Presentation on theme: "The STR SHARE Center and the"— Presentation transcript:
1 The STR SHARE Center and the “Certification in Hotel Industry Analytics”EuroCHRIE, 2013ANGELL Academy, Freiburg, GermanySteve HoodSr VP of Research, STRFounding Director of the SHARE Center, ext 3315
2 The STR SHARE Center“SHARE” stands for “Supporting Hotel-related Academic Research and Education”The SHARE Center is a global partnership between ICHRIE (the International Council on Hospitality, Restaurant, and Institutional Education) and STRThe mission:Provide thorough and timely data for academic researchProvide comprehensive and relevant training materials for the classroom
3 STR (Smith Travel Research) The recognized leader in hotel research, STR provides a benchmarking service to the industry.STR obtains performance data from over 70% of US hotels and 50% of WW hotels, including 95% of chain hotels and most significant independent hotels.STR provides monthly, weekly, and daily STAR Reports to nearly 50K hotels.STR maintains a Census database of over 150,000 hotels throughout the world.
4 Benchmarking 101: my hotel vs. the competition Which manager gets the bonus (in a “vacuum” and then with comp set data)?This demonstrates how STR serves the hotel industry.
5 Who does STR serve?Hotel Companies and Hotels (most GM’s bonuses related)Convention & Visitor Bureaus, Tourism and travel organiza- tions, Hotel associations (AHLA, US Travel, Germany, Swiss, Austria)Developers, Consultants, Appraisers (all use STR data)Wall Street, Accounting, Financial firms (all hotel-related orgs)Media (Wall St Journal, USA Today, Financial Times, London Times)International hotel conferences (presentations)Hotel vendors (HBO, Starbucks, Google, Expedia, LodgeNet, Sealy)Governments (US: GSA, FEMA, Commerce, BLS, NPS; Australia)Academia (universities, professors, students)
6 Brief History of STR1985 – founded, started collecting hotel census data1987 – started collecting monthly performance data1992 – started collecting Canada, Mexico, and Caribbean data1997 – started collecting worldwide performance data1999 – started collecting daily performance data2001 – started collecting segmentation (group/transient) data2003 – started collecting pipeline data2008 – launched STR Global (offices in London, Milan, Singapore, Beijing, Guangzhou, Tokyo, Dubai, Sydney, Jakarta, Mumbai)also launched HotelNewsNow.com (free news service)2009 – launched STR Analytics, RRC, and Hotel Data Conference2011 – launched the SHARE Center
7 There are now 190 member universities from 30 countries around the world United StatesIvy Tech Community CollegeSan Francisco State UnivUniv of South Carolina – BeaufortHR Academy (KRS)Arizona State UnivJames Madison UnivSan Jose State UnivUniv of South FloridaInst of Tourism & Hotel of Quebec (CAN)Atlantic Cape Community CollegeJohnson & Wales – CharlotteSouth Dakota State UnivUniv of TennesseeAuburn UnivJohnson & Wales – DenverSouthern Methodist UnivUniv of TexasIntl Hochschule Bad Honnef (GER)Ball State UnivJohnson & Wales – North MiamiSouthern Oregon UnivUniv of WashingtonKonKuk Univ (KRS)Baruch CollegeJohnson & Wales – ProvidenceSouthern Utah UnivUniv of West FloridaKTH Royal Inst of Technology (SWE)Berry CollegeKansas State UnivSouthwest Minnesota State UnivUniv of WyomingKyung Hee Univ (KRS)Black Hills State UnivKendall CollegeSUNY DelhiVirginia State UnivLeiden Univ (NTH)Boston UnivKent State UnivSUNY PlattsburghVirginia Tech UnivLincoln Univ (NZL)Bradley UnivLaGuardia Community CollegeTemple UnivWashington State UnivMeio Univ (JPN)Brevard CollegeLake Michigan CollegeTexas A&M UnivWest Virginia UnivMODUL Univ Vienna (AST)California State Polytechnic UnivLasell CollegeTexas Tech UnivWestern Carolina UnivNational Kaohsiung Univ (TRC)California State Univ – East BayLongwood UnivUniv of AkronWestern Illinois UnivNational Univ of Singapore (SNG)California Univ of PennsylvaniaLynn UnivUniv of AlabamaWestern Kentucky UnivNiagara College (CAN)Central Connecticut State UnivMassachusetts Institute of TechnologyUniv of ArkansasWidener UnivOxford Brookes Univ (UKM)Cheyney Univ of PennsylvaniaUniv of Central FloridaWilliam and Mary UnivOzyegin Univ (TUR)Clemson UnivMetropolitan State Univ DenverUniv of ColoradoYale UnivPrince of Songkla Univ (THA)Colgate UnivMiami Dade CollegeUniv of DelawareYork College of PennsylvaniaRyerson Univ (CAN)College Of CharlestonMichigan State UnivUniv of DenverYoungstown State UnivSchweizerische Hotelfachschule Luzern (SWI)Colorado State UnivMississippi State UnivUniv of FloridaGlobalColumbia UnivMissouri State UnivUniv of HawaiiAlgonquin College (CAN)Selkirk Univ (CAN)Cornell UnivMt Hood Community CollegeUniv of HoustonBeijing Hospitality Inst (CNA)Sheffield Hallam Univ (UKM)Dakota County Technical CollegeNew Mexico State UnivUniv of KentuckyCavite State Univ (PHL)Stenden Univ (NTH)Delaware State UnivNew York UnivUniv of Maryland Eastern ShoreCesar Ritz Univ (SWI)Sun Yat-Sen Univ (CNA)DePaul UnivNiagara UnivUniv of Massachusetts - AmherstChinese Univ of Hong Kong (CNA)Swiss Inst of Management (SWI)East Carolina UnivNorth Dakota State UnivUniv of MemphisConestoga College (CAN)UNISA (AUS)Eastern Michigan UnivNorthern Arizona UnivUniv of MiamiDublin Inst of Technology (IRE)Univ of Amsterdam (NTH)Fairleigh Dickinson UnivNorthern Illinois UnivUniv of MinnesotaDusit Thani College (THA)Univ of Croatia (CRO)Ferris State UnivNorthampton Community CollegeUniv of MississippiEcole Hoteliere Lausanne (SWI)Univ of Deusto (SPA)Florida Atlantic UnivNorthwestern UnivUniv of MissouriEcole Polytechnique (FRA)Univ of Guelph (CAN)Florida Gulf Coast UnivNYIT School of MgmtUniv of Missouri – Kansas CityEmirates Academy (UAE)Univ of Macau (CNA)Florida International UnivOhio State UnivUniv of Nevada – Las VegasESHotel Paris (FRA)Univ of Nevada Las Vegas (SNG)Florida State UnivOklahoma State UnivUniv of New HampshireEssec Business School (FRA)Univ of Rijeka (CRO)George Washington UnivOld Dominion UnivUniv of New OrleansEstonian School of Hotel & Tourism (EST)Univ of Southern Queensland (AUS)Georgetown UnivPennsylvania State UnivUniv of North Carolina - GreensboroGeorgia State UnivPepperdine UnivGlion Inst of Higher Education (SWI)Univ of Surrey (UKM)Grand Valley State UnivPortland State UnivUniv of North TexasUniv Panamericana (MEX)Harvard UnivPurdue UnivUniv of PennsylvaniaGriffith Univ (AUS)Univ San Ignacio De Loyola (PER)Hocking CollegePurdue Univ – CalumetUniv of PittsburghHaaga-Helia Uas (FIN)Univ do Algarve (POR)Howard Community CollegePurdue Univ – Fort WayneUniv of Pittsburgh – BradfordHarbin Inst of Technology (CNA)Vancouver Island Univ (CAN)Husson UnivRichard Stockton College of NJUniv of San DiegoHazara Univ (PAK)Victoria Univ (AUS)Iowa State UnivRoosevelt UnivUniv of San FranciscoHong Kong Polytechnic Univ (CNA)Yeditepe Univ (TUR)San Diego State UnivUniv of South CarolinaHotelschool The Hague (NTH)
8 Schools InvolvedMembers include leading hotel & tourism schools such as Cornell, EHL (Ecole Hoteliere Lausanne), Hong Kong Poly, and the Emirates Academy.They also include smaller schools such as Western Kentucky University, Atlantic Cape Community College, and Dakota County Technical College.Member universities also include Columbia, Georgetown, Harvard, Yale, MIT, and Northwestern Universities. Some of these schools do not have hospitality programs, but do have Real Estate departments.There are close to 70 non-US schools and that number is growing rapidly.
10 Hotel Related Data Hotel Performance (Occupancy, ADR, RevPAR) data Hotel Profit & Loss (accounting) dataHotel Pipeline & Supply dataHotel Census dataHotel Company informationProperty & Room CountsForecast reportsHotel Sales Transaction dataUser-defined Destination reportsAd-hoc Industry data files for research
11 Hotel Performance Data (Trend Report) Performance data includes Occupancy, Average Daily Rate, RevPAR, Supply, Demand, and RevenueSeveral different types: Monthly, Daily, Weekday/Weekend, Running 12-month, and Group/TransientHistoric data back to 1987 for any area of the worldYou can select a geographic area (city, county), a type of hotel (luxury, resort), or even select specific individual hotelsProvided in Excel file with raw data, easy to work with“Trend Report” is the most popular report for professors
12 Sample Trend Report - Classic Monthly data page Track changes in the key performance indicators for a group of hotels over time.Graph metrics or raw data. Compare multiple markets. Lots of uses.
13 Sample Trend Report - Daily Raw Data Page Lots of different types of performance data.Daily data allows you to study special events and conduct impact analyses.You can select whatever group of hotels you need. (There are some rules.)Trend report displays the average of all the hotels that you select.
14 Hotel Pipeline and Supply Data Includes “Historic Supply” data, what hotels have opened in the last 5 years, as well as conversion activityIncludes future “Pipeline” information – hotels under construction and in various phases of planningAlso detailed data on existing hotels and pipeline projectsYou can select a geographic area (city, state, country) anywhere in the worldProfessors can use for feasibility/development studies, supply analyses, market studies, or to help with forecasting
15 Sample Pipeline Report – Supply Summary Shows types of hotels opened in the last 5 years and in the next couple of years
16 Sample Pipeline Report – Scale and Brand Summary Pipeline Reports include detailed data by Scale and brands, changes to existing supply (conversions, opens/closes, adds/drops) and details on existing hotels and Pipeline projects
17 Hotel Profit and Loss Data Annual P&L accounting information: revenues, expenses, profits, payroll, cost of goods sold, fixed charges, GOP, …Historic data back to 1990 for many areas of the worldYou can select a geographic area (city, country), a type of hotel (luxury, resort), or even select specific individual hotelsProvided in Excel file with raw data, easy to work withAccounting professors can demonstrate P&L data for live hotels (average only), study actual results over time, compare P&L information for different types of hotels
19 Sample HOST (Hotel Operating Stats) Report continued
20 Destination Data/Report Ongoing hotel performance data (Occupancy, ADR, …)You can select destinations (areas) of interest, such as cities or groups of hotels around your campus, or any other geographic areas around the worldWeekly and/or monthly reports will be ed to you with updates on the hotel performance in these areasTourism and lodging operations professors can track performance of user-defined groups of hotels, observe how special events affect metrics, and teach forecasting
21 Sample Destination Report – Multi-Segment page Destination Reports are used by CVBs, tourism organizations and hotel associations.Professors can use them to demonstrate tourism-related research.You can also select groups of hotels, cities, or countries and track performance.
22 Hotel Sales Transaction Data Detailed information on hotel sales back to 2000You can select a geographic area or specific transactionsHotel Census DataAttribute information on hotels any where in the worldOver 100 fields of data including categorizations, features, amenities, history, meeting space info, latitude/longitudeProfessors can use hotel census data for market analyses or competitor studies
23 Hotel Company Information Property and Room Counts Chains, parent companies, management companies, owners, and asset mgmt companies - stats, financial info, coverageProperty and Room CountsSize and structure information by various subtotal fields for groups of hotels around the world, great for market studiesForecast DataProjected performance information for markets around the world, detailed estimates for all metrics, great to introduce hotel-related forecasting
24 Ad-Hoc Industry Data Files Reference Information Files can provide large volume of raw performance data for professor’s or student’s research projects. You can pick cities, countries, or groups of hotels.Reference InformationChains and Scales – which chains in which scalesParent Companies and Brands – which chains in which parent compsMarkets and TractsAdditional geographic and non-geographic breakdownsMaps
25 Access to Articles/Presentations is a free electronic news service focused on global industry performance, recent conferences, latest developments, and hot topics3 years of articles available with search capability, great for preliminary researchIndustry PublicationsUS schools receive US Monthly and Weekly Hotel ReviewNon-US schools receive a Global Review (Americas, Europe, Asia Pacific, or Mideast Africa) and Country ReportsHelps professors and students keep up on hot topics & current events, stay connected to industry
26 In addition to data - Research Related Support Collaboration assistance for professorsSpecial data requests for professors doing researchHelp merging/correlating third party data (with STR performance data)Regular SHARE newsletter for professorsEducator forums, connecting industry with academiaWebinars for faculty or studentsSpeaker support for Deans, Directors and Department Heads (We can make you look like “you have your finger on the pulse of the hotel industry”.)
27 Training Programs such as: Hotel Industry Analytical FoundationsWho are the players, affiliations, size and structure, categorization basics, benchmarking in the hotel industry, competitive sets, creating, changing, rules, stats, additionalHotel Math Fundamentals, the metrics used by the Hotel IndustryFoundational metrics, definitions, formulas (sup, dem, rev, occ, ADR, RevPAR, % changes, multi-year, index, ranking), methodologies, interpreting the numbers, Excel-basedProperty Level Benchmarking (STAR Reports)Step though each page of a monthly, weekly, and daily STAR report; how do hotel managers use the data to make strategic decisions, hints, questions, case scenariosHotel Industry Performance Reports (Trends, Ad-hoc Reports, and Destination Reports)Step through each page of each ad-hoc report (Trends, Pipeline, HOST, Forecast, Destination Reports, others), explain all the metrics and how they are used, hintsPowerPoint presentations w/ slides; professors can personalize; Includes hints, discussion questions, case scenarios, and application exercises; other classes available
28 Comprehensive Set of Sample Reports Property ReportsMonthly, Weekly, Daily STAR ReportsDifferent types of hotels (by scale and and for cities around the world)Ad-Hoc ReportsEvery type for various sample citiesDestination ReportsActual reports received by real CVBs and tourism organizationsProfessors can use sample reports to demonstrate in class or for student projects. Provide experience with actual reports.
29 Help with Student Research Projects Hotel-Related OverviewsSelected Hotel Comparative StudyCorrelating Hotel & Other Travel DataLocal Market OverviewDevelopment PotentialComparable Market AnalysisMarket Segment ResearchTracking Ongoing PerformanceExisting Supply AnalysisWeekday/Weekend and DOW AnalysisConversion Activity AnalysisGroup versus Transient AnalysisFuture Supply AnalysisSeasonality AnalysisProfitability StudySchool Vacation/Schedule AnalysisDestination ForecastingCompression/Overflow AnalysisImpact AnalysesSellout Night AnalysisSpecial StudiesWeather-RelatedSporting EventTraveler Origin/Intention, Visitor ProfileHoliday Shift StudyGuest Satisfaction/Review AnalysisCrisis-RelatedFeasibility StudyPotential Special EventValuationNew AttractionFinancial Statement AnalysisStudents can obtain “hands-on” experience working with live data.Framework is provided to help guide students through actual projects.
30 The “Certification in Hotel Industry Analytics”
31 “Certification in Hotel Industry Analytics” Since we started the SHARE Center, the single biggest request from professors was for some sort of student certification.Considerable interest in having a “stamp of approval” on students graduating from hospitality programs.At the end of 2011, we met with ICHRIE and EI (the Educational Institute of the AHLEI) and decided to offer a student certification as a joint effort.The primary contacts are Cynthia Deale (ICHRIE), Chris Jack (EI), and Steve Hood (STR SHARE Center).
32 Progress UpdateA pilot program was launched in the summer of 2012 with 80 professors from 50 universities. Over 370 students received the CHIA certification. Participants were surveyed and improvements were made.There are now 125 universities involved, from the US, Canada, South/Central America, Europe, Asia, and the Mideast/Africa. There are 40 non-US schools.Thirteen Train the Trainer sessions have been conducted for 220 professors. Training materials, learning objectives, and exam questions were reviewed . The program was fine tuned with feedback from professors.
33 Certification BasicsThe official name is “STAR Certification in Hotel Industry Analytics”. The abbreviated name is “CHIA”.The certification is offered jointly by the ICHRIE, EI (the Educational Institute of the AHLEI), and the STR SHARE Center to undergraduate and graduate students.Universities that are interested in offering the certification are required to send at least one professor to a Train the Trainer session. There is no charge for this session to members of the SHARE Center.Schools are using a variety of different formats to present the training to their students (Capstone, Lodging Operations, Revenue Management, lab, workshop).
34 Certification Details The exam cost to the student is $75. Need-based scholarships will be considered.Training is focused on 4 content areas: Hotel Analytical Foundations, Hotel Math Fundamentals, Property Level Benchmarking, and Hotel Industry Performance Reports.Testing is administered by EI. There are 50 questions on the exam and the minimum passing score is 70%.Students receive certificates and can use the “CHIA” designation after their name on their resume or CV. Names and schools are listed on the EI website.
35 Certification Description This is the only hotel-related certification for university students graduating from Hospitality and Tourism programs.This recognition provides evidence of a thorough knowledge of the foundational metrics, definitions, formulas, and methodologies that are used by the hotel industry.Recipients have proven that they can “do the math” and interpret the results.They have demonstrated an ability to analyze various types of hotel industry data and to make strategic inferences based upon that analysis.Certification also confirms a comprehensive understanding of benchmarking and performance reports.Designees have a grasp of the current landscape of the hotel industry, including relevant current events.Achieving this distinction announces that you have a place among the best graduates in your profession and opens the doors to future career opportunities.
36 Certification Next Steps The certification program was introduced at EuroCHRIE in October and at AsiaPacCHRIE in May The first European “Train the Trainer” session was conducted in April at EHL. The first Asian TTT was conducted in May at Hong Kong Poly.Additional “Train the Trainer” sessions are scheduled:February at COHREP in Manila, hosted by Univ of Santo TomasFebruary at Oxford Brookes University, near LondonMarch at STR US office in Nashville, TennesseeApril at University of Guelph, CanadaMay at AsiaPacCHRIE in Kuala Lampur, hosted by TaylorsMore sessions being planned (HK, Beijing, Singapore, …)Next October at EuroCHRIE in Dubai, hosted by Emirates AcademyOnline TTT sessions are also being planned
37 CHIA Certification and the Industry The industry is aware of the CHIA Certification. One major hotel company recently asked a hospitality and tourism department head for her list of CHIA-certified students for two RM trainee positions and hired two.We’ve heard great industry feedback from graduates.Several companies have asked if they can obtain the CHIA training for their staff. We have conducted pilot programs where we have offered the CHIA Certification to several major hotel companies.We will be making formal announcements in the near future. The industry version of the CHIA will be jointly offered by AHLEI and the STR SHARE Center.
39 New SHARE Center Developments DropboxProfessors are sent links and can set up accountsProvides easy access to all of the latest resourcesQuarterly NewsletterFocused on specific types of data and reportsShow how professors are using data/resources in the classroomHighlight examples of research from professors and studentsLinked In group – increase communication and interaction
40 New Developments continued YouTube Channel – online videos, introductions to available resourcesBrainsharks – presentations with audio for all of the four core training programs, great way for professors to learn or to refreshData Access/RequestsIncreasing response timeTracking projects that involve larger or more complicated data needs
41 We would be delighted to have you and your university involved in the SHARE Center! Let us know if you are interested, orTo get started, there is just a simple form to fill out.We offer complimentary trial memberships, so schools can have an introduction to the data and resources.We are sensitive to budget challenges. We never want a school to miss out due to financial issues. Let us know if you need help.
42 Let us know how we can help you, your faculty, and your students We would be glad to conduct a webinar for your faculty to introduce them to all of the materials that are available.Professors can talk about data that they need for the classroom or student projects.Professors can also discuss data that they need for their research.We will be glad to send you sample reports on areas of interest.
43 We look forward to working together! Steve Hood, email@example.com , extension 3315Duane Vinson,, extension 3329