Transcript TTT - Combined Workshop
Train the Trainer Series
Combined Workshop – STAR, Ad-Hoc, and Destination Reports
The SHARE Center
Supporting Hotel-related Academic Research and Education Steve Hood Senior 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 increase the connection between industry and the educational community
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, sample reports, publications, reference information, and the ability to request user-defined reports/data
Who is Smith Travel Research?
• Recognized leader in hotel benchmarking • Sample over 75% of total U.S. room supply (99% of chain hotels) and nearly 50% of total global room supply • Provide monthly, weekly, and daily STAR reports to over 42,000 WW hotels • Impartial, timely, confidential, and accurate
Benchmarking 101: my hotel vs. the competition
20% 10% 0% -10% -20% 7% 15% 20% 10% 0% -10% -20% -3% -10% Manager A A's Competitors Manager B B's Competitors Which manager gets the bonus?
(first in a “data vacuum”, and then with comp set data)
Who does STR serve?
• • • • • • • • •
Hotel Companies and Hotels
(most GM’s bonuses)
Convention & Visitor Bureaus, Tourism and travel organizations , Hotel associations
(endorsed by AHLA)
Developers, Consultants, Appraisers
(most bank loans)
Wall Street/Accounting firms, Financial institutions Media
(Wall St Journal, USA Today, …)
National & international hotel conferences
(keynotes)
Hotel vendors
(HBO, Sealy, Starbucks, …)
Educators
(schools around the world)
Government
(GSA, FEMA, BLS, DOE/HS, NPS, Commerce, …) Main customers are hotel companies, enabling us to serve many third parties including universities
A Little History of STR
• 1985 – founded, started collecting hotel attribute info • 1987 – started collecting monthly sales data • 1992 – started collecting data outside US, NA then WW • 1999 – started collecting daily data • 2008 – launched STR Global (offices in London, Singapore, Tokyo, Beijing, Dubai, Australia, Italy, Brazil, …) • 2008 – launched Hotel News Now –
free electronic news service, great for current events
(offices in Cleveland) • 2009 – RRC and STR Analytics (offices in Boulder) • 2009 – launched HDC/Hotel Data Conference • 2011 – launched the SHARE Center & HDC Europe
Just celebrated our 25 th anniversary
Hotel News Now
• Free electronic news service ( www.hotelnewsnow.com
) • Focus on data/performance, latest issues, & conferences; global emphasis also • Search capability for past articles • Great for current events, staying connected to Industry
Also Hotel Barometer, sales and valuation news
What data does STR track?
•
Hotel census data
– Attributes, geo. & non-geo. categorization, affiliations, & history – 52K hotels in US, and 95K additional WW hotels •
Rooms sales data
– Monthly & daily rooms available, rooms sold, & revenue – 29K hotels in US with data back to 1987, and 13K WW hotels – Segmented sales data (Group/Transient) for 4K (95% of Lux/Up) •
HOST (Profit & Loss) data
– 6K hotels in US with data back to 1999 and 2K WW hotels •
Pipeline data
– Hotels under construction and projects in planning
• • • • • • • • • •
Included in the SHARE Center
Training programs Train the Trainer sessions Sample reports Publications Ability to order ad-hoc reports Ability to generate Destination reports Access to articles and presentations STR Census database, hotel company info Help with research (data), reference info Campus visits, forums, communications I’ll go into more detail in each of these areas
• • • • • •
1.
Seven Training Programs:
How to Use STAR Property Reports Hotel Math 101 How to Use a Trend Report and Other Ad hoc Reports for Feasibility Studies How CVBs and Local Tourism Organizations Use Destination Reports US Lodging Industry and Local State and Market Overview (sample of TN and Nashville) STR Perspective on the Global Hotel Industry And more under construction
How does the training work?
• • • • • •
Training Programs are PowerPoint Presentations They include pages from live sample reports 75-100 slides 2-3 hours of training How to Use the STAR Reports SHARE Center Supporting Hotel-related Academic Research and Education You can personalize We would like to get your improvements and make them available to others Making improvements & additions now for this Fall
• • • • • • •
More Training Programs under construction:
Advanced Use of STAR Reports Intro to Forecasting Intro to Distribution Channels/OTAs How to Choose a Competitive Set?
Advanced Hotel Math with Excel component Use of STR Corporate Reports/Data Files Hotel Data Foundations and Methodologies Let me know if you have input or suggestions
2.
Train the Trainer Sessions
• • –
Four presentations: STAR Property Reports, Hotel Math 101, and Corporate Reports
–
Trend Reports and Other Ad-hoc Reports for Feasibility Studies
–
How CVBs and DMOs Use Destination Reports, also Industry/Local Market Overviews
–
Overview of STR Data Available for Research We will be presenting these at the summer ICHRIE conventions and at regional locations in the Fall & Spring
3.
Comprehensive Set of Sample Reports
• • •
A.
Property Reports
–
Three different types of reports: Monthly STAR Report
– – –
Weekly STAR Report Annual HOST/P&L Report (also Daily STAR Report and WW version) Six different sample hotels - one each of the STR scale groups (Luxury, … Economy) Actual data, also Group/Transient pages Creating a larger set (24 hotels), great for class demonstrations or student projects
B.
Sample Ad-hoc Reports
• • • • • • • •
Trend Report Custom HOST Report Market Pipeline Report Forecast Report Census Database File Ad-hoc Industry Data File Property and Room Counts Actual data on the Nashville market Perfect for feasibility study projects or capstone courses
C.
Sample Destination Reports
• •
Sample Monthly and Weekly Templates showing all the pages available to a CVB or Local Tourism Organization
– – – – – –
Live reports that are actually received by actual CVBs around the world: Chicago Dallas Toronto Charlotte Caribbean - - - - Indianapolis Seattle St Louis Virginia Beach International samples also
1
San Diego CVB For the Month of June 2010 Table of Contents
Multi-Segment Market Multi-Seg Raw Top 25 Markets Trend San Diego, CA Trend Port Of San Diego Response Port Of San Diego Trend San Diego City Properties Response San Diego City Propert Trend Downtown Response Downtown Trend Island Area Response Island Area Trend I-15 Corridor Response I-15 Corridor Trend La Jolla Coastal Response La Jolla Coastal Trend Mission Valley, Old Town Response Mission Valley Trend UTC Area Response UTC Area TMD Trend Total TMD Response Total Help
Tab
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
United Kingdom
Blue Fin Building 110 Southwark Street London SE1 0TA Phone: +44 (0)20 7922 1930 Fax: +44 (0)20 7922 1931 www.strglobal.com
United States
735 East Main Street Hendersonville TN 37075 Phone: +1 (615) 824 8664 Fax: +1 (615) 824 3848 www.str.com
Date Created: Jul 17, 2010 See what kind of data major CVBs are looking at
• • •
D.
Sample Corporate Reports and Data Files
Examples of reports (index, summary, …) and data files (prop/comp set, industry, …) that are received by the headquarters of hotel companies around the world Creating a fictitious hotel parent company and a management company Demonstrate different practices and methodologies used by actual companies What kind of data hotel companies/HQs are looking at
•
United Kingdom
Blue Fin Building 110 Southwark Street London SE1 0TA Phone: +44 (0)20 7922 1930 Fax: +44 (0)20 7922 1931 www.strglobal.com
United States
735 East Main Street Hendersonville TN 37075 Phone: +1 (615) 824 8664 Fax: +1 (615) 824 3848 www.str.com
• •
4.
Publications
STR MONTHLY HOTEL REVIEW U.S. Hotel Industry Performance for the Month of: June 2010 Volume 10, Issue M6 Date Created: July 16, 2010 In this issue:
Translation Table U.S. Hotel Industry at a Glance Performance by Industry Segments Performance In Top 25 Markets Performance by State Glossary
Page:
2 3 4 5 6 7 •
Actual subscriptions
– – –
Three industry publications: Monthly Hotel Review (each mon) Weekly Hotel Review (each week) Annual HOST Study (2009 & 10) Delivered each week or month The HOST Study 2010 Data Tables for the Year 2009 Table of Contents Data Tables
Full Service Summary Ratios to Sales - by Region - by Location - by Size - by Price Amount Per Available Room - by Region - by Location - by Size - by Price Amount Per Occupied Room - by Region - by Location - by Size - by Price Limited Service Summary Ratios to Sales - by Region - by Location - by Size - by Price Amount Per Available Room - by Region - by Location - by Size - by Price Amount Per Occupied Room - by Region - by Location - by Size - by Price
Help/Definitions Tab
1 2 3 4 5 6 7 8 9 10 20 21 22 23 24 25 26 27 28 11 12 13 14 15 16 17 18 19
United Kingdom
Blue Fin Building 110 Southwark Street London SE1 0TA Phone: +44 (0)20 7922 1930 Fax: +44 (0)20 7922 1931
United States
735 East Main Street Hendersonville TN 37075 Phone: +1 (615) 824 8664 Fax: +1 (615) 824 3848 www.strglobal.com
Date Created: June 3, 2010 Overview of industry performance (US, Scales, Locations, Regions, Top 25 Markets) Segmentation versions available Different publications for non-US universities
Sample WW Publications
United Kingdom
Blue Fin Building 110 Southwark Street London SE1 0TA Phone: +44 (0)20 7922 1930 Fax: +44 (0)20 7922 1931 www.strglobal.com
Americas Hotel Review Americas Hotel Industry Performance for the Month of June 2010
Volume 10, Issue AM6 Date Created: July 20, 2010
In this issue
Global Performance (US Dollars) Country Performance (Local Currency) Country Performance (US Dollars) Market Performance (Local Currency) Market Performance (US Dollars) Market Performance Graphs World Regions Definitions
Page
2 3 4 5 6 7 8 9
United States
735 East Main Street Hendersonville TN 37075 Phone: +1 (615) 824 8664 Fax: +1 (615) 824 3848 www.str.com
• •
Global Hotel Reviews
Overview of industry performance Versions for Americas, Europe, Asia/Pacific, and Mideast/Africa
• •
Country Reports
Detailed performance within a country Available for 13 countries and groups including Canada, UK, Germany, China, India Great for Int’l Tourism, provide a non-US perspective
•
Additional Sample Pubs
Comprehensive Pipeline Outlook (United States) Data for end of June, 2010 Table of Contents
Pipeline Overview Pipeline Variance by Chain Scale & Phase Pipeline Chain Affiliation by Phase / Parent Comp Pipeline by Chain Affiliation & Phase Pipeline Changes to Existing Supply by Brand Pipeline by Region Top 26 Markets by Percent of Existing Supply Rooms Top 26 Markets by Chain Scale Top 110 MSAs Pipeline - Past 12 Quarters Brand's Percent of Active Pipeline by Rooms Pipeline by Year Open Pipeline Phase Progression Potential Conversion by Chain Affiliation & Parent Company
Tab
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 •
Pipeline Outlooks
Overview of pipeline activity, supply changes, conversions, and closes United Kingdom
Blue Fin Building 110 Southwark Street London SE1 0TA
United States
735 East Main Street Hendersonville TN 37075 Phone: +44 (0)20 7922 1930 Fax: +44 (0)20 7922 1931 Phone: +1 (615) 824 8664 Fax: +1 (615) 824 3848 www.strglobal.com
Publication Date: July 09, 2010 Versions for US, Canada, Carib/Mexico, C/S America, Europe, Asia/Pac, Mideast/Africa
• •
Forecasts
Estimates of future performance Available for 25 US and 44 WW markets Provide construction/development perspective, additional example of look into the future
5.
Access to Articles and Presentations
• • •
Hundreds of articles available on HNN, ( www.hotelnewsnow.com
) with a user friendly search capability Any industry presentations that STR conducts (national, international, or local) available in the “Presentations” section Updates on new initiatives (Spa STAR, CasinoSTAR, Bandwidth) Keep up on current events and latest industry issues
6.
Ability for professors to order ad-hoc reports
• • •
Any reports: Trend, HOST, Pipeline, Census Database files, Ad-hoc Industry Data file, Prop/Room Counts, plus one-time runs of publications or Forecasts For use in class or research Students can order as part of feasibility or capstone project, great experience Order for feasibility studies, projects, or class examples
7.
Ability for professors to create a personalized Destination Report
• • • •
Professor and class can view live reports from actual CVBs Then they can select a different destination, decide on various industry segments Then go through the setup process and start receiving regular reports Simulate CVB experience of reviewing performance over time, tracking events Great experience for Tourism classes, simulate a CVB
8.
Census Database for all the hotels in your state
• •
100 fields of information for each hotel in an Excel format Address, rooms, geographic and non-geographic categories, physical attributes, rack rates, dates, affiliations, historic, meeting space, restaurant, latitude/longitude, … Analyze hotel mix in a state or market, development use
9.
Hotel Company Database
• • •
Each school receives a comprehensive list of US and global hotel companies: parent companies, chains, management companies, owners, asset management companies, membership groups Excel file with multiple tabs for different types of information Includes stats on each company, offices, staff, properties, financial info, web site Review types of hotel companies, major players
10.
Valuable Reference Information
• • • • • • •
US & WW Chains & Scales Parent Companies & Brands Continents, Sub-continents, and Countries Regions, Markets, & Tracts Maps of Markets in your state Property & Room Counts: US by Brand, States by Markets STR Glossary and FAQs Lots more, all kept up to date
Additional SHARE Support:
• • • • • •
Help with research, including special requests and data needs, collaboration Regular communications and updates Campus visits and webinars Educator forums Faculty and industry interaction Exploring certification options
Welcome Package
• – – – – – – –
CD(s) with 14 folders full of resources: Ad-hoc Reports Census Database Destination Reports Forecasts Global Hotel Reviews HOST Hotel Company Database - - - - - - - Maps Pipeline Outlooks Property Reports Reference Documents Train the Trainer Training WW Country Reports
Welcome Package
• – –
Explanation and Instructions: Publications – weekly and monthly How to request ad-hoc reports Marilyn [email protected]
615-824-8664, ext
–
If you have questions or need help: Steve [email protected]
615-824-8664, ext 3315 Maria [email protected]
615-824-8664, ext 3326
–
SHARE Center Rules
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
• Create a US/country Industry Overview or a Local Market Overview (city, state, county, or other area) using data from ad-hoc reports • Use Excel and raw Trend data to manually calculate various metrics and reconcile data to key performance indicators on Trend reports • Simulate a CVB and create a user-defined Destination Report
Projects/Simulations continued
• Use various ad-hoc reports to perform a sample feasibility study or impact analysis, professor can assign various scenarios •
Simulate small chain or management company with portfolio of sample properties, review sample data
• 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
– –
Demonstrate knowledge of hotel math Demonstrate understanding of STAR reports