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Train the Trainer Series Introduction to the STAR Reports and Hotel Math 101

Train the Trainer Series Introduction to the STAR Reports and Hotel Math 101. 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.

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Train the Trainer Series Introduction to the STAR Reports and Hotel Math 101

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  1. Train the Trainer Series Introduction to the STAR Reports and Hotel Math 101 The SHARE Center Supporting Hotel-related Academic Research and Education Steve Hood Senior VP of Research, Smith Travel Research

  2. The Mission of the SHARE Center Provide thorough and timely data for academic research Provide comprehensive and relevant training materials for the classroom

  3. 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

  4. Training Programs Sample Reports Reports Available Upon Request Reference Information Projects/Simulation Exercises Related Research Possibilities Available Resources

  5. Training Programs Introduction to the STAR Reports Hotel Math 101 US Industry Overview & Local Market Overview The Global Hotel Industry – an STR Perspective

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. Projects/Simulations continued Simulate small chain or management company with portfolio of sample properties, review sample data Brainstorming/feedback …

  12. 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

  13. 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

  14. Questions and Suggestions? Steve Hood steve@str.com 615-824-8664, extension 3315

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