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Q: Where does STR get their data?
A:
Each month STR collects performance data on over 24,500 hotels representing more than 2.9 million rooms. This data comes to us from chain headquarters, management companies, owners and directly from independent hotels. The data is audited for accuracy and checked for adherence to the STR reporting guidelines. We also collect daily performance data from over 20,000 hotels each week.
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Q: What data does STR collect from hotels?
A:
STR collects three pieces of data from over 24,500 hotels each month: rooms available for occupancy, rooms sold and room revenue.
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Q: Can I get an individual hotel’s data?
A:
No. STR takes every precaution to guarantee data confidentiality. Strict controls are maintained in each processing step to insure that data is handled correctly and responsibly. STR is forbidden to release individual hotel brand or company specific data. By meeting these strict requirements, STR has successfully conducted the STAR program since 1987.
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Q: How does STR find out about new hotels and changes to existing properties?
A:
STR has a Census department that is constantly cleaning and verifying our database. Each hotel in our US Census is contacted each year to corroborate information. Each of the lodging companies we have relationships with also informs us of new hotels and conversions in/out of their brand. We also get information from Convention and Visitors Bureaus, periodicals, consultant reviews and other relationships with development organizations.
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Q: What is the difference between Census Rooms and Sample Rooms?
A:
Census Rooms are the number of rooms as collected and stored in our US Lodging Census. Sample Rooms are hotels that send data to STR.
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Q: Does STR do any forecasting or analysis?
A:
As an independent third party, STR focuses on providing historic performance data only.
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Q: How can my hotel participate?
A:
If you are affiliated with a chain, please contact the chain headquarters to see about participation. Almost all major chains, management companies and owner groups have made provisions for their properties to participate.
For independent hotels, there are two ways to participate: For a small fee, STAR provides your performance data in comparison to a competitive set of your choosing. Also, STR’s FREE Lodging Survey provides to those hotels that submit data a market performance report. Please contact STR for pricing of the STAR report or to enroll in either program. Our Products section has more details and sample reports.
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Q: Is my data ever shown to anyone else?
A:
No. STR takes every precaution to guarantee data confidentiality. Strict controls are maintained in each processing step to insure that data is handled correctly and responsibly. STR is forbidden to release individual hotel or company specific data. All data is distributed in aggregate format.
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Q: Why do STAR reports come out a month late?
A:
With over 24,500 hotels participating, it takes STR 20 days after month-end to receive the data, and then another few days to process. Since many of the major chains have large portfolios, they need that much time to assemble all the data from each of their hotels, perform audits and then send it to STR.
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Q: Is my hotel capturing its fair share of rooms sold and revenue?
A:
STR’s Occupancy and RevPar Indexes are the best measurements of fair share. The RevPar Index indicates whether your property is getting 100% of the average revenue per available room generated by the hotel’s comp set. The Occupancy Index provides a similar measure for room demand.
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Q: Why does STR need last year’s data?
A:
We can then compute your year over year percent change.
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Q: Why is my percent change column blank?
A:
This column is blank if we do not have historical data on file for your property from the corresponding month or day last year.
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Q: My report has some questionable information, what should I do?
A:
If you are a branded hotel, please contact your chain or management company representative. Independent hotels should contact one of STR’s Research Analysts.
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Q: How can we change the distribution list for receipt of our property performance reports?
A:
Those branded hotels that receive their reports via email must contact your chain or management company to change the distribution list. Independent hotels should contact STR.
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Q: Is my hotel included or excluded from the Comp Set numbers?
A:
STR’s default is to include your hotel’s numbers in the Comp Set data on the monthly STAR reports. However, many chains have decided to exclude the subject prospects from the Comp Set. On the top of your report, under the headline, you will be able to determine whether or not your hotel is excluded from the set.
On daySTAR weekly and monthly reports, your hotel is always excluded from the comp set.
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Q: Why is my Comp Set’s percent change column blank?
A:
If we do not have last year data for the corresponding month or day for at least three of your comp set hotels, we are unable to process the percent change.
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Q: Why am I being compared to Tract Scale or Market Scale instead of Comp Set?
A:
We must receive data from four hotels in your selected set to calculate Comp Set numbers. If there are less than four, you will automatically first default to Tract Scale and then—if still insufficient—Market Scale. Please go to our Glossary for definitions of these terms. The top of your report, under the title, will allow you to determine which comparison is being made.
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Q: How can I change my Comp Set?
A:
Branded hotels must contact their headquarters to make any changes. Independent hotels simply contact STR. Please remember: all changes to the Comp Set must include at least two hotels to protect confidentiality.
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Q: What happens if a hotel in my Comp Set does not participate?
A:
STR is continually soliciting hotels to participate in our programs. For those non-reporting hotels, we estimate their performance at the average of the reporting hotels in the Comp Set. Please contact STR for more specific methodology questions.
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Q: How do I print news articles?
A:
You need to right click on the article and select "print". The regular print button in your browser may not work correctly.
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