Corporate Reports and Data Files

The SHARE CenterSupporting Hotel-related Academic Research and Education

Table of Contents

• Introduction

• Corporate Reports

• Data Files

• Methodologies

Introduction

How do Corporate Reports differ from STAR Property Reports?

• The STAR Reports are generated for individual hotels and compare the subject property to the competitive set and to various industry segments

• These reports are usually emailed to a list of email addresses that are supplied by each company. Addresses may include hotel staff as well as regional and headquarter staff

• Sometimes STR sends the STAR reports to the corporate headquarters for them to post on their internal web site, so that hotels can access them there.

Intro to Corporate Reports

• In addition to the STAR Reports, STR generates a substantial volume of corporate reports and data files that provide additional information to corporate management of the hotel companies

• There are usually departments or staff within these companies that analyze this data. They may be related to “business intelligence” or “data analytics”

Foundations Related to Corporate Reports

• All the same STAR Report foundations apply to Corporate Reports, including:

– Geographic and non-geographic categorization

– Affiliation definitions

– Competitive sets

– Hotel industry metrics

– Date and time definitions

– Segmentation and Additional Revenue definitions

Corporate Reports and

Data Files

Corporate Reports

• Index reports list each hotel in a company with

data for a specific time period, comparing the

subject hotel to either the comp set or an industry

segment, with grand totals and subtotals

• Summary reports compare a group of subject

hotels to some other group of properties (comp

set, industry, corporate comp), utilizing various

aggregation methodologies

US Monthly Index Report - Table of Contents

Index Report - Monthly numbers

Properties in a company subtotaled by brand

Corporate Data Files

• Companies receive a huge number and a huge variety of raw monthly and daily data files

• Different types of data:

– Industry data, multiple segments

– Property versus comp set and/or industry data

– Chain (or company) versus aggregated comp set or industry data

– Census, affiliation, or participation information

Corporate Property Data File

Monthly data for subject property, comp set, tract scale, tract, and market

Additional Topics

• Comp set composition

• Comparing brands

– Scale

– Aggregated comp sets

– Corporate Comp Sets

• Methodologies

– Portfolio weighting

– Exclude duplicates or same brand in standard comp sets

Questions?Steve Hood

steve@str.com

615-824-8664, extension 3315

www.strglobal.com