Train the Trainer Series

Introduction to Destination Reports used by CVBs, Industry Overviews

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

• Help to increase the quality and relevance of hotel-related education

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

• Research Possibilities

Training Programs

• Hotel Math 101

• Introduction to STR Destination Reports for CVBs and Local Tourism Organizations

• US Industry Overview & Local Market Overview

• Introduction to STR Trend Reports and Related Ad-Hoc Reports (for Feasibility Studies)

Training Programs continued

• The Global Hotel Industry – an STR Perspective

• An Introduction to Booking Channels and OTAs

• An Introduction to the Hotel Industry

Sample Reports

• Sample CVB Reports– Live reports from real CVBs in the US and around

the world, various types of markets– See what kind of data real CVBs are tracking and

receiving each month or week

• STR Destination Report templates– All the different pages/report formats that a CVB can

receive– Allows students to design their own

Sample Reports continued

• Sample Ad-Hoc STR Reports– Live data on the Nashville market– Trend Reports – monthly, daily, group/transient data– Custom HOST Reports – P&L data– Market Pipeline Reports – props UC & in planning– Forecasts – STR example – Ad-Hoc Industry Data Files– Property and Room Counts

• Sample Industry Publications (US & WW)

Reports Available Upon Request

• Professor (or student) can contact STR to set up a user-defined Destination Reports

• They can specify the pages (different data) and the industry segments or group of hotels to display

• Reports are delivered each month around the 18th (or each week on Wednesday morning)

• Students can track hotel performance over time

Reports Available Upon Request continued

• Professor (or student) can contact STR and request a variety of ad-hoc reports

• Standard Ad-Hoc Reports– Trend Reports – industry segment or group of hotels– Custom HOST Reports – for a group of hotels– Market Pipeline Reports – for a market or tract– Forecasts – top 25 US markets, 44 WW markets– Ad-Hoc Industry Data Files, Prop & Room Counts

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

• Create a US Industry Overview or a Local Market (state or city) Overview using data from ad-hoc reports

• Use Excel and raw Trend data to manually calculate various metrics and reconcile data to metrics on Trend reports

• Simulate a CVB and create a user-defined Destination Report

Projects/Simulations continued

• Use various ad-hoc reports to perform special studies, such as impact analyses, special events, weather-related incidents, tax issues

• Forecast performance for industry segments

• Brainstorming/feedback …

Research Possibilities

• STAR data for various industry segments or user-defined sets of hotels

• HOST data

• Pipeline data

• Collaboration and assistance

• Simulated property data – in the future

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

Questions and Suggestions?

Steve Hood

steve@str.com

615-824-8664, extension 3315