Randy Smith began studying and analyzing the lodging industry more than 25 years ago. With a strong background in research and a keen interest in technology, Smith had an idea: create a service that provides the best information on overall performance trends in the lodging industry... to the lodging industry.

STR's initial concept was to create a complete list of all properties in the United States and provide that list to suppliers in order to create districts and territories for their sales staff. And he's stuck with that 'concept' for more than a quarter of a century. Smith has always maintained that the data would only be used in generating aggregate reports, and that STR would never work as consultants or advisors in any way.

Reaching goals. Making hotels work better...

The promise? Absolute confidentiality. After legitimizing his goal, Smith created a database that tracked the performance of individual properties and compared them with the competition. With the support of a few key chains, STR launched the STAR program in January 1988. Today, STR obtains data from more than 24,500 properties each month. The STAR program has become THE source of information for chains and management companies. Along the way, lenders, appraisers, consultants and developers began using STR's aggregate data to assist in the performance of their jobs.

Today's data. Tomorrow's results.

By combining fresh, monthly data with STR's annual HOST study on revenues and expenses, STR maintains the largest, most comprehensive databases on current trends and the financial performance of the lodging industry.