latitude/longitudes
Selecting Hotels using Industry Segments
• An industry segment can just be a geographic area such
as a market, tract (sub-market), city, county, state,
country, sub-continent, or continent:
– Nashville Market
-- Nashville Downtown Tract
– Tennessee State
-- Davidson County
– Germany
-- Europe
• An industry segment can also be a combination of a
geographic area and a non-geographic category such as
scale, class, location, or type. So you could request
country scale, market location, or tract class:
– Nashville Airport Location
-- US Economy Scale
– London Luxury Class
-- Tennessee Convention Type
Selecting Hotels based upon Variables
• For a Trend report, you can select hotels that meet a
certain set of criteria
• Your query can include a wide range of variables
including:
– Geographic fields
-- Number of Rooms
– Non-geographic fields
-- Age, Open Date
– Brand or Parent Company
-- Management Company or Owner
– Operation (Corporate vs. Franchise) -- Ex-Affiliation
– Number of Floors
-- Interior/Exterior Corridor
– Restaurant
-- Meeting Space
– Type/Features (Ski, Spa, Golf, Boutique, Extended Stay, Conference,
Convention, Casino, All-suites, Waterpark, Condotel)
A full list of fields is available
Selecting Specific Individual Hotels
• There are times when you might want to select a specific
set of individual properties
• You can request a “Participation List” which displays all the
hotels that submit data to STR in an industry segment or
based upon variables
• You can then select specific hotels from the list that you
would like to have included in your Trend report
• When requesting a Trend, you can provide a list of STR
numbers. These are the codes that STR uses to identify
hotels.
Rules Related to Trend Reports
• You must select 4 or more participating hotels. If there is
a month when all 4 hotels did not submit data for any
reason (hotel not open, hotel did not report), data for that
month will not appear. For that reason, it is advisable to
select more than 4 hotels.
• There cannot be too high a percentage (based upon
number of rooms) for a single hotel, brand, or parent
company. If you have a problem, you will need to add or
remove hotels until the percentages are okay. The US
percentages are 40, 40, and 50. The non-US
percentages are 50, 50, and 60.
More Rules Related to Trend Reports
• The sufficiency and percentage rules protect the
confidentiality of the data, so as not to reveal too much
about the performance of a single hotel or brand
• If you request multiple Trend reports, the hotels that you
select on the separate Trends must differ by more than
one participating hotel. This ensures that no one can
isolate the data of a single hotel
• These same rules apply to Custom HOST Reports as
well
Types of Data in a Trend Report
• By default, a Trend Report includes monthly data for 5
years. You can request 10 or 20 years of monthly data or
specify a starting date back to 1987.
• You can also request special types of data:
– Twelve Month Moving Average data – great for graphing
performance over time
– Quarterly data
– Daily data - back to 2000, great for Day of Week analyses or
tracking special events
– Weekday/Weekend data – approximate business vs. leisure
– Segmentation data – separate Group, Transient, and
Contract numbers (occupancy and ADR)
Requesting a Trend Report
• To request a Trend Report, you can email the Trend
department:
[email protected]
• Professors from schools who are members of the
SHARE Center can also email:
[email protected]
[email protected]
• The Trend staff can help you with your selection
• You can also specify a different currency if desired
Trend Report Fulfillment
• The normal turn-around time for a Trend is two
business days, although there are times when there are
a high volume of requests
• Trends are delivered via email
• Trend reports are in Excel format. This makes it easy to
work with the raw data. You can sort data by day or
month. You can graph actual numbers or percent
changes over time.
• Trend reports are generally not available online due to
confidentiality issues
Introduction to a Trend Report
• A Trend report is an Excel workbook with multiple tabs
or pages displaying the various information and the
different types of metrics
• There will be additional tabs or pages if you request
any of the special types of data listed on the previous
slide
• The next slides with step through all the various pages
in a Trend report and describe all the information
included on each page
Trend Table of Contents
• The Table of Contents displays the name or
description of the Trend report
• The date range and currency are displayed
• There is internal information, including Job Number,
STR staff, and report Creation Date
• The Table of Contents lists each tab or page included
• It can also include a “Pipeline Teaser”, displaying brief
Pipeline data about the market
Trend Table of Contents
2 - Data By Measure
• The Data By Measure page displays monthly
Occupancy, ADR, RevPAR, Supply, Demand, and
Revenue
• There are sections for each of the different metrics
• There is a row for each year in the date range and
columns for each month
• There are averages/subtotals for the Total Year and
for YTD number based upon the current month
Data By Measure
3 – Percent Change By Measure
• The Percent Change By Measure page displays
monthly percent change values for Occupancy, ADR,
RevPAR, Supply, Demand, and Revenue
• The format is the same as the Data By Measure page:
sections for each metric, rows for each year, and
columns for each month
• There are percent change numbers for Total Year and
for YTD based upon the current month
Percent Change By Measure
4 – Percent Change By Year
• The Percent Change By Year page displays the same
monthly percent changes as the prior page
• The format is the different then the Percent Change
By Measure page
• There are sections for each year, rows for metric, and
columns for each month
• This makes it easier to look at all the metrics for a
single year together and make comparisons
Percent Change By Year
5 – Twelve Month Moving Average
• The Twelve Month Moving Average page is identical
to the Data By Measure page except that all values
are average numbers based upon twelve months of
data ending at the current month
• Sections, rows, and columns are all the same
• There are no Annual or YTD subtotals since the
values are averages anyway
• The moving average data is especially valuable since
it eliminates the seasonality
Twelve Month Moving Average
6 – Twelve Month Moving Average with
Percent Changes
• This page displays the twelve month moving average
data for each different metric in separate columns
• After the values there is an additional column for the
percent change
• There is a row for each month in the date range
• This page displays the moving average data in a way
that makes it very easy to create graphs on the values
or the percent changes
Twelve Month Moving Average with Percent Change
Application – Graphing 12-Month Moving Average data
Supply and Demand Percent Changes
Supply
30
Demand
20
10
0
-10
-20
2009
2010
2011
It is easy to use Excel to create graphs based on the Trend data
2012
Application – Graphing 12-Month Moving Average data
Occupancy and ADR Percent Changes
12
Occupancy
ADR
8
4
0
-4
-8
-12
2009
2010
2011
Line graphs are great to show historic data, you can compare metrics
2012
Application – Graphing 12-Month Moving Average data
Occupancy, ADR, and RevPAR 12-Month Values
140
Occupancy (%)
120
ADR ($)
RevPAR ($)
100
80
60
2009
2010
2011
Running 12-month data takes out the seasonal variability
2012
7 – Day of Week Analysis
• The Day of Week Analysis page displays Day of Week
numbers (Occupancy, ADR, and RevPAR) per month
for the last twelve months on the left side of the page
• There are columns for each day and rows for each
month and a subtotal for Total Month numbers
• On the right side of the page, there are Day of Week
numbers by year for the last three years
• To perform a Day of Week analysis farther back in
time, you can work with the raw daily data
Day of Week Analysis
Application – Graphing Day of Week data
Occupancy by Day of Week for the last three years
80
80
70
2009
2010
2011
79
78
77
75
73
73
71 72
71
67
67
75 75
72
66
64
60
60
53
50
45 45
40
Sun
Mon
Tue
Wed
Thur
Fri
Bar graphs are great to compare things like days of week over time
Sat
Application – Graphing Day of Week data
ADR by Day of Week for the last three years
145
143
2010
140
140
140
140
139
139
138
137
135
135
133
134
132
132
131
130
2011
141
141
140
2009
143
131
130
Fri
Sat
129
125
Sun
Mon
Tue
Wed
Thur
Note the differences from year to year for each day of week
8 – Daily Raw Data
• The Daily Raw Data page displays values and percent
changes for Occupancy, ADR, RevPAR, Supply,
Demand, and Revenue per day for the date range
selected
• There are columns for Date, Day (number), Month
(number), Year, Day of Week (name), and Week
(number) to facilitate sorting and subtotaling
• There are columns for Census Props and Rooms (the
total number of hotels selected) and for STAR
Participants (the percentage of hotels that submit
STAR data based upon number of rooms)
Daily Raw Data
Application – Graphing Daily data
Occupancy, ADR, and RevPAR Daily Values for January
160
Occupancy (%)
ADR ($)
RevPAR ($)
140
120
100
80
60
40
20
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
Daily data will show greater detail, such as weekends & special events
31
9 – Weekday / Weekend Trend
• The Weekday/Weekend Trend page displays separate
values and percent changes for Occupancy, ADR, and
RevPAR for both weekdays and weekends per month
for every month in the date range
• There is also a monthly total number for perspective
• There are additional columns that display separate
Supply, Demand, and Revenue Share numbers for
both weekdays and weekends
• There are subtotals for Annual and YTD numbers
Weekday / Weekend Trend
Application – Graphing Weekday/Weekend data
Occupancy by WD/WE for the last three years
80
70
78
2009
2010
2011
74
73
73
70
67
65
65
61
60
50
40
Weekday
Weekend
Total
Weekday/weekend data helps compare business & leisure travel
Application – Graphing Weekday/Weekend data
ADR by WD/WE for the last three years
145
2009
2010
2011
141
140
140
139
139
138
135
135
132
131
130
130
125
Weekday
Weekend
Total
Note the year-over-year differences again for Weekday vs. Weekend
10 – Quarterly Results
• The Quarterly Results page displays separate values
and percent changes for Occupancy, ADR, RevPAR,
Supply, Demand, and Revenue for each quarter for
every year in the date range
• Quarters are only displayed when all three months of
data are received
• There are subtotals for Annual numbers
Quarterly Results
11 – Monthly Segmentation Data
• The Monthly Segmentation Data page displays
metrics for Segmentation numbers: Transient, Group,
and Contract
• The section on the left displays values for Occupancy,
ADR, and RevPAR
• The section on the right displays the corresponding
percent changes
• There are subtotals for Annual and YTD numbers
Monthly Segmentation Data
Application – Graphing Segmentation data
Group and Transient Occupancy Values
50
Group Occupancy (%)
Transient Occupancy (%)
45
40
35
30
25
20
15
2009
2010
2011
Valuable to compare Group vs. Transient metrics: Occ, ADR, Demand
2012
Application – Graphing Segmentation data
Group and Transient ADR Values
160
Group ADR ($)
155
Transient ADR ($)
150
145
140
135
130
125
120
115
2009
2010
2011
For example, note where Group ADR is greater than Transient ADR
2012
12 – Monthly Segmentation Raw Data
• The Monthly Segmentation Raw Data page is very
similar to the prior page
• There is a single column for Supply, since supply for a
hotel is not segmented. There are separate Demand
and Revenue columns for Transient, Group, and
Contract
• The section on the right displays the corresponding
percent changes
• There are also Census Props, Rooms and Percent
Participation columns
Monthly Segmentation Raw Data
13 – Raw (Monthly) Data
• The Raw Data page displays values and percent
changes for Occupancy, ADR, RevPAR, Supply,
Demand, and Revenue per month for the date range
selected
• There are also Census Props, Rooms and Percent
Participation columns
• This page displays the monthly data in a way that
makes it very easy to create graphs on the values or
the percent changes
Raw Data
Application – Graphing Monthly Raw data
Occupancy, ADR, and RevPAR Monthly Values
Occupancy (%)
150
ADR ($)
RevPAR ($)
130
110
90
70
50
2009
2010
2011
Raw data shows more monthly detail vs. Running 12-month data
2012
14 – Classic Page
• The Classic page displays metrics in a traditional
format
• Values and percent changes for Occupancy, ADR,
RevPAR, Supply, Demand, and Revenue are
displayed in separate columns and rows correspond to
each month in the date range
• There are Census Props, Rooms and Percent
Participation columns
• There are subtotals for Annual and YTD numbers
Classic Page
15 – Response Page
• The Response page displays a list of all hotels that
are selected for this Trend
• The report shows the STR number, name, city, state,
zip, affiliation date, open date, and number of rooms.
There is a column that shows whether the hotel has
had a Room Add or Drop during the date range.
• There are columns that indicate whether each hotel
submitted monthly (empty circle) or daily data (filled in
circle) for the last three years
• There are totals for properties and rooms
Response Page
Additional Trend Pages
• There is a Segmentation Response page (tab 16) that
is identical to the prior tab except it shows whether the
selected hotels submitted Group, Transient, and
Contract data
• There is a Help page (tab 17) that displays
Methodology and Glossary information
• There is a Terms and Conditions page (tab 18) that
lists rules and disclaimers related to Trend reports
Questions
• What is the difference between a STAR report and a
Trend report?
• Describe the options for selecting hotels when it
comes to a Trend report
• Identify the different types of data available on a Trend
report and the uses of that data
• Demonstrate the ability to graph data found in a Trend
report
Pipeline Reports
What is a Pipeline Report?
• Pipeline Reports display statistics on existing hotels,
hotels under construction and projects in planning for an
area
• Reports include property detail on existing hotels and
project detail on all pipeline projects
• Reports also show changes to existing supply, including
opens, closes, room adds/drops, and conversions over
time
Pipeline Stages
• Hotels that are in the Pipeline are referred to as
“Projects”
• There are four different stages in the Pipeline:
– Under Construction – ground has been broken, or the owner is
finalizing buds on the prime (general) contract
– Final Planning – the project will go out for bids or construction will
start within 4 months
– Planning – initial approvals have been granted
– Pre-Planning – no architect has been selected
Requesting a Pipeline Report
• When requesting a Pipeline Report, you can specify a
country, state, market or tract
• To request a Pipeline Report, you can email the Trend
department:
[email protected]
• Professors from schools who are members of the
SHARE Center can also email:
[email protected]
[email protected]
Introduction to a Pipeline Report
• Pipeline Reports are delivered via email. They are
Excel workbooks with multiple tabs or pages
displaying the various information and the different
types of metrics
• The next slides with step through all the various pages
in a Pipeline report and describe all the information
included on each page
• Pipeline Reports are an important part of a thorough
feasibility study, impact analysis, or development
project
Pipeline Table of Contents
• The Table of Contents displays the name of the
market, tract, state, or country
• There is a report Publication (creation) Date
• The Table of Contents lists each tab or page included
Pipeline Report – Table of Contents
2 – Supply Summary
• The Supply Summary shows overview information
• The Historic Supply tables display the number of
Hotels and Rooms in the geographic area. The
counts are broken down by each of the Scale
segments and for each of the last 5 years.
• The Pipeline Project tables display the number of
Projects (hotels) and Rooms that are Under
Construction or in the three different Planning stages
• The graphs show current rooms, both existing and in
the Pipeline
Supply Summary
3 – Pipeline by Brand Summary
• The Pipeline by Brand Summary shows Hotels and
Rooms by Brand and by Scale for the geographic area
• Numbers are broken down by Existing Supply (for
over a year), Recently Opened (within a year), Under
Construction, Final Planning, Planning, and PrepPlanning
• There are subtotals for each Chain Scale group
• Just a subtotal appears for Independent hotels
Pipeline by Brand Summary – part 1
Pipeline by Brand Summary – part 2
4 – Supply Changes
• The Changes to Existing Supply by Brand page shows
changes to Supply by number of rooms for two time
periods: the last 12 months and the last 60 months (1
year and 5 years). Numbers appear by brand with
subtotals by Scale.
• The first column shows Existing Supply (the number of
rooms) at the beginning of the time period
• The next section details the Adds including:
– New Builds – new open
– Conversions In – affiliation change to different brands
– Rooms Additions – expansion of existing hotel
More on Supply Changes
• The second section details the Removed Rooms
including:
– Closed
– Conversions Out – affiliation change
– Rooms Removed – room drop, convert rooms to different use
• There is a column showing the Net Gain or Loss of
rooms. The last column shows the Existing Supply
(number of rooms) at the end of the time period
• This data provides a valuable perspective on the
history of an area. It is possible to track hotels that
convert out of one brand and into another, by following
the number of rooms.
Changes to Existing Supply by Brand – part 1
Changes to Existing Supply by Brand – part 2
5 – Data by Property
• The Data by Property page lists each hotel (existing,
under construction, or closed) and each project (hotel
in planning) in the area by Scale
• Columns show the following property information:
–
–
–
–
–
–
–
Scale
-- Stage (Open, UC, …)
STR ID
-- Hotel Name
Brand
-- Number of Rooms
Address
-- Phone Number
Meeting Space (total and largest)
Open Date (either Actual or Anticipated)
Date Closed
Data By Property – part 1
Data By Property – part 2
6 – Construction Pipeline
• The Construction Pipeline page lists each hotel under
construction or in planning with detailed project
information
• Fields include:
–
–
–
–
–
–
–
STR Project ID
-- Stage (Open, UC, …)
Projected Opening Date
-- Number of Rooms
Market and Sub0Market (tract)
-- Location (Address)
Hotel Name
-- Brand
Owner/Developer Name, Address, Phone, and Fax
Architect Name, Address, Phone, and Fax
Notes – related to construction or permits
Construction Pipeline – part 1
Construction Pipeline – part 2
Additional Pages
• There is a Glossary page that displays definitions of
pipeline related terms
• There is a Terms and Conditions page that lists rules
and disclaimers related to Pipeline reports
Questions
• Define the various Pipeline stages
• Describe the options for requesting a Pipeline report
• Identify the different types of data available on a
Pipeline report and the uses of that data
• Demonstrate the ability to track conversion activity on
the Changes to Existing Supply page
Custom HOST Reports
What is a HOST Report?
• A HOST Report displays annual Profit and Loss
information, including Revenue, Expense, and Profit
accounts
• A HOST report displays P&L data for a single year. It is
possible to obtain reports for multiple years.
• There is a slightly different version of the report for FullService versus Limited Service. The Full-Service report
includes numbers related to the operation of a restaurant.
Hotels that just offer complimentary breakfast are not
considered “Full-Service”.
Requesting a HOST Report
• When requesting a HOST report, you can specify a
standard industry segment, a group of properties based
on countless variables, or a user-defined set of individual
hotels
• It is possible to request a HOST Participation Report that
lists the hotels that submit HOST data in an area
• Since there are separate Full-Service and LimitedService reports, you want to select hotels accordingly or
you will need to get two reports
Who Uses HOST Reports?
• The HOST report provides valuable data. A Trend report
shows the performance metrics (Occupancy, ADR,
RevPAR for a group of hotels.
• A HOST reports shows profitability information for a
group of hotels. You can track additional revenue
amounts, beyond Room Revenues. You can also track
various expense amounts.
• HOST reports can be used in the process of a feasibility
study. They can also be an important part of a valuation
process.
Introduction to HOST Reports
• HOST Reports list standard P&L accounts:
– Revenue: Rooms, Food, Beverage, Other F&B, Telecommunications,
Other Operated Depts, Rentals and Other Income, Cancellation Fees
– Departmental Expense: Rooms, F&B, Telecom, Other Operated Depts
& Rentals
– Departmental Profits: same as above
– Undistributed Operating Expenses: Administrative & General,
Marketing, Utility Costs, Property Operation & Maintenance
– Gross Operating Profit: then Franchise Fees, Management Fees, and
Income Before Fixed Charges
– Selected Fixed Charges: Property Taxes, Insurance, Reserve for
Capital Replacement
– Amount Available for Debt Service
Introduction – More Accounts
• Additional P&L-related information appears at the
bottom:
– Supplemental Payroll Analysis: Rooms, Total Food & Beverage,
Telecommunications, Other Operated Depts, Administration &
General, Marketing, Property Operations & Maintenance
– Supplemental Food & Beverage Information: Cost of Food Sales, Cost
of Beverage Sales, Food & Beverage Payroll, Food & Beverage
Other Expenses
• For detailed definitions of each account, refer to the
Uniform Systems of Accounts for the Lodging Industry
(10th) Edition
Introduction – Key Metrics
• For each of these accounts, the HOST Report displays
three different metrics:
– Ratio to Sales (RTS) – the total Revenue or Expense divided by
the total amount of Sales (Total Revenue) in most cases. The
Ratio to Sales for Departmental Expenses and Profits (Rooms,
F&B, Telecom) are based on the respective revenues.
– Amount Per Available Room (APR) – the total Revenue or
Expense divided by the number of rooms in the hotel
– Amount Per Occupied Room (APO) – the total Revenue or
Expense divided by the total annual number of occupied rooms
for the hotel
HOST Table of Contents
• The Table of Contents page includes the date range of
the data. This will be a single year.
• You will see either “Full-Service” or “Limited Service”
• There is a Name of the HOST report, describing the
hotels selected
• There is a Creation Date, indicating when the report was
generated
• The Table of Contents lists each tab or page included
Custom HOST Report – Table of Contents
Tab 2 Custom
HOST
Report
Data
page
(Full
Service)
Tab 2 Custom
HOST
Report
Data
page
(Limited
Service)
Values for F&B
accounts are all
“0” or blank
Revenue, Departmental Expenses & Profits
Undistributed Operating Expenses, GOP (Gross Operating
Profit), Fees, IFBC (Income Before Fixed Charges), Fixed
Charges, Amount Available for Debt Service
Supplemental Payroll Analysis, Supplemental Food &
Beverage Information
Tab 3 – Response Page
• The Response page displays a list of all hotels that
are selected for this Custom HOST Report
• The report shows the STR number, Name, Address,
City, State, Zip, Number of Rooms, APR (Average
Published Rate), Price Level, Chain Scale, Year
Open, and Location.
• There are totals at the bottom for properties and
rooms
Response page
Tab 4 – Help Page
• The Help page provides detailed definitions of all the
different accounts
• There are sections for Revenues, Departmental
Expenses, Undistributed Operating Expenses, and
Fixed Charges
WW Annual Profitability Report- Table of Contents
Tab 2 WW
Annual
Profitability Report
Revenue & Departmental Costs
Undistributed Operating Expenses & Additional
Information
Questions
• Define the various types of information, including
accounts and metrics (RTS, APR, and APO) displayed
on a Custom HOST Report
• Describe the options for requesting a HOST report
• Compare a Trend report to a HOST report
• Describe the uses of HOST data
• Demonstrate an ability to do the math and reconcile
numbers on a HOST report
Additional Ad-Hoc
Reports & Data Files
What is a Census Database File?
• A Census Database file provides attribute information for
hotels. This is different than performance or P&L data.
• There are nearly 100 fields of hotel information: name,
address, and phone, geographic and non-geographic
attributes, rack rates, meeting space, amenities,
affiliations, dates, and latitude/longitude
• The file can provide valuable information about hotels in
an area. This can be part of a feasibility project or a
market overview. This data is also used by vendors who
are marketing to the hotel industry.
Census Database Fields – complete list
Property Name
Physical Address 1
Physical Address 2
Physical City
Physical State
Physical Postal Code
Physical Country
Mailing Address 1
Mailing Address 2
Mailing City
Mailing State
Mailing Postal Code
Intl Dialing Prefix
Telephone Number
Fax Number
Email
Website
Open Date (YYYYMM)
Affiliation Date (YYYYMM) Affiliation
Chain ID
Parent Company Name
Owner Company Name
Owner ID
Management Company Name
Management ID
Asset Management Company Name
Asset Mgmt ID
Membership Company1 Name
Membership Co1 ID
Membership Company2 Name
Membership Co2 ID
Membership Company3 Name
Membership Co3 ID
Guest Rooms
Suite Rooms
Total Rooms
Type-All-Inclusive
Type-All-Suite
Type-B&B/Inn
Type-Boutique
Type-Condo
Type-Conference
Type-Convention
Type-Corporate Housing
Type-Lifestyle
Type-Timeshare
Amenity-Bar/Lounge (Y/N)
Amenity-Beach (Y/N)
Amenity-Casino (Y/N)
Amenity-Exercise Room (Y/N)
Amenity-Gift Shop (Y/N)
Amenity-LEED Certified (Y/N)
Amenity-Marina (Y/N)
Amenity-Parking Garage (Y/N)
Amenity-Retail Space (Y/N)
Amenity-Restaurant (Y/N)
Amenity-Shuttle (Y/N)
Amenity-Ski (Y/N)
Amenity-Spa (Y/N)
Amenity-Water Park (Y/N)
Amenity-Wi-Fi (Y/N)
Amenity-Golf (Y/N)
Amenity-# Golf Holes
Amenity-Pool (Y/N)
Amenity-# Pools
Market
Tract
County
Latitude
Longitude
Region
Subcontinent Name
Continent Name
MSA Name
Total Meeting Space
Largest Meeting Space
# Floors
Interior/Exterior Corridor
Location
Tier
Size
Chain Scale
Class
Requesting a Census Database File
• When requesting a Census Database File, you can
specify a standard industry segment, a group of
properties based on variables, or a user-defined set of
individual hotels
• Census Database Files are available for US and WW
(non-US) hotels. Remember STR tracks additional
hotels beyond ones that submit performance data.
• The data file is provided in an Excel format so that you
can manipulate the data as desired
Census Database File
Property and Room Counts
• It is possible to obtain property and room counts for
groups of hotels. This can be a very informative part of a
market overview
• You can select a geographic area, such as country, state,
or market. You can also select one or more subtotals, for
example: Total US by State and Market, State by Scale
and Brand, or Market by Location
• The Count Report displays number of properties and
rooms for Census (all hotels) and Sample (ones that
submit data to STR)
State of Tennessee by Market and Tract
Nashville Market by Brand
Ad-Hoc Industry Data Files
• Ad-hoc industry data files can be helpful when a user
needs historic data (range of time periods) for a variety of
US or WW industry segments
• The user can select the industry segments (markets,
tracts, counties) and the date range (start/end
month/day). You could also select the time period
(current month, YTD, running 3 or 12-month)
• Raw data can be provided in Excel format. This option is
not as attractive as a Trend report, but can be used when
a volume of data is needed for research or analysis.
Contents of Ad-Hoc Industry Data Files
• Ad-hoc industry data files contain raw data: Supply,
Demand, and Revenue. You can use these to calculate
Occupancy, ADR, and RevPAR.
• There are also fields for Description (of the industry
segment) and Date (either month in YYYYMM format or
day in YYYYMMDD format)
• There are fields for Industry Segment ID (TR00=tract,
CY00=county, MASC=market scale) and for the Primary
Segment (6-number code for geographic segment) and
for the Secondary Segment (1-number code for the
Scale, Location, or Class)
Nashville Tracts – Monthly Data for 2011
Nashville Market Scales - Daily Data for Holiday 2010 & 11
Tennessee Counties - Monthly Data for Summer 2011
Forecast Reports
• STR generates monthly Forecasts Top 25 US markets
and 42 WW markets
• These reports provide annual, quarterly, and monthly
forecast numbers for Supply, Demand, Revenue,
Occupancy, ADR, and RevPAR
• There is a page that compares recent historic
performance to forecasted performance
• There is a page that shows Forecast Evolution and the
attributing factors
• Additional pages display Market Rankings, Macro
Forecasts for the US, and US Economy information
Forecast Report – Table of Contents
Recent Performance
Forecast Summary – Annually & Quarterly
Forecast Summary – Monthly At a Glance
Forecast Comparison
Questions
• Briefly describe some of the additional ad-hoc reports
and data files
• Describe some of the additional information that is
available
• Identify possible uses of this data
Questions?
Steve Hood
[email protected]
615-824-8664, extension 3315
www.strglobal.com

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