ENTER2019

1. © 2016 STR. All Rights Reserved.
Smart Hotels of Today and Tomorrow

2. © 2016 STR. All Rights Reserved.
Smart Hotels of Today and Tomorrow
Peter Palicz
Chief Business Development Director,
TMRW.life & KViHotel, Budapest, Hungary
Dimitrios Bulhalis
Professor and Head of Department of
Hospitality and Tourism, Bournemouth
University, UK
Stelios Filippides
Customer Experience & Marketing Director,
Aliathon Resort, Pafos, Cyprus
Steve Hood

3. © 2016 STR. All Rights Reserved.
Smart Hotel
ENTER 2019
January 31 - Nicosia, Cyprus
Steve Hood, Sr. VP of Research, STR
Founding Director of the STR SHARE Center
Supporting Hospitality-related Academic Research and Education
shood@str.com
iers

4. Smart Hotelier – challenging to find
an accurate definition
• Hotelier – who?
‒ Industry professional
‒ Graduate
‒ Educator (speaker support)
• Skills – specifics?
‒ Operations
‒ Leadership
‒ Revenue Management
‒ Data Analysis
‒ Accounting
‒ Tourism Management

5. © 2016 STR. All Rights Reserved.
Huge amount and wide variety of H&T data that a
“smart hotelier” needs to be familiar with:
• Benchmarking data (STAR Report)
• Forward looking, reservations, BOB
• Rate/pricing data
• Channel/distribution
• Profit (TRevPAR)
• Development data
• Social media data

6. How does academia increase the “smartness”
of hoteliers and the hotel industry?

7. © 2016 STR. All Rights Reserved.
Goal #1 – Increase Quality of Academic Research
• Help identify industry needs (proactive)
• Make data available to academic researchers
‒ Large volumes, multiple types, extended history
‒ Additional data sources, connections
‒ Enable correlations (3rd party data with performance data)
• Help increase industry relevance of research
• Support H&T research centers
• Communicate findings, bridge the gap
SHARE News Now & www.HotelNewsNow.com

8. © 2016 STR. All Rights Reserved.
Types of Hospitality & Tourism Data Available
Types of
Data
Metrics Time
Periods
Historic Selection Options
Performance Occ, ADR, RevPAR, Rooms
Available & Sold, Revenue
Monthly,
Daily
Back to
1980s
Any user-defined
group of 4+ hotels
Business/
Leisure perf.
Same Monthly Same Same
Group/
Transient perf.
Same Monthly,
Daily
Same Same
Profitability Additional Revenues,
Expenses, Profits
Annual Back to
1990s
Same
Development Hotels & Rooms Opened
(Historic) or Projected to
Open (Future by Phases)
Monthly Back to
1980s
Any user-defined
Market or Country
Industry Stats Hotels & Rooms by various
Subtotal fields (Geo., Chain)
Monthly Same Same
Census Hotel Attributes, History Monthly Same Any hotels
Forecast Projected Performance Monthly N/A 75 major Markets
Property Same as performance M or D 1980s special

9. © 2016 STR. All Rights Reserved.
Goal #2 – Increase Quality of Experiential
Learning
• Educators need industry relevant data
‒ Timely
‒ Global
• Support for different types of student projects
‒ Hospitality
‒ Tourism
‒ Meeting and Events
• Collaborative training and professional certifications
‒ CHIA – foundations, terminology, formulas, reports
‒ CAHTA – advanced analytics, H&T industry research

10. © 2016 STR. All Rights Reserved.
• Beyond the CHIA, comprehensive step-by-step approach to
conduct typical industry research
• Emphasis on hands-on skills, research projects, visualizing
data and professional presentations.
• Modules include How to Conduct a Market Study, Impact
Analysis, Economic Analysis and Feasibility Study.
• Students must pass exam and complete a project.
Participants will have a portfolio to take to interviews.
• Customizable by a school, hospitality or tourism tract.
• Input from international academics and industry experts.
New – “Certification in Advanced Hospitality
&Tourism Analytics” (CAHTA)

11. © 2016 STR. All Rights Reserved.
Goal #3 – Promote Analytical Skills
• Foundations
‒ Terminology, players, formulas, methodologies
‒ Types of data/reports, research, analysis
• Data analysis and visualization tools
‒ Excel
‒ BI
‒ Tableau
• Next step - work with academia to provide tool
related training using H&T data

12. © 2018 STR. All Rights Reserved.
Microsoft Excel - line charts are useful
But, what if…
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
$200
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Daily RevPAR Performance
Property Comp Set

13. © 2018 STR. All Rights Reserved.
Bandwidth Reports
…you take it up a notch, enhanced applications …

14. © 2018 STR. All Rights Reserved.
RevPAR Matrix
…and continue improving, Dynamic scatterplots using VBA

15. © 2018 STR. All Rights Reserved.
Microsoft Power BI - Effect of Oil Market on
the Hotel Industry
The perks:
• Variety of
charts,
including
maps!
• Easy
interactive
functional-
ities
• Better
looks

16. © 2018 STR. All Rights Reserved.
Effect of Oil market on Hotel Industry
Interactivity = analysis

17. © 2018 STR. All Rights Reserved.
Tableau - Events Database Report
Use of custom shapes

18. © 2018 STR. All Rights Reserved.
A different kind of scatterplot

19. © 2018 STR. All Rights Reserved.
Events Database Report
Filters, bar charts, and radial searches

20. © 2018 STR. All Rights Reserved.
Pipeline & Brands
Heat maps, and charts as filters

21. © 2018 STR. All Rights Reserved.
Mapping
Natural
Disasters –
Part I
Interactive dashboards
• Uploading to Tableau
Public
• Embed/share via
website
• Custom shapes

22. © 2018 STR. All Rights Reserved.
Mapping Natural
Disasters – Part II
Using spatial files
• ArcGIS data for fire
perimeters
• NOAA data for hurricanes

23. © 2018 STR. All Rights Reserved.
More Maps
Radial searches for census and pipeline, and other tweaks: custom
shapes, use of parameters & filters, also distance calculations

24. © 2018 STR. All Rights Reserved.
Add some
Adobe
Illustrator/
Photoshop
magic…

25. © 2018 STR. All Rights Reserved.
And beyond - Sankey Chart

26. © 2016 STR. All Rights Reserved.
Training Topics
• Analytical Foundations
• Hotel Math Fundamentals
• Improving Property Performance
• Hospitality and Tourism Data and Research
• Analyzing a Tourism Destination (Market Study)
• Analyzing a Meeting or Event (Impact Analysis)
• Hotel and Tourism Economics
• How to Conduct a Feasibility Study (Development)
• Hospitality and Tourism Future Trends – what’s hot?
• Worldwide Survey of the Hotel Industry
• Revenue Management (in progress)
• Accounting related (in progress)

27. © 2016 STR. All Rights Reserved.
Analytics Related Certifications
Certification
Name
Abbre
viation
Target
Audience
Cost
(USD)
Cost
Developing
Country
Year
launched
Exam
(number of
questions)
Time
(hours)
Comment
Certification
in Hotel
Industry
Analytics
CHIA Academic 75 40 2012 50 8-10 Most popular
certification, over
16,000Industry 300 200 2014
Hotel
Industry
Foundations
and an
Introduction
to Analytics
HIFIA Academic 60 30 2014 30 4-5 Light version of
CHIA for students
Certification
in Analytic
Essentials
CAE Industry 200 TBD 2018 30 4-5 Light version for
hotel managers,
STAR reports focus
Certification
in Advanced
Hospitality
and Tourism
Analytics
CAHTA Academic 195 TBD 2018 50 8-10,
not
including
project
Beyond CHIA, how
to do H&T
research, also
project deliverableIndustry TBD TBD 2019