Revenue Management Today: A Look at What is Working               Steve Hood     Senior Vice President, Research         S...
Agenda• Introduction to STR• Introduction to the STAR Reports• Monthly STAR Reports• Weekly STAR Reports• US Industry Upda...
Introduction to STR
Who is Smith Travel Research?• The recognized leader in hotel benchmarking          g                                 g• F...
Benchmarking 101: my hotel vs. the competition              20%                                   20%                     ...
Who does STR serve?• Hotel companies• Hotels• Convention & Visitor Bureaus, Tourism & travel  organizations    g• Develope...
What data does STR track?• Hotel Census data – US & WW• Pipeline data – under construction & in planning• Rooms Sales data...
What services do we provide?• Subscription reports   – STAR reports for hotels   – Corporate reports and data files for HQ...
STR Geographic Categorization       g p         g• World• Continents: Americas, Europe, Mideast/Africa, Asia Pacific• Sub-...
STR Markets and Tracts                         •   STR markets represent                             both metro and non-  ...
STR Non-geographic Categorization• Scale – 7 groups, based on average ADR of entire chain       Luxury, Upper Upscale, Ups...
Hotel Affiliation-Related Definitions • Chain • P   Parent C        t Company • Management Company • Owner • Asset Managem...
STR Competitive Sets• Which hotels directly compete with my property?   – Usually similar hotels in price level   – Usuall...
STR Competitive Sets Continued• There are strict rules to ensure confidentiality   –   There must be 4 or more reporting h...
Hotel Metrics 101• Supply = rooms available• D  Demand = rooms sold       d           ld• Occupancy = demand / supply (per...
Hotel Metrics 101 Continued• Index = property # / comp set #  – Number greater than 100 means subject property out        ...
Hotel Date & Time Definitions• Week = Sunday through Saturday• C  Comparable Day = same d of same week             bl D   ...
Date & Time Definitions Continued• MTD = from first to current day of month• YTD = from January to current month• Running ...
Segmentation and Additional      Revenue Definitions•    Group = rooms sold in block of ten or more and     corresponding ...
Introduction to the  STAR Reports
What is the STAR Report?• The STAR Report analyzes your hotel’s performance:   – Occupancy ADR and RevPAR     Occupancy, A...
STAR Reports – how and when?• Excel workbooks (or PDF documents) with multiple tabs• I l d d  Includes data tables, graphs...
Why do I need the STAR Report?• Benchmarks your performance• Allows you to keep an eye on your competitors and your  marke...
Who am I compared to on my STARreport?• Competitive Set: a set of 4 or more properties     p                              ...
Segmentation and Additional Revenue pages in STAR Reports• Hotels or companies can subscribe to obtain additional  pages (...
Monthly STAR Reports
Table of Contents• First tab of the workbook• Lists all the pages/tabs that are included• Will list two additional pages f...
United Kingdom                        United States                                                           Blue Fin Bui...
1 - Monthly Performance at a Glance          y• Provides a quick one-page overview of  performance relative to your comp s...
Monthly Performance at a GlanceTab 2 - Monthly Performance at a Glance - My Property vs. Competitive SetAny Hotel  y      ...
2 – STAR Summary               y• Provides a detailed comparison of your property  to various industry segments and your c...
STAR SummaryTab 3 - STAR Summary - My Property vs. Comp Set and Industry SegmentsAny Hotel     123 Any Street     Any City...
STAR Summary – My Property vs. Comp Set and Industry Segments                                                             ...
STAR Summary – Supply, Demand, and Revenue Section                        Supply     Month %                  Run 3 Mon % ...
STAR Summary – Census and Participation Information                                                      Census/Sample - P...
STAR Summary – Pipeline Information                                                               Under construction: Grou...
3 – Competitive Set Report       p              p• Provides a historic comparison of your property to  your comp set over ...
Competitive Set ReportTab 4 - Competitive Set ReportAny Hotel     123 Any Street     Any City, Any State 99999    (555) 55...
Competitive Set Report – Graph of Indexes                                                             Dotted Line Represen...
Competitive Set Report – Data Tables  18 months of occupancy, ADR and R PAR f your hotel versus th        th f            ...
4 – STAR Response Report            p       p• Provides monthly calendars for this year and last  year,  year including sp...
STAR Response ReportTab 5 - Response ReportAny Hotel     123 Any Street     Any City, Any State 99999   (555) 555-5555STR ...
5 – Daily Data for the Month        y• Provides a recap of all the daily data for the  current month• Helps you reconcile ...
Daily Data For Month – My Property vs. Competitive SetTab 17 - Daily Data for the MonthAny Hotel     123 Any Street      A...
Daily Data For Month – Data TablesRevPAR ($)       July                   1      2      3      4       5      6      7    ...
6 – Day of Week and Weekday       y                   y         Weekend Report• D ill d  Drills down i t d il d t b each d...
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Star Reports Sdsu

  1. 1. Revenue Management Today: A Look at What is Working Steve Hood Senior Vice President, Research Smith Travel Research
  2. 2. Agenda• Introduction to STR• Introduction to the STAR Reports• Monthly STAR Reports• Weekly STAR Reports• US Industry Update• San Diego Industry Update
  3. 3. Introduction to STR
  4. 4. Who is Smith Travel Research?• The recognized leader in hotel benchmarking g g• Founded in 1985• W sample over 70% of t t l U S room supply (95% of We l f total U.S. l f chain hotels and most significant independent hotels) as well as almost 45% of total global room supply• Provide monthly, weekly, and daily STAR reports to over 40,000 hotels (over 600,000 emails per month)• Impartial, timely, confidential, and accurate
  5. 5. Benchmarking 101: my hotel vs. the competition 20% 20% 15% 10% 7% 10% ange ange YOY Cha YOY Cha 0% 0% -3% -10% 10% 10% -10% -10% -20% -20% Manager A Manager B As Competitors Bs Competitors
  6. 6. Who does STR serve?• Hotel companies• Hotels• Convention & Visitor Bureaus, Tourism & travel organizations g• Developers, Consultants, Appraisers• Wall Street/Accounting firms, Financial institutions• Media (including HNN, www.hotelnewsnow.com)• Hotel vendors (Census database)• Educators• Government (including GSA)
  7. 7. What data does STR track?• Hotel Census data – US & WW• Pipeline data – under construction & in planning• Rooms Sales data (Supply, Demand, & Revenue) ( pp y ) – Monthly (back to 1987) – Daily (back to 2000)• Segmented Sales data – group, transient, contract• Additional Revenue data – F&B, other, total• Profit & Loss numbers (Hotel Operating Statistics)
  8. 8. What services do we provide?• Subscription reports – STAR reports for hotels – Corporate reports and data files for HQs – Destination reports for CVBs• Publications – US and WW Hotel Reviews and Country Reports – Market Forecasts• Ad-Hoc Reports – Trend reports – Custom HOST reports – Market Pipeline reports• Special Projects p j
  9. 9. STR Geographic Categorization g p g• World• Continents: Americas, Europe, Mideast/Africa, Asia Pacific• Sub-continents – subsets of continents (Americas: North Am., South Am., Central Am., & Caribbean)• Countries – based on ISO/WTO definitions• Regions – for certain countries such as US, Canada, UKM (US: New England, Mid Atlantic, Southeast, East North Central, …)• M k t – for major cities, also non-metro areas Markets (US: 162 markets)• Tracts – subsets of markets (US: 612 tracts)• (additional geo. fields: state, county, MSA, lat/long, user-defined)
  10. 10. STR Markets and Tracts • STR markets represent both metro and non- metro areas • Each market contains at least two sub- sub divisions called tracts (or submarkets outside North America) • There are 162 US markets and 613 tracts. Over 500 markets worldwide
  11. 11. STR Non-geographic Categorization• Scale – 7 groups, based on average ADR of entire chain Luxury, Upper Upscale, Upscale, Midscale w/ & w/o F&B, Economy, & Independents (a list of all chains by scale is available)• Class – scale groups with independents included• Location: Urban Suburban, Airport, Interstate Resort Small Town Urban, Suburban Airport Interstate, Resort,• Price – 5 groups, based on ADR relative to specific market• Size – based on number of rooms• Types: Extended Stay, Resort, Boutique, Casino, Golf, Ski, Spa, Convention, Conference, All-suites, Full/Limited Service, Waterpark• (additional non-geo. fields: Age, User-defined, Corporate Housing, Condotel, Star Rating for WW)
  12. 12. Hotel Affiliation-Related Definitions • Chain • P Parent C t Company • Management Company • Owner • Asset Management Company • Membership or Marketing Group
  13. 13. STR Competitive Sets• Which hotels directly compete with my property? – Usually similar hotels in price level – Usually hotels in close proximity – Can include or exclude the subject property• Hotels can have more than one comp set – Local comp set and a 2nd with a broader geographic area p g g p – Weekday vs. weekend or group vs. transient – Chain has one comp set and management company may have another th – In between two towns
  14. 14. STR Competitive Sets Continued• There are strict rules to ensure confidentiality – There must be 4 or more reporting hotels p g – No more than 40% of rooms in a single chain – No more than 60% of rooms in a parent company – Changes to comp sets must be made in pairs to prevent isolation• Comp sets chosen by the hotel or by corporate – Or some combination – Often managers are bonused on performance relative to comp set
  15. 15. Hotel Metrics 101• Supply = rooms available• D Demand = rooms sold d ld• Occupancy = demand / supply (percentage)• ADR = room revenue / demand ($)• RevPAR = room revenue / supply (p available pp y (per room) ($)• Percent Change = (this year # - last year #) / last year # (%)
  16. 16. Hotel Metrics 101 Continued• Index = property # / comp set # – Number greater than 100 means subject property out out- performed the comp set – Number less than 100 means comp set out-performed the p p subject property – “Penetration” = Occupancy Index – “Yield” = RevPAR Index• Rank = property’s position among the comp set – For example “2 of 7” means subject property had the 2nd highest value (Occ, ADR, RevPAR) in the comp set
  17. 17. Hotel Date & Time Definitions• Week = Sunday through Saturday• C Comparable Day = same d of same week bl D day f k last year, most daily percent changes are based on comparable days (“day to day”) versus “date ( day day ), date to date” (MTD would be based on date to date)• Weekday = Sunday through Thursday• Weekend = Friday and Saturday
  18. 18. Date & Time Definitions Continued• MTD = from first to current day of month• YTD = from January to current month• Running #-month = last # months including the g g current month, valuable for comparing current month to longer time period or for graphing (3 or 12 months)• Running #-day = last # days including the current day, same advantage as above (28 days)
  19. 19. Segmentation and Additional Revenue Definitions• Group = rooms sold in block of ten or more and corresponding revenue• Transient = rooms sold at rack, corporate, p p package, or g government rates and corresponding revenue• Contract = rooms sold at rates stipulated by contracts including airline crews and permanent guests• Food & Beverage Revenue = revenue from any F&B establishment• Other Revenue = all revenue excluding room & F&B revenue
  20. 20. Introduction to the STAR Reports
  21. 21. What is the STAR Report?• The STAR Report analyzes your hotel’s performance: – Occupancy ADR and RevPAR Occupancy, ADR,• Provides comparison to competitors: – Index numbers (GT 100 = subject winning, LT 100 = comp winning) – Ranking information (# of #, i.e.: “2 of 7” = 2nd best in comp of 7)• Provides comparison to various market/industry segments• Tracks performance for multiple time periods (current month/week/day, YTD/MTD, running 12 month/running 28 day)• Tracks year-over-year performance (TY vs. LY percent change)
  22. 22. STAR Reports – how and when?• Excel workbooks (or PDF documents) with multiple tabs• I l d d Includes data tables, graphs, and explanations bl h d l i• Monthly, weekly, and daily STAR reports are generated• Delivered to most subscribers via email (or FTP) – Monthly: on or around the 17th – Weekly: Tuesday night – Daily: each day (for WW and select US markets)• Some reports are delivered to HQ for download by hotel from corporate website
  23. 23. Why do I need the STAR Report?• Benchmarks your performance• Allows you to keep an eye on your competitors and your market• Lends perspective to good and bad performance• Aids pricing decisions, help improve profitability• Allows you to monitor the effect of your business strategies• View Supply, Demand, & Revenue changes in your market
  24. 24. Who am I compared to on my STARreport?• Competitive Set: a set of 4 or more properties p p p• Market: for example Memphis or Nashville• Market Class: subset of market with similar chain affiliated and independent hotels (6 groups)• Tract: geographic subset of market such as Memphis Airport or Nashville South• Tract Scale: subset of tract with similar chain or independent hotels (4 groups)• WW reports vary slightly
  25. 25. Segmentation and Additional Revenue pages in STAR Reports• Hotels or companies can subscribe to obtain additional pages (tabs) in their monthly and weekly STAR reports• Segmentations pages display Occupancy, ADR, and RevPAR for Transient, Group, and Contract segments, also related percent changes, indexes, day of week, and ranking information g• Additional Revenue pages display Revenue Per Rooms Sold for Room, F&B, Other, and Total Revenue• A Segmentation Response page displays Segmentation participation for the comp set
  26. 26. Monthly STAR Reports
  27. 27. Table of Contents• First tab of the workbook• Lists all the pages/tabs that are included• Will list two additional pages for Daily participants (dark grey)• Will list eleven additional pages for Segmentation participants (light grey)• W ld i l d additional pages f h t l with Would include dditi l for hotels ith 2nd, 3rd, or 4th comp sets
  28. 28. United Kingdom United States Blue Fin Building 735 East Main Street 110 Southwark Street Hendersonville London SE1 0TA TN 37075 Phone: +44 (0)20 7922 1930 Phone: +1 (615) 824 8664 Fax: +44 (0)20 7922 1931 Fax: +1 (615) 824 3848 www.strglobal.com www.strglobal.comMonthly STAR Report Sample (US & Canada)February 2008 STR #: 98765 Date Created: March 28, 2008 TabTable of Contents 1Monthly Performance at a Glance 2STAR Summary 3Co pet t eCompetitive Set Report epo t 4Response Report 5Segmentation Summary 6Segmentation Occupancy Analysis 7Segmentation ADR Analysis 8Segmentation RevPAR Analysis 9Segmentation Index Analysis 10Segmentation Ranking AnalysisS 11 Available to S Segmentation participants onlySegmentation Day of Week - Current Month 12Segmentation Day of Week - Year to Date 13Additional Revenue ADR Analysis 14Additional Revenue RevPAR Analysis 15Segmentation Reponse Report 16Daily Data for the Month 17 Available to Weekly STAR participants onlyDay of Week & Weekday/Weekend 18Help 19
  29. 29. 1 - Monthly Performance at a Glance y• Provides a quick one-page overview of performance relative to your comp set• Displays Occupancy, ADR, and RevPAR for your property and your comp set, also I d t d t l Index numbers and Percent Changes• For four points in time: Current Month, Year to Date, Running 3-month, and Running 12-month• Also displays basic information for the subject property and the report settings at the top
  30. 30. Monthly Performance at a GlanceTab 2 - Monthly Performance at a Glance - My Property vs. Competitive SetAny Hotel y 123 Any Street y Any City, Any State 99999 y y, y (555) 555-5555 ( )STR # 98765 ChainID: 999999 MgtCo: None Owner: NoneFor the Month of: July 2006 Date Created: August 24, 2006 Monthly Competitive Set Data Excludes Subject Property July 2006 Occupancy (%) ADR ($) RevPAR ($) My Prop Comp Set Index My Prop Comp Set Index My Prop Comp Set Index Current Month 89.8 90.5 99.3 234.89 229.88 102.2 210.89 207.93 101.4 Year To Date 80.9 86.5 93.4 248.55 241.02 103.1 201.01 208.60 96.4 Running 3 Month 82.0 91.5 89.6 266.87 255.11 104.6 218.75 233.50 93.7Running 12 Month 84.9 87.7 96.8 259.98 254.12 102.3 220.81 222.92 99.1 July 2006 vs. 2005 Percent Change (%) Occupancy ADR RevPAR My Prop Comp Set Index My Prop Comp Set Index My Prop Comp Set Index Current Month 2.7 0.7 2.0 10.0 8.8 1.1 12.9 9.5 3.1 Year To Date -8.5 3.2 -11.3 14.3 10.8 3.2 4.6 14.3 -8.5 Running 3 Month -9.8 1.1 -10.7 15.2 11.7 3.1 3.9 12.9 -7.9Running 12 Month -5.6 2.4 -7.7 15.2 13.8 1.2 8.8 16.5 -6.6
  31. 31. 2 – STAR Summary y• Provides a detailed comparison of your property to various industry segments and your comp set• Displays Occupancy, ADR, and RevPAR, as well as percent changes f each group ll t h for h• For four points in time: Current Month, Year to Date, Running 3-month, and Running 12-month• Also shows Supply, Demand, and Revenue pp y, , Percent Changes; Census and Sample property and room counts; and a Pipeline overview
  32. 32. STAR SummaryTab 3 - STAR Summary - My Property vs. Comp Set and Industry SegmentsAny Hotel 123 Any Street Any City, Any State 99999 (555) 555-5555STR # 98765 ChainID: 999999 MgtCo: None Owner: NoneFor the Month of: July 2006 y Date Created: August 24, 2006 g , Monthly Competitive Set Data Excludes Subject Property y p j p y Occupancy (%) Supply Current Running 3 Running 12 Month % Run 3 Mon % Run 12 Mon % Chg Year to Date % Chg % Chg % Chg YTD % Chg Month Month Month Chg Chg % ChgAny Hotel 89.8 2.7 80.9 -8.5 82.0 -9.8 84.9 -5.6 0.0 0.0 0.0 0.0Market: Any Market 84.6 -0.3 81.2 -1.1 85.6 -0.5 82.4 -0.4 -0.3 -0.8 -0.6 -1.1Market Class: Any Market Upscale 88.1 3.6 84.3 1.5 88.5 1.5 85.1 1.6 0.3 -1.7 -1.2 -1.5Tract: Any Tract 87.6 0.3 84.4 -0.6 88.4 -0.4 85.4 -0.4 1.1 -0.7 0.8 -1.4Tract Scale: Upscale Chains 88.8 2.1 85.0 0.8 88.9 0.1 86.0 0.4 1.3 -4.1 0.1 -4.9Competitive Set: Competitors 90.5 0.7 86.5 3.2 91.5 1.1 87.7 2.4 0.0 0.0 0.0 0.4 Average Daily Rate ($) Demand Current Running 3 Running 12 Month % Run 3 Mon % Run 12 Mon % Chg Year to Date % Chg % Chg % Chg YTD % Chg Month Month Month Chg Chg % ChgAny Hotel 234.89 10.0 248.55 14.3 266.87 15.2 259.98 15.2 2.7 -8.5 -9.8 -5.6Market: Any Market 205.50 10.9 215.06 12.6 228.69 13.3 226.23 14.7 -0.6 -1.8 -1.1 -1.5Market Class: Any Market Upscale 210.02 8.3 221.89 12.2 237.71 12.1 235.76 16.1 3.9 -0.2 0.2 0.1Tract: Any Tract 222.40 10.1 232.32 12.2 248.61 12.9 246.89 14.8 1.4 -1.3 0.3 -1.8Tract Scale: Upscale Chains 258.03 8.7 270.02 9.7 285.94 10.6 286.00 12.1 3.5 -3.3 0.2 -4.5Competitive Set: Competitors 229.88 8.8 241.02 10.8 255.11 11.7 254.12 13.8 0.7 3.2 1.1 2.8 RevPAR ($) Revenue Current Running 3 Running 12 Month % Run 3 Mon % Run 12 Mon % Chg Year to Date % Chg % Chg % Chg YTD % Chg Month Month Month Chg Chg % ChgAny Hotel 210.89 12.9 201.01 4.6 218.75 3.9 220.81 8.8 12.9 4.6 3.9 8.8Market: Any Market 173.89 10.5 174.66 11.4 195.79 12.7 186.32 14.2 10.2 10.5 12.1 13.0Market Class: Any Market Upscale 185.04 12.2 187.10 13.9 210.44 13.7 200.59 18.0 12.5 12.0 12.3 16.2Tract: Any Tract 194.77 10.4 196.01 11.5 219.76 12.4 210.97 14.4 11.6 10.7 13.3 12.8Tract Scale: Upscale Chains 229.07 11.0 229.61 10.6 254.14 10.7 245.83 12.6 12.5 6.0 10.8 7.0Competitive Set: Competitors 207.93 9.5 208.60 14.3 233.50 12.9 222.92 16.5 9.5 14.3 12.9 17.0 Census/Sample - Properties & Rooms Pipeline Census Sample Sample % Market: Any Market Properties Rooms Properties Rooms Rooms Under Construction PlanningMarket: Any Market 383 78844 204 59398 75.3 Properties Rooms Properties RoomsMarket Class: Any Market Upscale 59 21762 48 20182 92.7 34 3948 61 7302Tract: Any Tract 77 28152 49 22772 80.9Tract Scale: Upscale Chains 23 14579 21 13913 95.4 See Help page for pipeline definitions.Competitive Set: Competitors 6 6865 6 6865 100.0
  33. 33. STAR Summary – My Property vs. Comp Set and Industry Segments RevPAR ($) Current Running 3 Running 12 % Chg Year to Date % Chg % Chg % Chg Month Month MonthAny Hotel 210.89 12.9 201.01 4.6 218.75 3.9 220.81 8.8Market: Any Market 173.89 10.5 174.66 11.4 195.79 12.7 186.32 14.2Market Class: Any Market Upscale 185.04 12.2 187.10 13.9 210.44 13.7 200.59 18.0Tract: Any Tract 194.77 10.4 196.01 11.5 219.76 12.4 210.97 14.4Tract Scale: Upscale Chains 229.07 11.0 229.61 10.6 254.14 10.7 245.83 12.6Competitive Set: Competitors 207.93 9.5 208.60 14.3 233.50 12.9 222.92 16.5 • Rows display data for your hotel, 4 industry segments, and your comp set • Columns display values and percent changes for the current month month, YTD, running 3 month, and running 12 month time periods • Sections for Occupancy, ADR and RevPAR
  34. 34. STAR Summary – Supply, Demand, and Revenue Section Supply Month % Run 3 Mon % Run 12 Mon Percent changes for multiple time periods are YTD % Chg Chg Chg % Chg displayed 0.0 0.0 0.0 0.0 -0.3 -0.8 -0.6 -1.1 0.3 -1.7 -1.2 -1.5 1.1 11 -0.7 07 0.8 08 -1.4 14 1.3 -4.1 0.1 -4.9 Supply: The number of rooms in the segment 0.0 0.0 0.0 0.4 multiplied by the number of days in the period Demand Month % Run 3 Mon % Run 12 Mon YTD % Chg Chg Chg % Chg 2.7 -8.5 -9.8 -5.6 -0.6 -1.8 -1.1 -1.5 Demand: The number of rooms sold (excludes 3.9 -0.2 0.2 0.1 1.4 -1.3 0.3 -1.8 complimentary rooms) 3.5 35 -3 3 3.3 0.2 02 -4 5 4.5 0.7 3.2 1.1 2.8 Revenue Month % Chg YTD % Chg Run 3 Mon % Run 12 Mon Chg % Chg Revenue: Total room revenue generated 12.9 4.6 3.9 8.8 from the sa e ( e a ) o rooms o e sale (rental) of oo s 10.2 10.5 12.1 13.0 12.5 12.0 12.3 16.2 11.6 10.7 13.3 12.8 12.5 6.0 10.8 7.0 9.5 95 14.3 14 3 12.9 12 9 17.0 17 0
  35. 35. STAR Summary – Census and Participation Information Census/Sample - Properties & Rooms Census Sample Sample % Properties Rooms Properties Rooms Rooms Market: Any Market 383 78844 204 59398 75.3 Market Class: Any Market Upscale 59 21762 48 20182 92.7 Tract: Any Tract 77 28152 49 22772 80.9 80 9 Tract Scale: Upscale Chains 23 14579 21 13913 95.4 Competitive Set: Competitors 6 6865 6 6865 100.0 Participation information is displayed for the industry segments and comp set Census: Total number of properties / rooms in a segment Sample: The number of properties / rooms that report data to STR Sample %: Percentage of rooms in each segment that report data to STR
  36. 36. STAR Summary – Pipeline Information Under construction: Ground Pipeline has been broken or the owner is Market: Any Market finalizing bids for the general Under Construction Planning contracting Properties Rooms Properties Rooms 34 3948 61 7302 Planning: Project will g out g j go See Help page for pipeline definitions. for bids, construction will start within 4 months, or an architect as been selected and plans are underway Provides a quick snapshot of pipeline activity in the market Pipeline data is detailed further in the STR Market Pipeline Report
  37. 37. 3 – Competitive Set Report p p• Provides a historic comparison of your property to your comp set over time• Displays Occupancy, ADR, and RevPAR, as well as P Percent Changes, I d numbers, and t Ch Index b d Ranking information• Shows 18 months of monthly data and 3 years of Year to Date, Running 3-month, and Running 12- month• Graphs monthly indexes and RevPAR % Change
  38. 38. Competitive Set ReportTab 4 - Competitive Set ReportAny Hotel 123 Any Street Any City, Any State 99999 (555) 555-5555STR # 9850 ChainID: 000026566 MgtCo: None Owner: NoneFor the Month of: July 2006 Date Created: August 24, 2006 Monthly Competitive Set Data Excludes Subject Property Monthly Indexes RevPAR Percent Change - 2006 117 19 107 14 97 9 4 87 -1 77 Year to Date Running 3 Month Running 12 Month Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul My Property Competitive Set Occupancy ADR RevPAR 100 % 2005 2006 Year To Date Running 3 Month Running 12 Month Occupancy (%) Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 2004 2005 2006 2004 2005 2006 2004 2005 2006 My Property 85.2 85 2 94.1 94 1 91.4 91 4 94.1 94 1 91.0 91 0 87.5 87 5 87.4 87 4 92.3 92 3 89.9 89 9 93.7 93 7 89.8 89 8 74.8 74 8 78.2 78 2 84.3 84 3 82.7 82 7 75.1 75 1 81.0 81 0 89.8 89 8 85.9 85 9 88.4 88 4 80.9 80 9 88.9 88 9 90.8 90 8 82.0 82 0 86.9 86 9 89.9 89 9 84.9 84 9 Competitive Set 75.7 84.5 86.9 90.8 91.1 89.9 89.1 89.7 88.9 91.3 87.7 78.4 77.1 84.8 90.3 92.1 92.1 90.5 83.9 83.9 86.5 89.8 90.6 91.5 83.3 85.7 87.7 Index 112.6 111.3 105.1 103.6 99.9 97.3 98.1 102.8 101.1 102.6 102.3 95.5 101.4 99.4 91.6 81.6 87.9 99.3 102.4 105.4 93.4 98.9 100.3 89.6 104.4 105.0 96.8 Rank 2 of 7 1 of 7 3 of 7 1 of 7 4 of 7 4 of 7 5 of 7 2 of 7 2 of 7 2 of 7 3 of 7 5 of 7 3 of 7 6 of 7 6 of 7 7 of 7 7 of 7 6 of 7 2 of 7 2 of 7 6 of 7 4 of 7 4 of 7 7 of 7 2 of 7 2 of 7 5 of 7 % Chg My Property 9.6 6.1 -1.9 3.2 6.4 -2.7 -3.4 1.1 -3.1 0.1 -3.0 -0.7 -8.2 -10.4 -9.4 -20.2 -11.0 2.7 4.9 2.9 -8.5 3.3 2.2 -9.8 2.5 3.5 -5.6 Competitive Set -0.4 1.4 0.0 2.9 -0.7 0.3 1.7 -0.8 -2.0 2.8 4.6 15.7 1.9 0.4 3.9 1.4 1.1 0.7 13.0 0.0 3.2 8.4 0.8 1.1 8.8 2.9 2.4 Index 10.0 4.7 -1.9 0.3 7.1 -2.9 -5.1 1.9 -1.2 -2.5 -7.3 -14.2 -10.0 -10.7 -12.9 -21.3 -12.0 2.0 -7.1 2.9 -11.3 -4.8 1.4 -10.7 -5.8 0.5 -7.7 Rank 3 of 7 3 of 7 6 of 7 3 of 7 1 of 7 7 of 7 6 of 7 3 of 7 6 of 7 6 of 7 7 of 7 7 of 7 5 of 7 7 of 7 7 of 7 7 of 7 7 of 7 3 of 7 6 of 7 3 of 7 7 of 7 5 of 7 3 of 7 7 of 7 6 of 7 4 of 7 7 of 7 2005 2006 Year To Date Running 3 Month Running 12 Month ADR ($) Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 2004 2005 2006 2004 2005 2006 2004 2005 2006 My Property 192.91 210.16 230.88 235.01 246.28 213.62 203.79 268.37 285.03 305.36 305.85 219.85 214.76 233.08 265.79 280.23 290.72 234.89 192.40 217.45 248.55 201.36 231.75 266.87 198.80 225.66 259.98 Competitive Set 199.79 210.74 225.94 233.05 241.04 211.33 205.11 275.40 273.81 294.54 310.55 211.98 214.75 235.64 249.42 263.19 272.36 229.88 189.64 217.61 241.02 196.98 228.41 255.11 195.32 223.24 254.12 Index 96.6 99.7 102.2 100.8 102.2 101.1 99.4 97.4 104.1 103.7 98.5 103.7 100.0 98.9 106.6 106.5 106.7 102.2 101.5 99.9 103.1 102.2 101.5 104.6 101.8 101.1 102.3 Rank 4 of 7 3 of 7 2 of 7 2 of 7 2 of 7 2 of 7 3 of 7 4 of 7 2 of 7 3 of 7 2 of 7 3 of 7 3 of 7 3 of 7 1 of 7 2 of 7 2 of 7 2 of 7 2 of 7 2 of 7 2 of 7 2 of 7 2 of 7 2 of 7 2 of 7 2 of 7 2 of 7 % Chg My Property 7.8 7.6 19.5 10.4 22.9 12.1 11.4 19.2 17.8 19.1 11.2 19.0 11.3 10.9 15.1 19.2 18.0 10.0 7.0 13.0 14.3 9.9 15.1 15.2 3.9 13.5 15.2 Competitive Set 14.8 11.0 18.2 13.4 18.1 16.4 12.2 27.2 16.9 18.8 14.3 11.0 7.5 11.8 10.4 12.9 13.0 8.8 8.5 14.7 10.8 12.4 16.0 11.7 3.5 14.3 13.8 Index -6.1 -3.1 1.1 -2.6 4.1 -3.7 -0.7 -6.3 0.8 0.2 -2.7 7.2 3.6 -0.8 4.3 5.6 4.5 1.1 -1.3 -1.5 3.2 -2.3 -0.7 3.1 0.4 -0.7 1.2 Rank 7 of 7 6 of 7 2 of 7 7 of 7 2 of 7 6 of 7 5 of 7 6 of 7 3 of 7 3 of 7 6 of 7 2 of 7 3 of 7 5 of 7 2 of 7 2 of 7 2 of 7 4 of 7 5 of 7 6 of 7 3 of 7 5 of 7 5 of 7 2 of 7 5 of 7 5 of 7 3 of 7 2005 2006 Year To Date Running 3 Month Running 12 Month RevPAR ($) Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 2004 2005 2006 2004 2005 2006 2004 2005 2006 My Property 164.38 197.68 210.94 221.07 224.01 186.83 178.09 247.59 256.27 286.01 274.51 164.53 167.96 196.43 219.91 210.46 235.42 210.89 165.25 192.16 201.01 178.95 210.49 218.75 172.84 202.97 220.81 Competitive Set 151.21 178.06 196.34 211.53 219.51 189.89 182.70 247.16 243.55 269.01 272.41 166.12 165.68 199.80 225.29 242.33 250.80 207.93 159.02 182.47 208.60 176.92 206.84 233.50 162.61 191.31 222.92 Index 108.7 111.0 107.4 104.5 102.0 98.4 97.5 100.2 105.2 106.3 100.8 99.0 101.4 98.3 97.6 86.9 93.9 101.4 103.9 105.3 96.4 101.1 101.8 93.7 106.3 106.1 99.1 Rank 2 of 7 2 of 7 2 of 7 2 of 7 2 of 7 2 of 7 3 of 7 4 of 7 2 of 7 2 of 7 3 of 7 4 of 7 3 of 7 4 of 7 5 of 7 7 of 7 4 of 7 2 of 7 2 of 7 2 of 7 3 of 7 2 of 7 2 of 7 5 of 7 2 of 7 2 of 7 3 of 7 % Chg My Property 18.1 14.1 17.3 13.9 30.8 9.1 7.6 20.5 14.1 19.2 7.9 18.2 2.2 -0.6 4.2 -4.8 5.1 12.9 12.3 16.3 4.6 13.5 17.6 3.9 6.5 17.4 8.8 Competitive Set 14.3 12.5 18.2 16.6 17.3 16.8 14.1 26.2 14.6 22.1 19.6 28.4 9.6 12.2 14.7 14.6 14.3 9.5 22.5 14.7 14.3 21.9 16.9 12.9 12.6 17.7 16.5 Index 3.3 1.5 -0.8 -2.4 11.5 -6.6 -5.8 -4.5 -0.4 -2.3 -9.8 -7.9 -6.7 -11.4 -9.1 -16.9 -8.0 3.1 -8.3 1.3 -8.5 -6.9 0.6 -7.9 -5.4 -0.2 -6.6 Rank R k 3 of 7 f 5 of 7 f 4 of 7 f 6 of 7 f 1 of 7 f 7 of 7 f 7 of 7 f 7 of 7 f 5 of 7 f 5 of 7 f 7 of 7 f 6 of 7 f 6 of 7 f 7 of 7 f 7 of 7 f 7 of 7 f 7 of 7 f 3 of 7 f 6 of 7 f 5 of 7 f 7 of 7 f 6 of 7 f 3 of 7 f 7 of 7 f 6 of 7 f 4 of 7 f 7 of 7 f
  39. 39. Competitive Set Report – Graph of Indexes Dotted Line Represents an Index of 100 Monthly Indexes1171121071029792878277 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Occupancy ADR RevPAR 100 % 18 month graph of Occupancy, ADR, and RevPAR indexes by month
  40. 40. Competitive Set Report – Data Tables 18 months of occupancy, ADR and R PAR f your hotel versus th th f d RevPAR for h t l the competitive set 3 years of YTD, running 3-month and running 12-month data Includes % change calculations, index numbers, and ranking information Index = Property performance / competitive set performance X 100
  41. 41. 4 – STAR Response Report p p• Provides monthly calendars for this year and last year, year including special events• Lists your hotel and every property in your comp set with b i i f t ith basic information and d t participation ti d data ti i ti detail for the last three years• Empty circles indicate monthly only; filled in circles indicate monthly and daily; no circle means no data• Check to be sure all properties are participating
  42. 42. STAR Response ReportTab 5 - Response ReportAny Hotel 123 Any Street Any City, Any State 99999 (555) 555-5555STR # 98765 ChainID: 999999 MgtCo: None Owner: NoneFor the Month of: July 2006 Date Created: August 24, 2006This Year July 2006 (This Year) July 2005 (Last Year) Jul 4th - Independence Day Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat 1 1 2 2 3 4 5 6 7 8 3 4 5 6 7 8 9 9 10 11 12 13 14 15 10 11 12 13 14 15 16 16 17 18 19 20 21 22 17 18 19 20 21 22 23 23 24 25 26 27 28 29 24 25 26 27 28 29 30 30 31 31Last Year Jul 4th - Independence Day 2004 2005 2006 May May Aug Sep Aug Sep Nov Dec Nov Dec Mar Mar Feb Feb Jan Jun Jan Jun Apr Apr Oct Oct Jul JulSTR# Name City, State Zip Phone Rooms Open Date98765 Any Hotel Any City, Any State 99999 (555) 555-5555 100 190001 ●●●●●●●●●●●●●●●●●●●●●●●●99876 Hotel A Any City, Any State 99999 (555) 555-5555 200 190002 ●●●●●●●●●●●●●●●●●●●●●●●●99987 Hotel B Any City, Any State 99999 (555) 555-5555 300 190003 ●●●●●●●●●●●●●●●●●●●●●●●●99998 Hotel C Any City, Any State 99999 (555) 555-5555 400 190004 ●●●●●●●●●●●●●●●●●●●●●●●●99999 Hotel D Any City, Any State 99999 (555) 555-5555 500 190005 ●●●●●●●●●●●●●●●●●●●●●●●●98876 Hotel E Any City, Any State 99999 (555) 555-5555 600 190006 ●●●●●●●●●●●●●●●●●●●●●●●●98887 Hotel F Any City, Any State 99999 (555) 555-5555 700 190007 ●●●●●●●●●●●●●●●●●●●●●●●● 2800 Data received: ○ = Monthly Only ● = Monthly & Daily Displays info and p p y participation for hotels in the comp set, also months and events p p ,
  43. 43. 5 – Daily Data for the Month y• Provides a recap of all the daily data for the current month• Helps you reconcile the daily data to the monthly results lt• Graphs daily index values during the month• Should be similar to the daily data from your weekly reports although there may be minor y p g y changes due to adjustments
  44. 44. Daily Data For Month – My Property vs. Competitive SetTab 17 - Daily Data for the MonthAny Hotel 123 Any Street Any City, Any State 99999 (555) 555-5555STR # 98765 ChainID: 999999 MgtCo: None Owner: NoneFor the Month of: July 2006 Date Created: August 24, 2006 Daily Competitive Set Data Excludes Subject Property Daily Indexes for the Month of July 128 118 108 98 88 78 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 31 Occupancy ADR RevPAR 100 % Sa Su S Mo Tu T We Th Fr Sa Su S Mo Tu T We Th Fr Sa Su S Mo Tu T We Th Fr Sa Su S Mo Tu T We Th Fr Sa Su S MoOccupancy (%) July 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 31 My Property 91.3 83.6 76.9 77.0 88.3 91.9 93.1 93.2 91.7 96.3 96.3 95.1 96.3 95.4 95.5 79.3 95.4 95.1 93.0 88.2 79.6 88.8 88.2 93.2 93.6 93.6 92.4 90.3 94.4 65.5 89.5 Competitive Set 94.5 91.3 79.5 74.7 86.7 92.6 87.9 93.9 91.3 99.0 99.2 98.6 93.2 93.0 96.3 83.9 91.3 97.6 98.4 96.8 93.5 91.0 76.9 91.9 95.8 91.6 89.0 87.3 93.9 74.9 84.9 Index 96.6 91.5 96.7 103.1 101.9 99.2 105.9 99.3 100.4 97.2 97.1 96.4 103.3 102.6 99.2 94.5 104.5 97.5 94.5 91.1 85.2 97.7 114.7 101.4 97.7 102.2 103.8 103.5 100.6 87.4 105.5 % Chg My Property 1.1 -4.9 -8.9 -13.4 9.9 6.1 9.2 3.4 3.5 5.5 5.4 3.6 12.8 27.6 14.6 -6.9 8.4 7.5 4.8 0.2 -2.0 0.1 10.4 4.4 -0.1 0.4 0.3 -3.2 1.0 -27.6 -4.6 Competitive Set 7.2 6.3 0.9 -6.8 15.0 12.1 0.5 -2.5 1.3 1.1 1.0 0.8 3.4 8.7 5.7 2.0 -4.3 -0.8 -0.1 7.8 8.8 -4.6 -9.9 -3.2 -2.5 -5.9 -4.3 -6.6 -4.5 -14.5 -13.9 Index -5.7 -10.5 -9.7 -7.0 -4.4 -5.4 8.7 6.1 2.2 4.3 4.4 2.8 9.1 17.5 8.4 -8.7 13.3 8.3 4.9 -7.0 -9.9 4.9 22.5 7.9 2.5 6.7 4.8 3.6 5.8 -15.4 10.7 ADR ($) July 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 31 My Property 215.37 208.51 205.70 208.29 214.27 212.71 213.05 215.03 229.63 256.85 268.54 271.65 244.64 223.84 220.49 235.18 255.71 263.83 273.14 249.58 215.09 208.13 252.77 263.16 271.60 270.66 267.76 243.20 236.43 225.32 249.51 Competitive Set 198.15 193.46 197.18 203.07 206.99 205.39 204.46 214.26 216.87 243.50 258.67 261.45 237.32 210.38 217.94 218.55 246.80 263.03 262.22 246.20 221.00 225.57 220.01 240.46 259.18 268.32 252.66 230.65 228.10 212.45 230.63 Index 108.7 107.8 104.3 102.6 103.5 103.6 104.2 100.4 105.9 105.5 103.8 103.9 103.1 106.4 101.2 107.6 103.6 100.3 104.2 101.4 97.3 92.3 114.9 109.4 104.8 100.9 106.0 105.4 103.7 106.1 108.2 % Chg My Property 14.7 10.6 7.7 -3.3 6.4 6.1 7.1 12.6 13.9 16.5 20.3 21.9 12.3 13.9 6.4 2.8 8.5 12.0 13.7 9.1 -10.5 -15.8 2.5 7.5 12.4 15.3 49.4 18.8 17.3 34.8 21.5 Competitive Set 4.3 4.5 7.1 3.5 3.0 2.5 5.0 7.9 6.3 10.4 13.9 14.1 8.2 1.8 4.7 4.8 7.8 11.3 11.7 10.8 4.1 2.8 4.9 10.5 14.1 17.2 18.7 10.4 9.3 7.1 4.0 Index 10.0 5.8 0.6 -6.5 3.3 3.5 2.0 4.4 7.2 5.5 5.6 6.8 3.8 11.9 1.6 -1.9 0.6 0.6 1.8 -1.5 -14.0 -18.1 -2.3 -2.8 -1.5 -1.6 25.8 7.6 7.3 25.8 16.9 RevPAR ($) July 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 My Property 196.55 174.29 158.12 160.43 189.27 195.53 198.31 200.48 210.61 247.25 258.64 258.20 235.49 213.55 210.58 186.48 243.95 250.90 253.96 220.21 171.31 184.90 222.90 245.22 254.18 253.30 247.34 219.62 223.17 147.48 223.42 Competitive Set 187.24 176.72 156.75 151.73 179.39 190.25 179.76 201.18 198.10 241.16 256.56 257.79 221.24 195.70 209.91 183.36 225.29 256.59 258.09 238.34 206.58 205.19 169.10 220.98 248.23 245.68 224.90 201.24 214.10 159.15 195.75 Index 105.0 98.6 100.9 105.7 105.5 102.8 110.3 99.7 106.3 102.5 100.8 100.2 106.4 109.1 100.3 101.7 108.3 97.8 98.4 92.4 82.9 90.1 131.8 111.0 102.4 103.1 110.0 109.1 104.2 92.7 114.1 % Chg My Property 16.0 5.2 -1.8 -16.2 17.0 12.6 17.0 16.4 18.0 22.8 26.8 26.3 26.7 45.4 22.0 -4.3 17.6 20.4 19.1 9.3 -12.3 -15.8 13.1 12.2 12.3 15.8 49.8 15.0 18.4 -2.5 15.9 Competitive Set 11.8 11.2 8.1 -3.6 18.5 14.9 5.5 5.1 7.7 11.6 15.0 15.0 11.9 10.6 10.7 6.9 3.2 10.4 11.6 19.4 13.2 -1.9 -5.5 7.0 11.2 10.2 13.6 3.1 4.4 -8.4 -10.4 Index 3.8 38 -5.3 53 -9.2 92 -13.1 13 1 -1.3 13 -2.1 21 10.9 10 9 10.7 10 7 9.5 95 10.0 10 0 10.2 10 2 9.9 99 13.2 13 2 31.4 31 4 10.2 10 2 -10.4 10 4 13.9 13 9 9.0 90 6.7 67 -8.5 85 -22.5 22 5 -14.1 14 1 19.7 19 7 4.9 49 1.0 10 5.1 51 31.8 31 8 11.5 11 5 13.5 13 5 6.5 65 29.4 29 4
  45. 45. Daily Data For Month – Data TablesRevPAR ($) July 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 31 My Property 196 55 174 29 158 12 160 43 189 27 195 53 198 31 200 48 210 61 247 25 258 64 258 20 235 49 213 55 210 58 186 48 243 95 250 90 253 96 220 21 171 31 184 90 222 90 245 22 254 18 253 30 247 34 219 62 223 17 147 48 223 42 196.55 174.29 158.12 160.43 189.27 195.53 198.31 200.48 210.61 247.25 258.64 258.20 235.49 213.55 210.58 186.48 243.95 250.90 253.96 220.21 171.31 184.90 222.90 245.22 254.18 253.30 247.34 219.62 223.17 147.48 223.42 Competitive Set 187.24 176.72 156.75 151.73 179.39 190.25 179.76 201.18 198.10 241.16 256.56 257.79 221.24 195.70 209.91 183.36 225.29 256.59 258.09 238.34 206.58 205.19 169.10 220.98 248.23 245.68 224.90 201.24 214.10 159.15 195.75 Index 105.0 98.6 100.9 105.7 105.5 102.8 110.3 99.7 106.3 102.5 100.8 100.2 106.4 109.1 100.3 101.7 108.3 97.8 98.4 92.4 82.9 90.1 131.8 111.0 102.4 103.1 110.0 109.1 104.2 92.7 114.1% Chg My Property 16.0 5.2 -1.8 -16.2 17.0 12.6 17.0 16.4 18.0 22.8 26.8 26.3 26.7 45.4 22.0 -4.3 17.6 20.4 19.1 9.3 -12.3 -15.8 13.1 12.2 12.3 15.8 49.8 15.0 18.4 -2.5 15.9 Competitive Set 11.8 11.2 8.1 -3.6 18.5 14.9 5.5 5.1 7.7 11.6 15.0 15.0 11.9 10.6 10.7 6.9 3.2 10.4 11.6 19.4 13.2 -1.9 -5.5 7.0 11.2 10.2 13.6 3.1 4.4 -8.4 -10.4 Index 3.8 -5.3 -9.2 -13.1 -1.3 -2.1 10.9 10.7 9.5 10.0 10.2 9.9 13.2 31.4 10.2 -10.4 13.9 9.0 6.7 -8.5 -22.5 -14.1 19.7 4.9 1.0 5.1 31.8 11.5 13.5 6.5 29.4 • Compares subject p p y data to competitive set p j property p • Occupancy, ADR and RevPAR shown for each day of the entire month. • Includes Index numbers and percent changes • Graph display index data for each day of the month
  46. 46. 6 – Day of Week and Weekday y y Weekend Report• D ill d Drills down i t d il d t b each d of week into daily data by h day f k and subtotals by Weekday and Weekend• Provides Occupancy, ADR, and RevPAR for property and comp set, plus Index numbers and Percent Changes• Allows you to compare DOW and WD/WE performance for Current Month, YTD, Running 3 and Running 12-month

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