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Train the Trainer Series
Introduction to the STAR Reports and Hotel Math 101
The SHARE CenterSupporting Hotel-related Academic Research and Education
Steve HoodSenior VP of Research, Smith Travel Research
The Mission of the SHARE Center
• Provide thorough and timely data for academic research
• Provide comprehensive and relevant training materials for the classroom
SHARE Center “in a nutshell”
• A partnership between Smith Travel Research and ICHRIE and beyond …
• Memberships available to schools around the world, reports and data tailored to location of university
• Provides training programs, samples, reference material and the ability to request user-defined reports/data
Available Resources• Training Programs
• Sample Reports
• Reports Available Upon Request
• Reference Information
• Projects/Simulation Exercises
• Related Research Possibilities
Training Programs
• Introduction to the STAR Reports
• Hotel Math 101
• US Industry Overview & Local Market Overview
• The Global Hotel Industry – an STR Perspective
Training Programs continued
• STR Corporate Reports and Data Files
• How to Choose a Comp Set
• An Introduction to Booking Channels and OTAs
• An Introduction to the Hotel Industry
• Advanced STAR Reports
Sample Reports
• Sample STAR Property Reports– Monthly, Weekly, and Daily STAR Reports– Group/Transient/Contract pages– Annual HOST Reports– Sample hotels from different scales and markets– Realistic data
• Sample Industry Publications (US & WW)
• Sample Raw Property and Comp Set Data
• Sample Corporate Reports and Data Files
Reports Available Upon Request
• Professor (or student) can contact STR and request a variety of reports
• Standard Ad-Hoc Reports– Trend Reports – monthly, daily, group/transient data– Custom HOST Reports – P&L data– Market Pipeline Reports – props UC & in planning– Forecasts– Ad-Hoc Industry Data Files, Prop & Room Counts
• User-Defined Destination Reports
Reference Information
• Census Database – hotel attribute fields
• Hotel Company Information – info and stats
• Parent Companies and Chains - list
• Scales and Chains - list
• Markets and Tracts – lists and maps
• Countries, Continents, and Sub-continents
• HNN – www.hotelnewsnow.com
Projects/Simulation Exercises
• Use STAR Reports to review performance of sample hotels, have students present findings
• Use Excel and raw property data to manually calculate various metrics and reconcile data to STAR reports
• Forecast performance for local industry segments
Projects/Simulations continued
• Simulate small chain or management company with portfolio of sample properties, review sample data
• Brainstorming/feedback …
Related Research Possibilities
• STAR data for various industry segments or user-defined sets of hotels
• HOST data
• Pipeline data
• Aggregated property and comp set data
• Simulated property data
• Collaboration and assistance
Additional Assistance
• Webinars and campus visits
• Regular Updates– Industry Performance – STR Presentations at national conferences– New developments (Booking Channel Study,
Bandwidth reports, Casino STAR reports)
• STAR Certification for students– Demonstrate knowledge of hotel math– Demonstrate understanding of STAR reports