The document outlines an agenda for developing competitive intelligence in the hospitality industry. It includes discussions on trends in the industry, featured speakers from major hotel companies, data available to hoteliers, pricing models, growth opportunities, and insights from booking channels. It also provides highlights on occupancy and rates for recent political conventions and the London Olympics.

1. How to Develop
Competitive Intelligence

2. Agenda.
• Competitive Intelligence in the hospitality industry
• A quick look at trends
• Featured speakers
• What data is available for hoteliers.
• Your pricing model
• Growth Opportunities
• Insights across GDS channels
• Tips & Tricks
• Q&A
If
you
have
ques-ons
throughout
the
presenta-on
please
message
them
to
the
event
host,
we
will
have
a
Q&A
session.
7/18/12 2

3. Highlights | Republican and Democratic
National Conventions
2012 2011 Variance 2012 2011 Variance
Date Committed Committed between 2011 Date Committed Committed between 2011
occupancy Occupancy and 2012 occupancy Occupancy and 2012
Sun Sep-02-2012 93.8% 16.1% +483.7% Sun Aug-26-2012 86.0% 10.6% +710.9%
Mon Sep-03-2012 96.8% 7.0% +1290.5% Mon Aug-27-2012 86.5% 12.5% +591.1%
Tue Sep-04-2012 97.0% 9.4% +937.6% Tue Aug-28-2012 86.4% 12.8% +574.1%
Wed Sep-05-2012 96.9% 13.2% +635.3% Wed Aug-29-2012 85.8% 12.3% +596.3%
Thu Sep-06-2012 95.7% 34.7% +175.6% Thu Aug-30-2012 85.1% 11.6% +631.8%
Fri Sep-07-2012 49.9% 44.6% +11.9% Fri Aug-31-2012 66.2% 17.1% +286.7%
Totals 88.4% 20.8% +324.6% Totals 82.7% 12.8% +544.0%
TravelClick data tracks approx 15,000 hotel rooms from 100 hotels in the Charlotte
market
TravelClick data tracks approx 18,000 hotel rooms from more than 115 hotels in this
market Tampa
*based on group commitments and individual reservations on the books as of 7/18/12 3
July 8th, 2012 compared to the same time last year.

4. Highlights | 2012 London Olympics
Variance
2012 2011
between Variance between
Date Committed Committed 2012 ADR 2011 ADR
2011 and 2011 and 2012
occupancy Occupancy
2012
Fri Jul-27-2012 81.5% 67.4% +21.0% £184.03 £116.99 +57.3%
Sat Jul-28-2012 81.0% 73.3% +10.5% £180.47 £112.63 +60.2%
Sun Jul-29-2012 76.1% 53.1% +43.3% £187.93 £113.45 +65.7%
Mon Jul-30-2012 80.0% 52.3% +53.0% £189.70 £116.25 +63.2%
Tue Jul-31-2012 81.0% 55.2% +46.7% £186.79 £116.57 +60.2%
Wed Aug-01-2012 81.0% 52.6% +54.0% £187.70 £117.27 +60.1%
Thu Aug-02-2012 80.4% 51.6% +55.8% £188.78 £113.37 +66.5%
Fri Aug-03-2012 81.3% 58.9% +38.0% £189.36 £104.27 +81.6%
Sat Aug-04-2012 82.3% 67.4% +22.2% £191.29 £105.22 +81.8%
Sun Aug-05-2012 76.7% 47.6% +61.2% £197.44 £108.77 +81.5%
Mon Aug-06-2012 78.9% 48.0% +64.3% £192.16 £114.53 +67.8%
Tue Aug-07-2012 79.3% 49.8% +59.2% £191.99 £117.17 +63.8%
Wed Aug-08-2012 76.9% 47.8% +61.1% £192.27 £117.24 +64.0%
Thu Aug-09-2012 74.4% 48.2% +54.2% £195.66 £115.44 +69.5%
Fri Aug-10-2012 71.9% 55.5% +29.4% £192.54 £106.00 +81.6%
Sat Aug-11-2012 72.4% 59.7% +21.4% £189.46 £103.45 +83.1%
Sun Aug-12-2012 60.3% 44.1% +36.7% £194.80 £104.15 +87.0%
Totals 77.4% 54.9% +41.1% £189.85 £112.10 +69.3%
*based on group commitments and individual reservations on the books as of 7/18/12 4
July 10, 2012 compared to the same time last year.

5. Highlights | Second Quarter
Online
booking
trends
con0nues,
to
include
business
travelers
Business
Transient
Booking
Trends
26%
(Occ)
14.8%
(ADR)
Q2
Online
Booking
Trends
(based
on
the
Q2
North
American
Distribu0on
Review)
*based on group commitments and individual reservations on the books as of 7/18/12 5
April 1, 2012 compared to the same time last year.

6. Competitive intelligence in the hospitality
industry.
Committed occupancy growth driven by the group segment showing a
committed room nights increase of 5.2%
For the third quarter of 2012, overall committed occupancy is up 6.8% year-over-
year for the top 25 markets
Committed occupancy for the group segment is up 5.6% and the transient
segment is up 9.9% compared to a year ago for Q3
The group segment ADR is up 6.0% and the transient segment ADR is up 7.5%
compared to a year ago for Q3
*based on group commitments and individual reservations on the books as of 7/18/12 6
June 3rd, 2012 compared to the same time last year.

7. Our Featured Speakers
7/18/12 7

8. Sloan Dean
Vice President of Sales and Marketing
Interstate Hotels and Resorts
Currently the Vice President of Sales and Marketing
at Interstate Hotels and Resorts, overseeing the total
revenue and profit of a portfolio of more that 170M.
Sloan’s experience includes corporate revenue
management for Noble Investment Group and global
distribution marketing for IHG’s Hotel Management
Group. He is an expert in customer segmentation,
retail pricing models, revenue management systems,
third party internet booking channels, pay-per-click
marketing and guides the portfolio in all market
strategies.
7/18/12 8

9. Kimberly Furlong
Vice President of Revenue Management
TPG Hospitality
Currently the Vice President of Revenue
Management for TPG Hospitality. Kimberly’s
experiences include extensive revenue management
leadership roles with Lodgian and Hersha
Hospitality. She is a proven leader in the Sales and
Revenue Management discipline with over 12 years
of successful multi-property and enterprise level
responsibilities with additional expertise in e-
commerce, channel distribution, and brand relations.
7/18/12 9

10. Sara Duggan
Senior Director, Business Intelligence
TravelClick, Inc.
Currently a Senior Director in Business Intelligence,
leading numerous product teams. Born and raised in
Southern Africa, she received her Post Graduate
degree in Business Hospitality at IHTTI Hotel School
in Switzerland. Sara previously worked as a
consultant in both Revenue Management and
Marketing. She has created and led the Revenue
Management and Distribution Departments for
Blackstone’s European properties.
7/18/12 10

11. Competitive intelligence provides you with
actionable insights to increase your hotel
revenue.
Price rooms…
Identify …with precision,
opportunities… to win the right
customers and
Target customers… maximize your
revenue
Take action…
7/18/12 11

12. What data is available for hoteliers.
Your historical and future data
Rates, bookings, groups, inclusions, etc.
Available industry outlooks
Smith Travel Data, TravelClick Perspective, local conventions visitors bureaus,
tourism organizations, etc.
News outlets, white papers, webinars
TravelClick Quarterly Webinar, Hotel News Now, Universities, VMF Leonardo
Business Intelligence Subscriptions
Smith Travel Data, TravelClick, RateTiger, etc.
7/18/12 12

13. Your pricing model.
7/18/12 13

14. 40% of major decisions are based not on facts
but on the manager’s gut*
©
CartoonStock.com
Sound familiar?
*
Accenture
©
2008

15. 6 KEY Pieces of Information/Data are needed
for Pricing
1. Prime Booking Window by Customer Segment by Sell Channel
2. Market Demand by Customer Segment by Sell Channel + Your Internal Forecast
3. Competitor Pricing
4. Competitor Behavior
5. How is your Consumer(s) booking? What times of the day are they booking?
6. Top 3 Purchase Factors for your Consumer(s)?
• Here’s the Top 5 Purchase Factors by Rank per the Epsilon Consumer Study:
1. Right Price
2. Convenient Location
3. Best Value
4. Discounted Rate
5. Features/amenities

16. Price Optimization – Single Product
Demand Demand Price
100 $0
100
80
rooms
@
$20
=
1,600 90 $10
80 $20
50
rooms
@
$50
=
$2,500 70 $30
60 $40
50 50 $50
20
rooms
@
$80
=
$1,600
40 $60
30 $70
20 $80
0 Price 10 $90
$0 $50 $100 0 $100
What is the With
infinite
capacity?
For
50
rooms?
Optimal Price? For
40
rooms?

17. Price Optimization – Two Products
Product
A Product
B
Demand
Price Price
$100 0 $400
What is the Optimal Price? $90 10 $360
With infinite capacity $80 20 $320
For Product A? $70 30 $280
For Product B? $60 40 $240
With 100 Rooms? $50 50 $200
50 Rooms? $40 60 $160
$30 70 $120
$20 80 $80
$10 90 $40
$0 100 $0

18. Price Optimization – Two Products
Demand Demand
Product A Product B
100 50 rooms @ $50 = 100 50 rooms @ $200 =
$2,500 $10,000
50 50
0 Price 0 Price
$0 $50 $100 $0 $200 $400
Optimal Price:
• For both infinite capacity and with100 Rooms, the optimal results
are at the mid-price point.
• But what is the answer for 50 rooms?

19. Price Optimization – Two Products, Shared Inventory
Product
A Product
B
Demand
Price Revenue Price Revenue
$100 $0 0 $400 $0
$90 $900 10 $360 $3,600
What is the Optimal Price?
$80 $1,600 20 $320 $6,400
 For product A?
 For product B? $70 $2,100 30 $280 $8,400
 With infinite capacity? $60 $2,400 40 $240 $9,600
 With 100 Rooms? $50 $2,500 50 $200 $10,000
 50 Rooms? $40 $2,400 60 $160 $9,600
$30 $2,100 70 $120 $8,400
$20 $1,600 80 $80 $6,400
$10 $900 90 $40 $3,600
$0 $0 100 $0 $0

20. Price Optimization – Two Products, Shared Inventory
Demand
Product
A Product
A Product
B
Demand
Price Revenue Price Revenue
$100 $0 0 $400 $0
$90 $900 10 $360 $3,600
10 $80 $1,600 20 $320 $6,400
$70 $2,100 30 $280 $8,400
Price
0 $90 $60 $2,400 40 $240 $9,600
Demand $50 $2,500 50 $200 $10,000
$40 $2,400 60 $160 $9,600
Product
B $30 $2,100 70 $120 $8,400
$20 $1,600 80 $80 $6,400
$10 $900 90 $40 $3,600
40 $0 $0 100 $0 $0
Price
0 $240 $400

21. The Best To-Date, in my opinion…

22. Possible Now….
Source: TravelClick, Inc.

23. Tomorrow…??
Variation of graph provided courtesy of TravelClick

24. Sloan’s top tips and tricks when developing
his pricing strategy.
ALWAYS, ALWAYS, ALWAYS approach the problem from a Consumer
Perspective Using the Mutually Exclusive, Collectively Exhaustive (MECE) approach whenever possible.
Know your Competition through & through
What are their pricing patterns? What time of day are they shopping &/or reviewing their pricing strategies?
Don’t overly focus on Retail pricing, especially outside of top 10 MSAs
There is often more opportunity with shedding light on Group & Corporate Negotiated segments than over-
emphasizing retail, which are often priced “blindly” or “semi-opaque.”
NEVER forget: ALL segments & ALL channels need variation of pricing elasticity
A static pricing strategy, even with a 2007 Cornell publication support, is a recipe for destruction.
Emotional Price Anchoring is Very Real and MUST be addressed
7/18/12 24

25. Growth Opportunities.
7/18/12 25

26. Identify growth opportunities by analyzing
what is being demanded in your market.
Does the summary data really tell the correct story? Can I measure my
true potential with only my hotel performance metrics?
Are my competitors growing rate more through rate increases or a change
in mix of sales?
As we head into BT season, how can I better understand the demand in
my comp set and the true value of a Negotiated Corporate client?
Which channels are selling the most bookings in my area? Should I shift
availability or offer new specials?
7/18/12 26

27. What data do you need to see your growth
opportunities.
• Historical & Future looking data
• Data by channel & market segment
• Details by day
• Changes in pace & trends
• Length of Stay, Stay Patterns & Lead Time
You need this information for both your hotel and
your competitive set.
7/18/12 27

28. Identifying Growth Opportunities Scenario
CURRENT MONTH
ADR RevPAR
My Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)
Current 89.3 162.30 144.93
Month
Year To
77.1 155.00 119.51
Date
Running
12 76.2 158.72 120.94
Month
CURRENT MONTH Percent Change (%)
ADR % Chg RevPAR % Chg
My Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)
Current 3.9 0.3 4.2
Month
Year To
4.1 2.0 6.1
Date
Running
12 2.3 2.0 4.3
Month
SMITH TRAVEL
RESEARCH, Inc
7/18/12 28

29. Identifying Growth Opportunities Scenario
CURRENT MONTH
ADR RevPAR
My Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)
Current 89.3 84.2 106.1 162.30 186.20 87.2 144.93 156.74 92.5
Month
Year To
77.1 74.6 103.4 155.00 167.65 92.5 119.51 125.01 95.6
Date
Running
12 76.2 75.7 100.6 158.72 162.78 97.5 120.94 123.27 98.1
Month
CURRENT MONTH Percent Change (%)
ADR % Chg RevPAR % Chg
My Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)
Current 3.9 1.6 2.3 0.3 5.8 -5.5 4.2 7.4 -3.1
Month
Year To
4.1 2.7 1.4 2.0 4.1 -2.1 6.1 6.8 -0.7
Date
Running
12 2.3 2.3 0.0 2.0 1.8 0.2 4.3 4.1 0.2
Month
SMITH TRAVEL
RESEARCH, Inc
7/18/12 29

30. Identifying Growth Opportunities Scenario
CURRENT MONTH
Transient Group Total
% Chg % Chg % Chg
Occupancy (%) My Property 72.2 9.5 My Property 17.1 -7.6 My Property 89.3 3.9
Comp set 61.9 4.2 Comp set 22.3 -8.4 Comp set 84.2 1.6
Index (MPI) 116.6 7.0 Index (MPI) 76.8 0.8 Index (MPI) 1.1 2.3
ADR My Property 150.85 1.2 My Property 178.13 -1.0 My Property 162.30 0.3
Comp set 187.83 8.9 Comp set 180.87 -0.2 Comp set 186.20 5.8
Index (ARI) 80.3 -7.7 Index (ARI) 98.5 -0.8 Index (ARI) 87.2 -5.5
RevPAR My Property 108.86 10.7 My Property 30.52 -8.6 My Property 144.93 4.2
Comp set 116.22 13.1 Comp set 40.33 -7.3 Comp set 156.74 7.4
Index (RGI) 93.7 -2.4 Index (RGI) 75.7 -1.3 Index (RGI) 92.5 -3.1
SMITH TRAVEL RESEARCH, Inc
7/18/12 30

31. Identifying Growth Opportunities Scenario
CURRENT MONTH
Transient Group Total
% Chg % Chg % Chg
Occupancy (%) My Property 72.2 9.5 My Property 17.1 -7.6 My Property 89.3 3.9
Comp set 61.9 4.2 Comp set 22.3 -8.4 Comp set 84.2 1.6
Index (MPI) 116.6 7.0 Index (MPI) 76.8 0.8 Index (MPI) 1.1 2.3
ADR My Property 150.85 1.2 My Property 178.13 -1.0 My Property 162.30 0.3
Comp set 187.83 8.9 Comp set 180.87 -0.2 Comp set 186.20 5.8
Index (ARI) 80.3 -7.7 Index (ARI) 98.5 -0.8 Index (ARI) 87.2 -5.5
RevPAR My Property 108.86 10.7 My Property 30.52 -8.6 My Property 144.93 4.2
Comp set 116.22 13.1 Comp set 40.33 -7.3 Comp set 156.74 7.4
Index (RGI) 93.7 -2.4 Index (RGI) 75.7 -1.3 Index (RGI) 92.5 -3.1
SMITH TRAVEL RESEARCH, Inc
7/18/12 31

32. Identifying Growth Opportunities Scenario
TOTAL HOTEL
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
My Comp
Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank
May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7
June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7
Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7
Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7
Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7
Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7
Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7
Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7
Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7
Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7
Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7
Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7
Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7
Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7
Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7
July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7
August
Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7
7/18/12 32

33. Identifying Growth Opportunities Scenario
TOTAL HOTEL
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
My Comp
Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank
May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7
June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7
Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7
Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7
Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7
Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7
Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7
Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7
Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7
Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7
Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7
Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7
Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7
Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7
Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7
July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7
August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7
7/18/12 33

34. Identifying Growth Opportunities Scenario
TOTAL HOTEL
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
My Comp
Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank
May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7
June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7
Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7
Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7
Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7
Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7
Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7
Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7
Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7
Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7
Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7
Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7
Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7
Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7
Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7
July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7
August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7
7/18/12 34

35. Identifying Growth Opportunities Scenario
TOTAL HOTEL
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
My Comp
Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank
May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7
June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7
Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7
Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7
Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7
Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7
Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7
Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7
Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7
Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7
Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7
Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7
Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7
Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7
Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7
July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7
August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7
7/18/12 35

36. Identifying Growth Opportunities Scenario
TOTAL HOTEL
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
My Comp
Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank
May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7
June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7
Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7
Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7
Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7
Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7
Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7
Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7
Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7
Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7
Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7
Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7
Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7
Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7
Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7
July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7
August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7
7/18/12 36

37. Identifying Growth Opportunities Scenario
TOTAL HOTEL
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
My Comp
Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank
May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7
June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7
Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7
Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7
Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7
Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7
Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7
Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7
Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7
Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7
Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7
Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7
Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7
Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7
Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7
July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7
August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7
7/18/12 37

38. Identifying Growth Opportunities Scenario
TOTAL HOTEL
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
My Comp
Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank
May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7
June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7
Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7
Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7
Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7
Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7
Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7
Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7
Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7
Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7
Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7
Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7
Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7
Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7
Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7
July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7
August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7
7/18/12 38

39. Identifying Growth Opportunities Scenario
TOTAL HOTEL
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
My Comp
Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank
May Subtotals 89.3% 84.2% 2 of 7 0 0 2.9 3.5 $162.86 $186.20 6 of 7
June Subtotals 88.2% 81.7% 2 of 7 0 0 1.9 4.5 $161.15 $192.34 7 of 7
Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7
Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7
Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7
Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7
Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7
Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7
Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7
Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7
Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7
Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7
Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7
Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7
Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7
July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7
August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7
7/18/12 39

40. Identifying Growth Opportunities Scenario
TOTAL HOTEL
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
My Comp
Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank
May Subtotals 89.3% 84.2% 2 of 7 0 0 2.9 3.5 $162.86 $186.20 6 of 7
June Subtotals 88.2% 81.7% 2 of 7 0 0 1.9 4.5 $161.15 $192.34 7 of 7
Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7
Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7
Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7
Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7
Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7
Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7
Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7
Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7
Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7
Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7
Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7
Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7
Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7
July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7
August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7
7/18/12 40

41. Identifying Growth Opportunities Scenario
RETAIL TRANSIENT
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set Rank
May Subtotals 5.3% 24.2% 6 of 7 0 0 2.9 3.5 $236.87 $209.45 1 of 7
June Subtotals 8.2% 21.7% 7 of 7 0 0 1.9 4.5 $245.60 $212.47 1 of 7
Mon Jul-16-2012 6.7% 16.7% 6 of 7 1.2 11.4 1.2 2.5 $262.96 1 of 7
Tue Jul-17-2012 8.5% 21.5% 5 of 7 0.1 9.3 -5.3 1.5 $293.62 1 of 7
Wed Jul-18-2012 10.4% 27.4% 6 of 7 0.2 8.4 -8.3 2.2 $298.26 1 of 7
Thu Jul-19-2012 6.2% 17.2% 7 of 7 2.3 7.6 -2.5 1.7 $242.04 1 of 7
Fri Jul-20-2012 8.5% 11.5% 7 of 7 4.2 5.9 2.5 1.2 $229.23 1 of 7
Sat Jul-21-2012 9.5% 10.5% 6 of 7 3.8 3.6 2.1 2.8 $229.52 1 of 7
Sun Jul-22-2012 5.2% 18.2% 6 of 7 4.1 6.7 0.8 6.1 $237.52 1 of 7
Mon Jul-23-2012 4.5% 25.5% 7 of 7 3.3 8.1 -2.3 7.2 $247.67 1 of 7
Tue Jul-24-2012 8.3% 26.3% 7 of 7 1.8 10.5 -3.3 7.2 $283.22 1 of 7
Wed Jul-25-2012 7.0% 28.0% 7 of 7 1.7 14.2 0.1 5.4 $287.52 1 of 7
Thu Jul-26-2012 5.1% 15.1% 6 of 7 2.1 11.3 0.6 3.4 $237.52 1 of 7
Fri Jul-27-2012 5.0% 16.0% 7 of 7 3.9 4.1 1.2 1.4 $227.52 1 of 7
Sat Jul-28-2012 8.2% 17.0% 6 of 7 2.7 4.1 1.6 1.4 $227.52 1 of 7
July Subtotals 7.1% 19.9% 7 of 7 2.6 8.5 -0.5 3.3 $262.45 1 of 7
August Subtotals 1.4% 3.4% 7 of 7 0.1 1.4 0.7 1.7 $259.58 1 of 7
7/18/12 41

42. Identifying Growth Opportunities Scenario
RETAIL TRANSIENT
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set Rank
May Subtotals 5.3% 24.2% 6 of 7 0 0 2.9 3.5 $236.87 $209.45 1 of 7
June Subtotals 8.2% 21.7% 7 of 7 0 0 1.9 4.5 $245.60 $212.47 1 of 7
Mon Jul-16-2012 6.7% 16.7% 6 of 7 1.2 11.4 1.2 2.5 $262.96 1 of 7
Tue Jul-17-2012 8.5% 21.5% 5 of 7 0.1 9.3 -5.3 1.5 $293.62 1 of 7
Wed Jul-18-2012 10.4% 27.4% 6 of 7 0.2 8.4 -8.3 2.2 $298.26 1 of 7
Thu Jul-19-2012 6.2% 17.2% 7 of 7 2.3 7.6 -2.5 1.7 $242.04 1 of 7
Fri Jul-20-2012 8.5% 11.5% 7 of 7 4.2 5.9 2.5 1.2 $229.23 1 of 7
Sat Jul-21-2012 9.5% 10.5% 6 of 7 3.8 3.6 2.1 2.8 $229.52 1 of 7
Sun Jul-22-2012 5.2% 18.2% 6 of 7 4.1 6.7 0.8 6.1 $237.52 1 of 7
Mon Jul-23-2012 4.5% 25.5% 7 of 7 3.3 8.1 -2.3 7.2 $247.67 1 of 7
Tue Jul-24-2012 8.3% 26.3% 7 of 7 1.8 10.5 -3.3 7.2 $283.22 1 of 7
Wed Jul-25-2012 7.0% 28.0% 7 of 7 1.7 14.2 0.1 5.4 $287.52 1 of 7
Thu Jul-26-2012 5.1% 15.1% 6 of 7 2.1 11.3 0.6 3.4 $237.52 1 of 7
Fri Jul-27-2012 5.0% 16.0% 7 of 7 3.9 4.1 1.2 1.4 $227.52 1 of 7
Sat Jul-28-2012 8.2% 17.0% 6 of 7 2.7 4.1 1.6 1.4 $227.52 1 of 7
July Subtotals 7.1% 19.9% 7 of 7 2.6 8.5 -0.5 3.3 $262.45 1 of 7
August Subtotals 1.4% 3.4% 7 of 7 0.1 1.4 0.7 1.7 $259.58 1 of 7
7/18/12 42

43. Identifying Growth Opportunities Scenario
RETAIL TRANSIENT
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set Rank
May Subtotals 5.3% 24.2% 6 of 7 0 0 2.9 3.5 $236.87 $209.45 1 of 7
June Subtotals 8.2% 21.7% 7 of 7 0 0 1.9 4.5 $245.60 $212.47 1 of 7
Mon Jul-16-2012 6.7% 16.7% 6 of 7 1.2 11.4 1.2 2.5 $262.96 1 of 7
Tue Jul-17-2012 8.5% 21.5% 5 of 7 0.1 9.3 -5.3 1.5 $293.62 1 of 7
Wed Jul-18-2012 10.4% 27.4% 6 of 7 0.2 8.4 -8.3 2.2 $298.26 1 of 7
Thu Jul-19-2012 6.2% 17.2% 7 of 7 2.3 7.6 -2.5 1.7 $242.04 1 of 7
Fri Jul-20-2012 8.5% 11.5% 7 of 7 4.2 5.9 2.5 1.2 $229.23 1 of 7
Sat Jul-21-2012 9.5% 10.5% 6 of 7 3.8 3.6 2.1 2.8 $229.52 1 of 7
Sun Jul-22-2012 5.2% 18.2% 6 of 7 4.1 6.7 0.8 6.1 $237.52 1 of 7
Mon Jul-23-2012 4.5% 25.5% 7 of 7 3.3 8.1 -2.3 7.2 $247.67 1 of 7
Tue Jul-24-2012 8.3% 26.3% 7 of 7 1.8 10.5 -3.3 7.2 $283.22 1 of 7
Wed Jul-25-2012 7.0% 28.0% 7 of 7 1.7 14.2 0.1 5.4 $287.52 1 of 7
Thu Jul-26-2012 5.1% 15.1% 6 of 7 2.1 11.3 0.6 3.4 $237.52 1 of 7
Fri Jul-27-2012 5.0% 16.0% 7 of 7 3.9 4.1 1.2 1.4 $227.52 1 of 7
Sat Jul-28-2012 8.2% 17.0% 6 of 7 2.7 4.1 1.6 1.4 $227.52 1 of 7
July Subtotals 7.1% 19.9% 7 of 7 2.6 8.5 -0.5 3.3 $262.45 1 of 7
August Subtotals 1.4% 3.4% 7 of 7 0.1 1.4 0.7 1.7 $259.58 1 of 7
7/18/12 43

44. Identifying Growth Opportunities Scenario
DISCOUNT TRANSIENT
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
My Comp
Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank
May Subtotals 35.3% 14.2% 1 of 7 0 0 12.9 2.5 $135.45 $173.20 6 of 7
June Subtotals 48.2% 21.7% 1 of 7 0 0 9.9 2.5 $145.67 $178.42 7 of 7
Mon Jul-16-2012 46.7% 16.7% 2 of 7 5.4 1.2 7.5 2.5 $162.96 6 of 7
Tue Jul-17-2012 48.5% 21.5% 1 of 7 3.3 0.1 6.5 -1.5 $163.62 6 of 7
Wed Jul-18-2012 50.4% 27.4% 1 of 7 2.4 0.2 7.2 -2.2 $168.26 7 of 7
Thu Jul-19-2012 46.2% 17.2% 1 of 7 8.6 2.3 6.7 1.7 $142.04 7 of 7
Fri Jul-20-2012 48.5% 11.5% 2 of 7 5.9 4.2 6.2 1.2 $129.23 6 of 7
Sat Jul-21-2012 49.5% 10.5% 1 of 7 3.6 3.8 7.8 2.8 $129.52 6 of 7
Sun Jul-22-2012 45.2% 18.2% 1 of 7 6.7 4.1 11.1 1.1 $137.52 7 of 7
Mon Jul-23-2012 44.5% 25.5% 1 of 7 8.1 3.3 12.2 1.2 $147.67 6 of 7
Tue Jul-24-2012 48.3% 26.3% 1 of 7 15.5 1.8 12.2 -1.8 $163.22 7 of 7
Wed Jul-25-2012 47.0% 28.0% 1 of 7 14.2 1.7 10.4 -2.3 $167.52 6 of 7
Thu Jul-26-2012 45.1% 15.1% 1 of 7 8.9 2.1 8.4 -3.4 $137.52 7 of 7
Fri Jul-27-2012 45.0% 16.0% 1 of 7 4.1 3.9 6.4 1.4 $127.52 6 of 7
Sat Jul-28-2012 48.2% 17.0% 1 of 7 4.1 2.7 6.4 1.4 $127.52 6 of 7
July Subtotals 47.1% 19.9% 1 of 7 9.7 2.4 8.3 1.4 $162.45 7 of 7
August Subtotals 31.4% 3.4% 1 of 7 6.5 1.4 3.4 0.7 $159.58 7 of 7
7/18/12 44

45. Identifying Growth Opportunities Scenario
DISCOUNT TRANSIENT
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
My Comp
Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank
May Subtotals 35.3% 14.2% 1 of 7 0 0 12.9 2.5 $135.45 $173.20 6 of 7
June Subtotals 48.2% 21.7% 1 of 7 0 0 9.9 2.5 $145.67 $178.42 7 of 7
Mon Jul-16-2012 46.7% 16.7% 2 of 7 5.4 1.2 7.5 2.5 $162.96 6 of 7
Tue Jul-17-2012 48.5% 21.5% 1 of 7 3.3 0.1 6.5 -1.5 $163.62 6 of 7
Wed Jul-18-2012 50.4% 27.4% 1 of 7 2.4 0.2 7.2 -2.2 $168.26 7 of 7
Thu Jul-19-2012 46.2% 17.2% 1 of 7 8.6 2.3 6.7 1.7 $142.04 7 of 7
Fri Jul-20-2012 48.5% 11.5% 2 of 7 5.9 4.2 6.2 1.2 $129.23 6 of 7
Sat Jul-21-2012 49.5% 10.5% 1 of 7 3.6 3.8 7.8 2.8 $129.52 6 of 7
Sun Jul-22-2012 45.2% 18.2% 1 of 7 6.7 4.1 11.1 1.1 $137.52 7 of 7
Mon Jul-23-2012 44.5% 25.5% 1 of 7 8.1 3.3 12.2 1.2 $147.67 6 of 7
Tue Jul-24-2012 48.3% 26.3% 1 of 7 15.5 1.8 12.2 -1.8 $163.22 7 of 7
Wed Jul-25-2012 47.0% 28.0% 1 of 7 14.2 1.7 10.4 -2.3 $167.52 6 of 7
Thu Jul-26-2012 45.1% 15.1% 1 of 7 8.9 2.1 8.4 -3.4 $137.52 7 of 7
Fri Jul-27-2012 45.0% 16.0% 1 of 7 4.1 3.9 6.4 1.4 $127.52 6 of 7
Sat Jul-28-2012 48.2% 17.0% 1 of 7 4.1 2.7 6.4 1.4 $127.52 6 of 7
July Subtotals 47.1% 19.9% 1 of 7 9.7 2.4 8.3 1.4 $162.45 7 of 7
August Subtotals 31.4% 3.4% 1 of 7 6.5 1.4 3.4 0.7 $159.58 7 of 7
7/18/12 45

46. Identifying Growth Opportunities Scenario
DISCOUNT TRANSIENT
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
My Comp
Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank
May Subtotals 35.3% 14.2% 1 of 7 0 0 12.9 2.5 $135.45 $173.20 6 of 7
June Subtotals 48.2% 21.7% 1 of 7 0 0 9.9 2.5 $145.67 $178.42 7 of 7
Mon Jul-16-2012 46.7% 16.7% 2 of 7 5.4 1.2 7.5 2.5 $162.96 6 of 7
Tue Jul-17-2012 48.5% 21.5% 1 of 7 3.3 0.1 6.5 -1.5 $163.62 6 of 7
Wed Jul-18-2012 50.4% 27.4% 1 of 7 2.4 0.2 7.2 -2.2 $168.26 7 of 7
Thu Jul-19-2012 46.2% 17.2% 1 of 7 8.6 2.3 6.7 1.7 $142.04 7 of 7
Fri Jul-20-2012 48.5% 11.5% 2 of 7 5.9 4.2 6.2 1.2 $129.23 6 of 7
Sat Jul-21-2012 49.5% 10.5% 1 of 7 3.6 3.8 7.8 2.8 $129.52 6 of 7
Sun Jul-22-2012 45.2% 18.2% 1 of 7 6.7 4.1 11.1 1.1 $137.52 7 of 7
Mon Jul-23-2012 44.5% 25.5% 1 of 7 8.1 3.3 12.2 1.2 $147.67 6 of 7
Tue Jul-24-2012 48.3% 26.3% 1 of 7 15.5 1.8 12.2 -1.8 $163.22 7 of 7
Wed Jul-25-2012 47.0% 28.0% 1 of 7 14.2 1.7 10.4 -2.3 $167.52 6 of 7
Thu Jul-26-2012 45.1% 15.1% 1 of 7 8.9 2.1 8.4 -3.4 $137.52 7 of 7
Fri Jul-27-2012 45.0% 16.0% 1 of 7 4.1 3.9 6.4 1.4 $127.52 6 of 7
Sat Jul-28-2012 48.2% 17.0% 1 of 7 4.1 2.7 6.4 1.4 $127.52 6 of 7
July Subtotals 47.1% 19.9% 1 of 7 9.7 2.4 8.3 1.4 $162.45 7 of 7
August Subtotals 31.4% 3.4% 1 of 7 6.5 1.4 3.4 0.7 $159.58 7 of 7
7/18/12 46

47. Identifying Growth Opportunities Scenario
OTA CHANNEL PRODUCTION
Expedia Priceline.com
Change Change
My Hotel Comp Set Rooms from Last My Hotel Comp Set Rooms from Last
Rooms Rooms Sold Fair Occ Week Fair Rooms Rooms Sold Fair Occ Week Fair
Date Sold Sold Share Rank Share Sold Sold Share Rank Share
June Total 256 1,378 82 6 of 7 0 715 918 314 1 of 3 15
Mon Jul-16-2012 4 16 93 7 of 7 -123 51 13 135 1 of 3 0
Tue Jul-17-2012 4 33 66 5 of 7 -17 33 18 215 1 of 3 27
Wed Jul-18-2012 4 41 55 5 of 7 -13 41 14 250 1 of 3 23
Thu Jul-19-2012 4 16 88 7 of 7 -114 52 3 187 1 of 3 18
Fri Jul-20-2012 11 50 71 6 of 7 -89 61 3 278 1 of 2 45
Sat Jul-21-2012 9 32 98 7 of 7 -63 11 2 371 1 of 2 57
Sun Jul-22-2012 6 49 61 5 of 7 -54 25 2 371 1 of 2 60
Mon Jul-23-2012 5 29 52 6 of 7 -41 28 2 490 1 of 2 82
Tue Jul-24-2012 3 35 48 5 of 7 -25 40 9 415 1 of 2 90
Wed Jul-25-2012 2 37 31 5 of 7 -17 18 9 500 1 of 2 119
July Total 142 1051 82 6 of 7 -30 675 217 520 1 of 2 61
August Total 41 146 85 5 of 7 43 24 0 856 1 of 1 45
7/18/12 47

48. Identifying Growth Opportunities Scenario
OTA CHANNEL PRODUCTION
Expedia Priceline.com
Change Change
My Hotel Comp Set Rooms from Last My Hotel Comp Set Rooms from Last
Rooms Rooms Sold Fair Occ Week Fair Rooms Rooms Sold Fair Occ Week Fair
Date Sold Sold Share Rank Share Sold Sold Share Rank Share
June Total 256 1,378 82 6 of 7 0 715 918 314 1 of 3 15
Mon Jul-16-2012 4 16 93 7 of 7 -123 51 13 135 1 of 3 0
Tue Jul-17-2012 4 33 66 5 of 7 -17 33 18 215 1 of 3 27
Wed Jul-18-2012 4 41 55 5 of 7 -13 41 14 250 1 of 3 23
Thu Jul-19-2012 4 16 88 7 of 7 -114 52 3 187 1 of 3 18
Fri Jul-20-2012 11 50 71 6 of 7 -89 61 3 278 1 of 2 45
Sat Jul-21-2012 9 32 98 7 of 7 -63 11 2 371 1 of 2 57
Sun Jul-22-2012 6 49 61 5 of 7 -54 25 2 371 1 of 2 60
Mon Jul-23-2012 5 29 52 6 of 7 -41 28 2 490 1 of 2 82
Tue Jul-24-2012 3 35 48 5 of 7 -25 40 9 415 1 of 2 90
Wed Jul-25-2012 2 37 31 5 of 7 -17 18 9 500 1 of 2 119
July Total 142 1051 82 6 of 7 -30 675 217 520 1 of 2 61
August Total 41 146 85 5 of 7 43 24 0 856 1 of 1 45
7/18/12 48

49. Identifying Growth Opportunities Scenario
NEGOTIATED TRANSIENT
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set Rank
May Subtotals 29.3% 31.2% 4 of 7 0 0 5.6 5.5 $174.56 $173.20 3 of 7
June Subtotals 31.2% 30.7% 4 of 7 0 0 4.7 4.9 $176.50 $178.42 4 of 7
Mon Jul-16-2012 16.7% 24.2% 3 of 7 2.4 3.4 1.1 6.5 $162.96 3 of 7
Tue Jul-17-2012 38.5% 26.0% 4 of 7 6.6 4.4 16.5 7.4 $163.62 3 of 7
Wed Jul-18-2012 40.4% 28.4% 1 of 7 8.1 5.1 17.2 8.2 $168.26 4 of 7
Thu Jul-19-2012 16.2% 26.2% 1 of 7 0.1 4.2 2.3 5.5 $142.04 4 of 7
Fri Jul-20-2012 28.5% 26.0% 3 of 7 2.3 2.3 1.3 1.5 $129.23 3 of 7
Sat Jul-21-2012 29.5% 29.5% 4 of 7 3.8 3.8 0.5 0.7 $129.52 3 of 7
Sun Jul-22-2012 25.2% 22.7% 4 of 7 6.7 4.1 2.6 2.3 $137.52 4 of 7
Mon Jul-23-2012 14.5% 25.6% 4 of 7 2.6 3.3 3.6 6.9 $147.67 3 of 7
Tue Jul-24-2012 48.3% 32.5% 1 of 7 9.9 4.5 12.2 8.8 $163.22 4 of 7
Wed Jul-25-2012 47.0% 31.7% 1 of 7 11.3 5.7 10.4 9.3 $167.52 3 of 7
Thu Jul-26-2012 15.1% 22.6% 4 of 7 1.8 3.9 4.7 6.8 $137.52 4 of 7
Fri Jul-27-2012 25.0% 25.0% 4 of 7 1.1 1.1 0.4 0.5 $127.52 3 of 7
Sat Jul-28-2012 28.2% 25.7% 4 of 7 0.9 0.9 0.6 0.8 $127.52 3 of 7
July Subtotals 27.1% 24.6% 4 of 7 9.7 2.4 5.7 5.3 $162.45 4 of 7
August Subtotals 11.4% 11.4% 4 of 7 6.5 1.4 3.4 3.3 $169.58 4 of 7
7/18/12 49

50. Identifying Growth Opportunities Scenario
NEGOTIATED TRANSIENT
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set Rank
May Subtotals 29.3% 31.2% 4 of 7 0 0 5.6 5.5 $174.56 $173.20 3 of 7
June Subtotals 31.2% 30.7% 4 of 7 0 0 4.7 4.9 $176.50 $178.42 4 of 7
Mon Jul-16-2012 16.7% 24.2% 3 of 7 2.4 3.4 1.1 6.5 $162.96 3 of 7
Tue Jul-17-2012 38.5% 26.0% 4 of 7 6.6 4.4 16.5 7.4 $163.62 3 of 7
Wed Jul-18-2012 40.4% 28.4% 1 of 7 8.1 5.1 17.2 8.2 $168.26 4 of 7
Thu Jul-19-2012 16.2% 26.2% 1 of 7 0.1 4.2 2.3 5.5 $142.04 4 of 7
Fri Jul-20-2012 28.5% 26.0% 3 of 7 2.3 2.3 1.3 1.5 $129.23 3 of 7
Sat Jul-21-2012 29.5% 29.5% 4 of 7 3.8 3.8 0.5 0.7 $129.52 3 of 7
Sun Jul-22-2012 25.2% 22.7% 4 of 7 6.7 4.1 2.6 2.3 $137.52 4 of 7
Mon Jul-23-2012 14.5% 25.6% 4 of 7 2.6 3.3 3.6 6.9 $147.67 3 of 7
Tue Jul-24-2012 48.3% 32.5% 1 of 7 9.9 4.5 12.2 8.8 $163.22 4 of 7
Wed Jul-25-2012 47.0% 31.7% 1 of 7 11.3 5.7 10.4 9.3 $167.52 3 of 7
Thu Jul-26-2012 15.1% 22.6% 4 of 7 1.8 3.9 4.7 6.8 $137.52 4 of 7
Fri Jul-27-2012 25.0% 25.0% 4 of 7 1.1 1.1 0.4 0.5 $127.52 3 of 7
Sat Jul-28-2012 28.2% 25.7% 4 of 7 0.9 0.9 0.6 0.8 $127.52 3 of 7
July Subtotals 27.1% 24.6% 4 of 7 9.7 2.4 5.7 5.3 $162.45 4 of 7
August Subtotals 11.4% 11.4% 4 of 7 6.5 1.4 3.4 3.3 $169.58 4 of 7
7/18/12 50

51. Identifying Growth Opportunities Scenario
NEGOTIATED TRANSIENT
Occ % ADR
Current Chg from Last Wk Var to Last Yr Current
Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set Rank
May Subtotals 29.3% 31.2% 4 of 7 0 0 5.6 5.5 $174.56 $173.20 3 of 7
June Subtotals 31.2% 30.7% 4 of 7 0 0 4.7 4.9 $176.50 $178.42 4 of 7
Mon Jul-16-2012 16.7% 24.2% 3 of 7 2.4 3.4 1.1 6.5 $162.96 3 of 7
Tue Jul-17-2012 38.5% 26.0% 4 of 7 6.6 4.4 16.5 7.4 $163.62 3 of 7
Wed Jul-18-2012 40.4% 28.4% 1 of 7 8.1 5.1 17.2 8.2 $168.26 4 of 7
Thu Jul-19-2012 16.2% 26.2% 1 of 7 0.1 4.2 2.3 5.5 $142.04 4 of 7
Fri Jul-20-2012 28.5% 26.0% 3 of 7 2.3 2.3 1.3 1.5 $129.23 3 of 7
Sat Jul-21-2012 29.5% 29.5% 4 of 7 3.8 3.8 0.5 0.7 $129.52 3 of 7
Sun Jul-22-2012 25.2% 22.7% 4 of 7 6.7 4.1 2.6 2.3 $137.52 4 of 7
Mon Jul-23-2012 14.5% 25.6% 4 of 7 2.6 3.3 3.6 6.9 $147.67 3 of 7
Tue Jul-24-2012 48.3% 32.5% 1 of 7 9.9 4.5 12.2 8.8 $163.22 4 of 7
Wed Jul-25-2012 47.0% 31.7% 1 of 7 11.3 5.7 10.4 9.3 $167.52 3 of 7
Thu Jul-26-2012 15.1% 22.6% 4 of 7 1.8 3.9 4.7 6.8 $137.52 4 of 7
Fri Jul-27-2012 25.0% 25.0% 4 of 7 1.1 1.1 0.4 0.5 $127.52 3 of 7
Sat Jul-28-2012 28.2% 25.7% 4 of 7 0.9 0.9 0.6 0.8 $127.52 3 of 7
July Subtotals 27.1% 24.6% 4 of 7 9.7 2.4 5.7 5.3 $162.45 4 of 7
August Subtotals 11.4% 11.4% 4 of 7 6.5 1.4 3.4 3.3 $169.58 4 of 7
7/18/12 51

52. Kimberly’s top tips and tricks when
developing her growth strategy.
Don’t rely solely on your own performance to make decisions
Consider different competitors based on seasonality, day of
week, and market segment
A good “test” requires measurement, or it’s not a test. Define
the parameters of the test before you start
Spend more time on the day by day detail vs. the summary
information
Make decisions for next year while the learning's from this year
are fresh in your mind
7/18/12 52

53. Channel specific
actionable insight
7/18/12 53

54. Enhance campaigns, targeting, and sales
effectiveness.
Prepare for RFP season. What effect will reducing a rate have: Increased
room nights? Revenue dilution? Does the company have enough volume
to offset a rate decrease
Which agencies are booking my competitors? What business am I getting
from these agencies?
What do your competitors have on the books for the coming months, and
at what rate?
Did my GDS campaign shift business from the competition?
7/18/12 54

55. You can use the actionable insight to
build a plan and explore your market
7/18/12 55

56. 7/18/12 56

57. Questions and
Answers
7/18/12 57